Taking the 'temperature' of a brand and regularly monitoring its health, in a competitive context, is key to successful business management and strategy.
At MevCorp we recommend starting with the basics - measuring brand awareness, consideration, satisfaction, advocacy and image attributes, often combining this with usage and attitudes - and then using some more powerful diagnostic approaches to help explain the brand and category dynamics.
It's important to dig below the surface of brand health measures to get to the really interesting stuff: for instance, what factors really drive brand consideration, satisfaction and advocacy? How do brands 'map' out in terms of rational and emotional territory? Where is the powerful, ownable territory, and even more importantly, how does a brand get there? These are just some of the questions that we address within brand health studies.
Whether to track brand health continuously or periodically will depend on a number of things from category dynamics to market conditions to budget.
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