Brand health assessment
Score your brand across awareness, consideration, preference, loyalty, and advocacy. Identify your strongest pillar and close the gaps holding growth back.
Brand health is a composite measure of how well a brand performs across the key dimensions that drive long-term growth: awareness, consideration, preference, loyalty, and advocacy. Each dimension is scored independently and then weighted to produce an overall brand health index. A healthy brand scores consistently across all five pillars; a brand with high awareness but low loyalty is spending to acquire customers it cannot retain. Regular assessment — quarterly at minimum — reveals whether marketing investments are building durable equity or merely generating short-term noise.
Assessment
Brand Health Assessment
How well known is your brand in your target market?
When customers shop your category, how often is your brand considered?
Do customers prefer your brand over alternatives?
Average satisfaction score from your customers
How likely are customers to recommend your brand?
Your brand's visibility relative to competitors
How scoring works
Results
Score all 6 dimensions, then click “Calculate Results” to see your brand health report.
Frequently Asked Questions
What is brand health?+
Brand health is a holistic measure of how a brand is perceived and performing in its market. It encompasses awareness (do people know you?), consideration (would they choose you?), preference (do they choose you over competitors?), loyalty (do they stay?), and advocacy (do they recommend you?). Together these dimensions indicate whether a brand is growing, plateauing, or declining.
How do you measure brand health?+
Brand health is measured through a combination of survey data, behavioural data, and market signals. Surveys capture aided and unaided awareness, consideration set inclusion, and Net Promoter Score. Behavioural data includes repeat purchase rates, churn, and share of wallet. Market signals such as search volume, social share of voice, and earned media coverage round out the picture. BrandNata aggregates these inputs into a single, trackable index.
What are the key brand health metrics?+
The five core metrics are: (1) Brand Awareness — percentage of your target audience that recognises your brand. (2) Brand Consideration — percentage that would include you in a purchase decision. (3) Brand Preference — percentage that would choose you over a named competitor. (4) Brand Loyalty — repeat purchase rate or retention rate over a defined period. (5) Brand Advocacy — percentage willing to recommend you, often captured as NPS.
How often should you measure brand health?+
Quarterly measurement is the minimum cadence for most brands. Fast-moving consumer and tech companies benefit from monthly tracking, especially around product launches or competitive moves. Annual measurement is too infrequent to catch emerging problems before they compound. Continuous tracking with BrandNata allows you to spot shifts in real time and respond before they become trends.
How can you improve a low brand health score?+
First, diagnose which dimension is weakest. Low awareness calls for reach-focused campaigns and PR. Low consideration suggests a positioning or messaging problem. Low preference points to competitive differentiation gaps. Low loyalty requires improvements in product experience and post-purchase engagement. Low advocacy means you have satisfied but not delighted customers — focus on exceeding expectations and making it easy to share positive experiences.