Guide
What is brand health? A guide to measuring and maintaining it
Brand health is a way to measure the performance and perception of a brand by monitoring a variety of metrics—learn how you can use brand health to increase the safety and success of your brand.
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Brand health is a way to measure the performance and perception of a brand by monitoring a variety of metrics. Tracking brand health is integral to the safety and success of a brand and can be a powerful tool at every stage of the marketing funnel.
What is brand health?
Brand health is a way to assess how your brand is performing and to identify what its strengths and weaknesses are. By using a range of metrics to measure its performance and perception, a brand can see its value, assess its brand reputation, and evaluate where it stands in relation to its competitors.
Why does brand health matter?
Brand health is important because it enables a company to use marketing and advertising effectively to reach their customers. It can help ensure that resources are being used correctly and can have a major impact on a brand’s equity, brand reputation, impact, and growth.
Why measure brand health?
Tracking brand health is vital to a brand’s success because it provides insight into how the brand is performing, allowing companies to adjust to be their most effective. It can also identify new opportunities for growth or ways to improve the brand reputation and customer satisfaction.
How are brand health and brand equity different?
While brand health and brand equity are both integral to a company’s success, they serve very different purposes. Brand equity is the quantitative measure of a brand’s value to their customers; it can be measured by metrics like brand awareness, the financial value of the brand, and customer loyalty. Meanwhile, brand health is the performance and perception of a brand, which is measured by a number of metrics—one of which often includes brand equity.
Brand health metrics
NPS (Net Promoter Score)
The Net Promoter Score is a metric that measures customer loyalty and satisfaction. Using an index system, it asks respondents to rate the likelihood that they would recommend the company, product, service, or brand to a family member, friend, or colleague.
CSAT (Customer Satisfaction)
A customer satisfaction score, or a CSAT, is a metric used to measure how satisfied or happy customers are with a brand’s products, services, or interactions. The feedback from customers through CSAT can help a brand understand their customers better and also pinpoint areas for improvement.
Share of voice
Share of voice is used to measure a brand’s presence in the market share compared to their competitors. By tracking metrics like social media mentions, digital impressions, and earned media coverage, a brand can gauge their visibility to their desired audience in relation to competitors.
For Amazon sellers, this includes comparing your brand's awareness index, consideration index, and purchase index against category benchmarks to understand your competitive position.
Brand sentiment
Brand sentiment is the overall feeling or perception that people have towards a brand and its products or services. By understanding customers’ emotions and opinions towards their brand, both positive and negative, companies can adjust their messaging and strategy for optimum impact.
Brand recall
Brand recall measures how easily or quickly customers can remember your brand, products, or services without any prompting or cues. This metric speaks to brand awareness and exposure and can be a valuable part of brand equity.
Brand equity
Brand equity is the commercial value of a brand that can be quantified by customers’ awareness and knowledge of the brand. Drawing on elements like social value, perceived quality, customer loyalty, and customer satisfaction, brand equity speaks to a brand’s impact and influence.
Purchase intent
Purchase intent is the probability customers buy a brand’s product or service. By measuring customers’ plans to purchase something or their willingness to shop, it can help companies create effective marketing strategies and campaigns.
Brand search
Brand search is the overall number of search engine queries that customers make with a brand’s name or a product name associated with a brand. Brand search can be a way to measure brand awareness and recognition. Brand search measures customer awareness through branded search activity on Amazon. This includes both standalone brand searches and brand searches that lead to detail page views, with the latter typically indicating higher customer intent and return on engagement.
How to measure brand health
Brand health can be measured in different ways. Some of the metrics used to determine brand health include monitoring social media by using social listening tools, gauging brand awareness and brand loyalty by surveying customers, and observing the performance and perception of the brand to better understand what it’s doing well and what it can improve on.
Brand lift studies
Brand lift studies measure the effectiveness of a brand’s marketing campaign on customers’ perceptions, preferences, and behaviors. Using surveys to gather data, brand lift studies can chart changes in customers’ perceptions and behaviors towards a brand, in order to better reach a brand’s desired audience. Amazon Brand Lift studies are designed to measure the impact of advertising on upper-funnel marketing objectives. They help determine if audiences that saw an ad were more likely to be aware of, favor, or intend to purchase a brand compared to customers who had not seen an ad.
Brand loyalty
Brand loyalty is when customers continue to buy products or services repeatedly from the same brand, despite alternatives being offered by competitors that may be similar or different in price. Brand loyalty is often motivated by brand perception or positive feelings towards the brand, which can derive from a range of factors from customer service to product quality and value.
Brand preference is when a customer chooses or favors one brand consistently over others. Consumers’ brand preference can be influenced by their perception of the brand or their past experience with the brand’s product or services.
Brand purchase
A brand purchase is when customers buy a product or service from a brand because of specific factors. These motivating factors can include brand equity, the brand’s reputation and perception, the customers’ trust and experience with the brand, the perceived quality and value of the brand, as well as social media marketing.
Brand positioning is a marketing strategy that posits the unique value that a brand can provide to customers. Through brand positioning, brands help to convey the value and impact of their product or service to customers.
Social listening
Social listening is the measuring and analyzing of online conversations to better understand what customers are saying about a brand, product, or service. Social listening can include monitoring social media channels for mentions of a specific brand, product, or service, as well as monitoring online customer support forums.
Focus groups
A focus group is a group interview with a set demographic of people who share their feelings and opinions about a specific topic with researchers. It can be an insightful way to learn more about potential customers’ feelings about a product before it is launched or to gain knowledge about brand perception by consumers.
Customer reviews
Customer reviews are an opportunity for brands to hear from customers about how they think and feel about a product or service. Customer reviews can be a valuable way for brands to learn more about what their customers like and what they would like to see in the future.
How to improve brand health
Since brand health is an important part of any brand’s success, improving brand health should always be at the forefront of any company’s goals. To improve brand health, brands should focus on making sure that their brand’s values, goals, and offerings are clearly defined and can speak to their customers’ needs by monitoring key metrics.
Understand the brand
Having a clear brand identity is crucial to brand health. Brands should have consistent messaging, values, and visuals across all products and services offered. Soliciting regular reviews and customer feedback helps brands to adjust their brand identity to remain relevant and resonant with customers.
Analyze brand health
Measuring brand health is an integral part of not only improving but maintaining brand health. Brands should be routinely monitoring key metrics like brand awareness and brand mention across social media channels, as well as checking on customer satisfaction and loyalty by asking for customer feedback, doing surveys, running focus groups, and using social listening.
Value and connect with customers
At the heart of brand health are happy and loyal customers. Brands can ensure brand health by focusing on customers’ wants and needs, listening to customer feedback, and using strategies to build and keep customer loyalty.
Resolve problems and keep improving
An important part of brand health is addressing problems that need to be fixed. Brands should be proactive about monitoring and resolving negative sentiment online and responding to negative feedback or customer complaints.
Brand health tracking examples
EXPERT ADVICE
Haus & Kinder
Digital-first lifestyle brand Haus & Kinder used metrics to measure the overall growth and efficiency of the company. The brand turned to Amazon Ads for tools like Amazon Pi to get an overall understanding of brand health, using insights such as ranking in keywords, views, and share of voice. Haus & Kinder also measured key performance metrics like click-through rate, conversion rate, and cost-per-click; by continuously observing these metrics and using them to optimize their strategy, the brand was able to drive efficient customer acquisition and growth.
Case Study
Physician’s Choice
Wellness product brand Physician’s Choice sought to increase brand awareness, using brand search metrics as a key measure of their brand health. To achieve this, they tested different ad solutions and channels, using metrics like clickthrough rate, conversion rate, cost-per-click, and ROAS, while paying special attention to new-to-brand customers.
Measurement solutions from Amazon Ads
Amazon Ads offers various measurement and analytics solutions that can help brands measure their performance and perception. These products can measure and optimize every impression with a range of insights that span shopping and streaming to browsing.
Campaign reporting with Amazon provides insightful metrics through the Amazon advertising console and Amazon DSP reporting. With these tools, discover information on standard industry metrics such as impressions, clicks, and sales, as well as proprietary Amazon metrics such as new-to-brand, brand halo, and Subscribe & Save.
Amazon Attribution measurement helps advertisers measure and optimize non-Amazon marketing strategies that can help customers discover, consider, and purchase products on Amazon.
The Amazon Shopper panel is an opt-in, invitation only program where participants can earn monthly rewards by sharing receipts from purchases made outside of Amazon or by completing short surveys about their opinions on brands or products that can give advertisers insight.
The Amazon Marketing Cloud (AMC) is a secure, privacy-safe, and cloud-based clean room solution in which advertisers can perform analytics and build audiences across pseudonymized signals, including Amazon Ads signals as well as their own inputs.
Omnichannel Metrics (OCM) are a way for advertisers to measure the aggregated, total impact of their ad tactics on shopping activities wherever they spend time while campaigns are still mid-flight.
Amazon Brand Lift studies are designed to be an insightful, quick, easy, and privacy-safe way for advertisers to quantify the impact of their full-funnel campaigns. Brand Lift studies on Amazon can help measure changes in brand awareness, brand consideration, purchase intent, ad recall, and brand favorability.
Amazon Marketing Stream is a push-based messaging system that delivers hourly Amazon Ads campaign metrics and information on campaign changes in near real time through the Amazon Ads API.
With Rapid Retail Analytics, Amazon Ads can provide the “last hour’s insights” within minutes—enabling holistic optimization of Amazon Ads campaigns joined with retail performance metrics.
