Question
A good score on a brand health tracker indicates that your brand is strong, well-recognized, and likely to be recommended by consumers. It suggests that your brand is at the top of the marketplace, with high awareness and usage. An average score suggests that your brand is doing okay but there's room for improvement. It might mean that your brand is known but not the first choice for consumers. A poor score indicates that your brand is in need of serious help. It might be unknown to your target audience or not their preferred choice. It suggests that your brand's image and reputation could be improved.
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This brand health tracker is a way to assess how strong your brand is associated with being "the top" of the marketplace, awareness and usage, and the overall satisfaction and likelihood of consumers to recommend your brand to others. Interview a representative sample of your company's target audience instead of existing customers to assess your brand's strength with the customers you want to attract. The individual scores are added up to create an aggregate score that is rated with the key at the bottom to indicate whether the score is good, average, or poor and in need of some serious help.(Slide 31)
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