Measure the pulse and health of your brand over time
If you are a marketer, you are already investing time and effort into your brand building project. And you are probably struggling with measuring the effect of the work you do. How do you know if your brand is actually growing stronger?
Insights that state what you could have guessed or already thought are not insights you can act on. We believe that insights should surprise, create new opportunities, be actionable and in the end, help build your brand stronger.
BrandHealth helps you stay on top of how consumers react to your brand and your efforts!
Brands are built over time, gradually. Shifting consumption trends, market conditions, and competitors’ movements and actions make progress tracking a key instrument.
There are three types of KPI’s that BrandHealth keep track of:
MOMENTUM KPI’s |
Tells you whether your brand currently has momentum to grow
STATUS KPI’s |
Tells you whether your current brand performance is healthy or not
STRATEGY KPI’s |
Tells you whether your current status and momentum can be attributed to your strategy or not
Our model & metrics
THE MIDDLE |
The Middle is where people explore their options, expand their knowledge and review their consideration sets. The middle is a space of abundant information and unlimited choice that people have learned to manage using a range of cognitive shortcuts.
Exposure is the awareness of the brands and products in a category. It is the sum of all the category advertising seen or heard. It’s the things people hear and the things they read.
THE EXPERIENCE |
The experience people have with the product or service they’ve purchased feeds directly into their exposure. A good brand experience here means a head start - a poor experience risk losing that customer, potentially affecting others too.
BRAND AWARENESS |
Brand Awareness is what you earn as your brand building activities in the top of the funnel increase your brand presence
BRAND CONSIDERATION |
Brand Consideration is what you earn as your brand experience activities in the messy middle put you on the short list of more and more consumers.
BRAND SHARE |
Brand Share is what you earn as your activation activities in the bottom of the funnel increase your market share. Can be measured as brand share of users, purchases, volume or value depending on the category
BRAND EQUITY |
Brand Equity is the net result of your brand exposure throughout the decision journey. It reflects current brand demand - which in most categories correlate highly with actual market share.
SHARE OF VOICE |
Gross Share of Voice is the size of your brand building investment, compared to competition. Net Share of Voice is what is left of your investment, after ad efficiency and execution losses has taken its toll.
NET EXPERIENCE | Net Experience is the value of current brand experience. It can be net positive or net negative.
Net Experience can be measured as the consumer experience coming out of the messy middle, and/ or the customer experience after purchase.
SHARE OF VOICE | Share of Search (SOS) is a validated way of connecting share of volume with share of market. Search represents an important part of the activity taking place in the messy middle
All insights delivered in a DIY interface
- Eye-catching, intuitive visualizations
- Target selection menu
- Export functionality (csv, pdf)