“How is my brand perceived relative to competitors?”
“What perceptions of my brand most drive behavior?”
“How do I positively impact perceptions of and behavior toward my brand?”
These are common, vital questions raised by marketers and brand managers. Measuring a brand’s “health” – how consumers perceive and interact with the brand, and how perceptions and behaviors align with revenue – is a common objective in market research, but is often not achieved because not all elements of brand health are measured.