Gaining a Better View of Brand Health
Measuring how well your brand is performing is often not a black and white, dollar and cents framework. It has to do with a range of factors, such as measuring metrics of awareness, trust, loyalty, visibility and more. Brand awareness, brand reputation and share of voice can be benchmarks of success and performance for your company if measured and monitored, leading to better brand ROI.
Simple metrics are getting a makeover to a more holistic view. Instead of relying solely on brand awareness and purchase intent, modern approaches integrate metrics like brand equity, customer satisfaction, and brand reputation. Data that was once isolated is now being shaped into an integrated approach, where modern methods combine various data points to understand how different aspects of brand performance interact, providing a more comprehensive picture.
Attest looks closer at this subject in its blog, “13 brand health metrics you need to know and start tracking.” As the company notes, “A brand health survey unlocks a wealth of new data and rich brand insights that will help you to grow your brand, iterate, and track your success against your competitors.” Some of Attest’s top brand health metrics include:
- Net Promoter Score: Is this person going to recommend your brand to someone else?
- Purchase Intent: How likely are people to buy from your brand in the near future?
- Unprompted Brand Recall: How many people think about your brand without any pushing?
- Preference in Category (prompted brand recall): This metric gives consumers the best chance they’ll get of showing their interest in your brand.
- Brand Uplift: Uplift demonstrates the value that your brand is directly adding to your company.
- Share of Voice: This will let you know how much your brand is dominating the conversation compared to other brands in your niche.
- Sentiment: Both positive and negative, this will alert you to your strengths so that you can focus more energy here, and allow you to listen in to that all-important constructive criticism, and put things right.
- Time on Site: How long people are spending on your website is a great testament to how invested they are in your brand.
- Social Reach: This does indicate a level of engagement around your brand.
- Total Brand Equity: This combines several key metrics.
- Returning Visitors: Visitors that keep coming back are more likely to turn into customers.
- Brand Loyalty: Retaining customers is one of the greatest signs of your own brand health.
- Employee Engagement: Measuring your employee engagement, what they think of your brand, and how they feel about their job will give you a powerful insight into your brand health.
Modernizing the Brand Health Tracker
TMRE 2025 will present the session, “Modernizing the Tracker: A Smarter Approach to Brand Health Measurement” from Susan Stacey, VP, Client Development at Prodege, and Beth Knight, Director, Research Brand & Segments at University of Phoenix.
After tracking brand health the same way for over a decade, the University of Phoenix made the bold decision to rethink its long-standing measurement program. This meant switching research platforms, reimagining the tracker’s structure, and modernizing their approach to reflect today’s marketing realities better.
Overhauling a legacy system isn’t without risks—changing platforms can mean losing historical continuity, internal resistance, or operational hurdles. But by embracing change, University of Phoenix created a more agile, interactive, and insight-driven brand tracker strategy that delivers deeper context and sharper, more actionable results.
In this session, we will walk through the full transformation—how they identified pain points in the old system, made the case for change, and redesigned their tracker from a methodology to a reporting system. You’ll also learn how enhancements like AI-powered probing helped unlock the “why” behind brand shifts, revealing insights that were previously out of reach.
Whether you’re refreshing an outdated tracker or starting from scratch, this session offers a clear, practical roadmap to modernizing brand health measurement—and making it work harder for your business.
Building a Better Brand
Both measuring brand health and brand tracking over time can reveal a brand’s positive advantages and negative drawbacks. Many of these metrics are intertwined with one another. There are also new metrics on the scene such as mental availability. Brand insights is an established way of measuring a brand’s strengths and weaknesses, and developing essential and actionable insights over time to continue to build a better brand—which in turn will boost competitive strength and market effectiveness as well as the customer and employee experience.
In Qualtrics’ “Brand health: How to measure and heal a sick brand,” the company notes that brand health tracking can help diagnose a brand’s weakness or problem that needs attention. Then you can set turnaround goals and take action, measuring progress over time. Qualtrics notes that to diagnose a brand, you need quantitative and qualitative data to ascertain questions such as:
- Do customers believe your brand has stayed true to its original values?
- If so, are those values still in harmony with those of customers?
- Has your brand’s messaging and value proposition become less desirable? Is it still meeting customer needs?
- Is your brand’s positioning less compelling than those of competitors?
- Are your products still solving pain points and delivering enough value?
- Is your brand consistent in its marketing, customer experience, and product value?
Video: “Brand Measurement: From Art to Art+Science,” courtesy of Art+Science with Kevin Hartman.
