Brand health

Brand health is the set of measurements tracking how a brand stands in buyers' minds: awareness, mental availability across buying situations, recognisability of brand assets, consideration and pricing power. A good tracker measures continuously against the same kind of sample, so trends become visible before they show up in revenue; brand metrics lead the financials. The pitfall is a dashboard of loose scores without norms: figures only acquire meaning set against market share and competition, because big brands structurally score higher on almost everything. Forgetting that means reading normal size effects as brand performance.

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