Brand Health Metrics [14 Most Important Metrics]

Updated: Jun 27, 2021

Important Disclaimer: All the definitions given below are collection of knowledge from sites mentioned in the sources at the end of this Page. These are not personal views of any one individual or group of individuals.

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Have you ever thought of ignoring your own physical or mental health? No, right!

Then why should you ignore the brand health of your company?


let us try and understand what exactly we mean by Brand Health.

If we put it in simple terms, Brand Health measures how effectively your brand helps you achieve your overall objective, i.e. to earn profits.

  • A Brand Health check will allow you to determine the current state of your company and help you take an informed decision regarding the necessary improvements required.

  • Conducting regular brand health checks will help you stay one step ahead of your competition and give you an edge.

Brand Health Metrics
Brand Health Metrics

Tracking a brand’s health will bring the following benefits:

1. It will help one understand the brand’s strengths and weaknesses

2. It helps one check the overall performance of the brand

3. It helps the brand understand what is holding it back and how can it strive for more


Brand Health Funnel
Brand Health Funnel

  • A brand which has a healthy awareness, image and familiarity quotient, can have a very high equity value.

  • A higher equity value means higher recognition and a higher recognition means a healthy brand!

(In case this is your first sales article, then it is advisable to check 18 most important sales concept overview here)

Brand Metrics to track:

1. Brand Awareness:

  • This is probably the most important metric to measure a brand’s success. Think social media mentions, website traffic, and online reviews—can all add up to highlight your brand health.

  • You can measure brand awareness by looking at the volume of mentions around products belonging to your brand. You can then compare that to your competitors to see how you how you’re doing vis-à-vis your competition.


2. Brand consideration:

  • To get an idea as to how many amongst your target audience would genuinely think to use your brand, you need to take a look at brand consideration.

3. Brand Associations:

  • Brand association helps you understand what people think about you as a brand.

  • By examining your brand associations, you can see what your audience considers to be your strengths and weaknesses.

4. Brand Loyalty:

  • A large chunk of a brand’s profits comes from loyal customers. Attracting new customers is good, but retaining the existing ones is the real deal.

  • Tracking commitment, associations, trust, satisfaction, and repeat sales are ways to measure a brand’s loyalty index.

5. Volatility:

  • People’s opinion changes very rapidly these days. This means that consumers’ feelings about your brand might change over time.

  • Listening to your customers and staying close to reality and understanding the customer’s pulse helps a brand track and measure volatility.

6. Net Promoter Score (NPS): (Very Important)

It helps your brand answer one major question - Will your customer recommend your brand to someone else?

So how do we calculate the NPS, it’s quite simple!

i) Ask people, on a scale of 1-10, how likely are you to recommend (your brand) to colleagues, friends, and family?

ii) The responders are then grouped into three categories:

a) Sum up the number of people who responded with either a 9 or a 10, and divide it by the total number of people asked. This is your promoter score.

b) Sum up the number of people who responded with anything from a 1-6, and divide it by the total number of people asked. This is your detractor score.

c) Subtract your detractor score from your promoter score.