“Brand Health” has many interpretations within marketing teams and organizations. For some, it means customer satisfaction with a brand’s products and services. For others, it’s a combination of internal and external brand perceptions against a set of pre-determined attributes. At MDRG, we define brand health as the combination of how well known your brand is with how prominent a role it plays in consumer’s minds. These two metrics, affinity and prominence, illuminate the failings and successes of your brand when compared to competitors in a way that simple satisfaction and perception scores can’t.
MDRG’s Brand Health Score offers a 360° view of how a brand is performing compared to competitors.
We break down why this method for measuring a brand works below:
MDRG uses consumer’s conscious thoughts and perceptions through primary survey data collection as well as non-conscious decision-making behavior through analysis of search and digital channels, to uncover not just what consumers say they think of a brand, but also what they actually think about a brand through their actions online. The integration of System 1 and System 2 metrics allows for a more compelling and insightful idea of how the brand performs.
When brands sign up for the Brand Health Score they can also track two competitors. This allows them to not only see how they measure up overall, but also in which area they need the most work. Some brands are in a category of their own, in these cases, we include aspirational brands or brands that are succeeding in ways the client is working toward. Regardless, the score offers context for brand health so the numbers mean something to the executive team.
How often is a market research report presented, and the audience gets mired in the detail of an insignificant metric? With the Brand Health Score, we present just a handful of metrics, each with a direct correlation to a brand’s health. We remove “analysis paralysis” and offer a simple way to see how the brand performs over time compared to the competition.
Another feature of the Brand Health Score is that any secondary data can be layered into the scorecard to offer deeper insight into the implications of the score. Add sales data to understand the impact of brand health on sales trends. Earned media impressions incorporated into the scorecard allow insight into how PR activities are driving brand perception. Understand marketing’s role in elevating the brand by adding media spend.
The insights gained from the Brand Health Score are substantial. While every organization has their own measures of success, this score is an opportunity to align teams and leverage a single measure from which to understand the brand’s impact on a business.
For more information and to understand if the Brand Health Score is right for your brand, contact us at [email protected]