Brand Health: How to Measure Your Brand Performance

When you think of “Apple,” it’s likely the global tech leader that comes to mind, not the fruit. This reflects the company’s exceptional brand health, strategic communication, and superior service, all of which have contributed to its iconic and resilient identity on the world stage.

For enterprises, brand health is not just about image—it directly influences customer loyalty and business performance. Studies show that 43% of consumers are willing to pay more for convenience, while 42% would pay extra for a friendly, customer-centric experience. These insights highlight the undeniable link between customer experience and brand strength.

In today’s competitive marketplace, consistency and innovation are fundamental to sustaining a powerful brand presence. Regularly assessing brand health is key for enterprises to track performance, gauge customer sentiment, and identify areas for optimization.

In this article, we’ll explore the concept of brand health, key performance indicators (KPIs), the importance of measurement, and how enterprise-level businesses can implement effective brand health assessments.

What is brand health?

Brand health refers to the overall well-being of a brand in the marketplace, encompassing its reputation, customer loyalty, and financial performance. It measures how effectively a brand resonates with its target audience, influences consumer behavior, and maintains a competitive edge. Tracking brand health is essential for businesses to understand their brand’s position in the market and identify areas for improvement.

Consumers are very demanding when connecting with a new brand. According to a study, 79% of consumers cite data protection as vital to trust, 74% value rapid concern resolution, and73% prioritize consistent and reliable customer experiences.

To evaluate brand health, companies analyze several key metrics, such as brand awareness, customer sentiment, market share, and brand equity. Investing in brand monitoring allows businesses to adjust their brand health strategies, strengthen customer relationships, and ensure consistent messaging.

4 Strong indicators of brand health

Understanding and quantifying brand health is essential for any business. By tracking key indicators, enterprises can find insights to drive growth, trust and customer loyalty. The key indicators of brand health are:

· Brand reputation: Brand reputation refers to the overall perception of a brand among consumers, shaped by its actions, values, and how it interacts with customers. It encompasses trust, credibility, and the consistency of a brand’s messaging and quality. It's built through consistent positive experiences, ethical business practices and effective crisis management. It is indicated by customer reviews, sentiment analysis and Net Promoter Score (NPS).

· Brand awareness: It refers to the level of recognition and familiarity that consumers have with your brand. Brand awareness ensures that your brand is top-of-mind when consumers make purchasing decisions. Surveys, social media mentions, website traffic and search volume are ways to measure brand awareness.

· Customer satisfaction: Loyal customers buy more frequently and act as brand advocates. Monitoring customer satisfaction and encouraging repeat business is vital for better brand health. This can be measured through Customer Satisfaction Score (CSAT), resolution rates and support feedback.

· Brand equity: This is the perceived value of your brand, both tangible and intangible. Brand equity represents the premium a brand can command over its competitors due to its reputation and overall consumer perception. It is measured through brand valuation studies, premium pricing ability and customer perception surveys.

Why is measuring brand health important?

Measuring brand health helps businesses identify strengths and weaknesses and align strategies accordingly to meet customer expectations. It is important to:

1. Understand strengths and weaknesses: Regular assessment identifies what aspects of your brand are thriving and where there's room for improvement.

2. Stay ahead of the competition: By continuously monitoring your brand’s performance against competitors, you can adapt your strategies to maintain a competitive edge and lead the pack.

3. Optimize marketing efforts: Brand health metrics help you evaluate the effectiveness of marketing campaigns. You can refine strategies based on what resonates most with your audience.

4. Identify potential risks: Early detection of adverse trends or shifts in customer sentiment allows you to address issues promptly, preventing brand damage.

5. Drive long-term growth: A healthy brand with loyal customers increases sales, market share and overall business growth.

How to measure brand health

Businesses today rely on specific metrics that offer qualitative and quantitative insights to understand and evaluate brand health. Below are eight key metrics to measure brand health:

1. Net Promoter Score (NPS)

Net Promoter Score measures customer loyalty and the likelihood of customers recommending your brand to others. Customers rate their likelihood of recommending your brand on a scale from 0 (not at all likely) to 10 (extremely likely). Based on their responses, they’re classified into three groups to calculate your Net Promoter Score (NPS):

· Promoters (9-10): Loyal customers who advocate for your brand.

· Passives (7-8): Neutral customers.

· Detractors (0-6): Unhappy customers who may harm your brand reputation.

Based on the rating, your NPS score will fall between -100 and +100. A score closer to -100 means more detractors, while a score closer to +100 indicates a higher proportion of promoters, showing strong customer loyalty. It is highest for the education and training sector with a 71 score and lowest for the healthcare sector at 24.

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📏How to Measure:

· Ask a single question: “On a scale of 0–10, how likely are you to recommend our brand to others?”

· Calculate: NPS = % Promoters - % Detractors.

🔨Tools: NPS surveys can be conducted via platforms like Sprinklr Surveys, SurveyMonkey or Qualtrics.

2. Share of Voice (SOV)

Share of Voice (SOV) quantifies your brand’s presence in the market compared to your competitors. This can be measured by tracking online mentions across social media, news articles and other platforms. For example, Amazon had the biggest SOV in the online fashion retail segment in the United States during Q3 2024, with a share of 6.52%.

📏How to Measure:

· Formula: SOV = (Your brand measure/ Total measure in the industry) × 100

· Track mentions across media, search ads and social platforms.

🔨Tools: With its powerful social listening capabilities, Sprinklr can measure SOV by analyzing mentions, hashtags and media coverage.

Amplifying your Share of Voice (SOV) is key to building a long-lasting brand presence. Analyzing SOV data can help brands with competitive insights, strategic planning and crisis management.

But how can you do it effectively? A unified customer experience management platform offers a unified dashboard to manage all channels. With such tools, you can understand unstructured data from online and traditional channels, uncover insights, share reports and act.

Keen to learn more? Book a demo to explore all our features!

3. Market share

Market share refers to the portion of a market controlled by a particular company or product. This measures the percentage of sales your brand holds compared to the total sales in your industry. For example, the global automobile market is dominated by a few key players, led by Toyota at 10.7% as of 2023.

📏How to Measure:

· Formula: Market Share = Total Company Sales/ Total Industry Sales

· Conduct competitor analysis and industry research reports.

🔨Tools: Industry-specific reports (e.g., Gartner, Nielsen) provide reliable data. Sprinklr can help you identify competitive benchmarking through mentions and visibility.

4. Brand sentiment

Brand sentiment refers to the tone or attitude that consumers associate with a brand, often expressed through their opinions, feedback, and social media posts. It can be either positive, negative or neutral. Social listening tools can gauge sentiment analysis. Research suggests a 54% adoption rate for technologies that analyze customer sentiment from reviews or social media.

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📏How to Measure:

· Use sentiment analysis tools to monitor social media comments, reviews and mentions.

· Categorize data into positive, neutral and negative mentions.

🔨Tools: Tools like Sprinklr Insights offer advanced sentiment analysis by tracking mentions and tone across platforms.

Read more: 10+ Best Sentiment Analysis Tools

5. Brand recall

Brand recall is the ability of consumers to remember your brand when they think about a particular product or service. A great example is Coca-Cola, which consumers instantly think of when they’re in the mood for a soft drink, thanks to years of consistent advertising and emotional connections built through its campaigns.

Ways to improve brand recall:

· Be consistent in branding—ensure your brand’s logo, colors, and tone remain the same across all marketing channels.

· Create memorable experiences—offer customer experiences that leave an impression, like unique packaging or engaging ads.

· Sponsor events or causes that align with your brand values, so people associate your brand with positive, relevant moments.

· Use storytelling—build a narrative around your brand that resonates emotionally with consumers, helping them remember you more easily.

📏How to Measure:

· Unaided Recall: Ask customers to name brands in a specific category. E.g., “What brands come to mind when you think of sneakers?”.

· Aided Recall: Provide a list of brands and ask which they recognize.

🔨Tools: Conduct brand recall surveys through survey tools like Google Forms or Sprinklr Surveys.

Knowing how well your customers respond to your loyalty program is essential. It helps you understand what they want and whether changes are needed.

But how do you measure this effectively? Invest in an online survey software that tracks customer conversations across digital and social channels. It also lets you predict phase-level sentiments based on factors such as quality, behavior, resolution time, convenience and more, giving you actionable insights into customer satisfaction.

Want to learn more? Book a demo to explore Sprinklr.

6. Brand Equity

Brand Equity refers to the value a brand adds to a product or service beyond its functional attributes. It is built on customers' perceptions, experiences and overall emotional connection with the brand.

Positive brand equity can lead to customer loyalty, increased sales and the ability to charge premium prices. Representing 59% of global corporate value and 74% of S&P 500 companies' worth, brand equity is undeniably crucial to the world’s biggest corporations.

📏How to Measure:

· Assess brand recognition, customer perception, emotional connection and monetary impact.

· Use premium pricing ability, customer willingness to pay and perception surveys.

🔨Tools: Use brand equity models like Young & Rubicam’s Brand Asset Valuator (BAV). With advanced AI tools like Sprinklr Insights, brand equity measurement becomes effortless. Collecting, analyzing, and presenting data from millions of sources into actionable reports becomes an easy task.

7. Customer Retention

The customer retention rate measures the percentage of customers who continue doing business with your brand over time, while the churn rate reflects those who leave.

A 5% increase in customer retention can boost company revenue by 25%. Effective customer retention strategies include offering personalized experiences, excellent customer service, loyalty programs and continuous engagement.

📏How to Measure:

· Retention Rate = (Customers at the end of the period - New customers) ÷ Customers at the start of the period × 100.

🔨Tools: You can use CRM integration tools to track customer behaviors and retention.

Also Read: Customer Retention [Top 8 Strategies + Examples]

8. Customer Lifetime Value (CLV)

Customer Lifetime Value predicts a business's total revenue from a single customer throughout its relationship. It helps companies understand the long-term value of acquiring and retaining customers, guiding marketing, sales and customer service strategies. CLV considers factors such as the average purchase value, purchase frequency, customer retention rate and the expected lifespan of a customer.

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📏How to Measure:

· Formula: CLV = Average Purchase Value × Purchase Frequency × Customer Lifespan

🔨Tools: Analytics platforms and social listening tools such as Sprinklr provide insights into customer behavior.

Brand health improvement strategies

To improve brand health and maintain a strong market position, companies must adopt strategies that focus on customer satisfaction, consistent messaging and continuous adaptation to market trends. Here are four key strategies to enhance your brand's health:

Enhance customer experience

Focus on providing exceptional service at every touchpoint. Address customer concerns promptly and proactively to build trust and loyalty. Sprinklr makes this easier with its unified customer experience management platform that enables businesses to deliver a personalized and consistent experience across all touchpoints, ensuring a stronger, more cohesive customer journey.

Use social listening for sentiment analysis

Monitor conversations about your brand on social media and online forums. Identify key trends and areas where improvement is needed. Sprinklr Insights has powerful social listening features that provide real-time insights that turn data into action.

Consistent brand messaging

Ensure your brand’s voice and values are consistent across all platforms and touchpoints. This builds a clear, cohesive brand image. The content planning and publishing capabilities of Sprinklr Social enable you to schedule posts in advance and maintain a consistent presence on social media.

Engage in meaningful content creation

Create relevant, engaging content that provides value to your target audience. Use different formats like videos, articles, podcasts and social media posts to reach different preferences. Sprinklr Social’s unified platform can help track trending topics, understand customer interests and optimize content strategy.

If you want to see all these strategies in action, book a demo.

4 Brand health mistakes to avoid

Maintaining brand health is critical for long-term success, but common mistakes can undermine a brand’s reputation, customer trust and overall market performance. Here are four key mistakes to avoid:

1. Ignoring customer feedback: Dismissing customer feedback can damage your reputation. Instead, address concerns and learn from mistakes. To avoid this:

· Regularly monitor customer reviews, support interactions and surveys.

· Use tools to gather and analyze customer feedback across social media, emails and chat platforms.

2. Focusing solely on brand awareness: Prioritizing brand awareness over other brand health indicators like loyalty, reputation or sentiment can result in shallow brand relationships. A well-known brand that doesn’t deliver on expectations risks damaging trust and customer perception. To avoid this:

· Balance awareness campaigns with efforts to build emotional connections and enhance customer experiences.

· Track metrics like NPS, brand sentiment, customer satisfaction and awareness.

3. Inconsistent experiences: Inconsistent messaging, branding or customer experiences across platforms can confuse customers and erode trust. Consistency reinforces brand identity, builds trust and ensures a seamless customer experience. To avoid this:

· Develop clear brand guidelines for messaging, visuals and tone.

· Align teams (marketing, sales and customer support) to deliver a unified experience across all touchpoints.

4. Neglecting customer engagement: Ignoring customer engagement or not responding to queries and complaints can lead to dissatisfaction and impact customer loyalty. Engaging with customers fosters trust, encourages loyalty and helps resolve issues before they affect reputation. To avoid this:

· Respond to customer queries, complaints and feedback promptly and thoughtfully.

· Use a customer engagement platform to facilitate quick responses across various channels, including social media, email and reviews.

Assess your brand health with a brand monitoring tool

A brand monitoring tool tracks mentions, sentiment and overall performance in real time, enabling you to address issues promptly and capitalize on opportunities. Without a monitoring tool, brands risk falling behind on customer feedback, market trends and competitor activities, leading to missed opportunities or unaddressed issues.

Utilizing such a tool helps businesses stay on top of key metrics like brand sentiment, engagement and market visibility. They can also act proactively and remain aligned with customer expectations. Sprinklr Social empowers businesses to monitor brand conversations, analyze sentiment, spot trends, track competitors, and generate detailed reports—all in one platform.

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Intrigued? Request a demo today and experience how Sprinklr can transform your brand management strategy.