Hanover Research
Become a Client

Guide to Brand Health Measurement

  • Topic: Brand Strategy, Corporate
Brand health measurement

Turn Brand Health Insights Into Better Growth, Product, and Marketing Decisions

Strong brands attract and retain customers, support new product launches, strengthen competitive positioning, and help organizations grow market share. The challenge is understanding what is driving those outcomes and measuring brand performance in a way that supports better decisions.

This guide explains how to evaluate brand health, identify the metrics that matter most, and use brand insights to support stronger marketing, product, and growth decisions.

What is in the guide

  • How brand health influences customer retention, market share, product success, and business growth
  • The three types of brand measurement and how they work together to provide a complete view of brand performance
  • The six brand health metrics needed for a complete view of customer awareness, perception, loyalty, and future intent
  • When brand health should be measured, why different types of measurement matter, and how each supports specific business goals

This guide reflects Hanover Research’s experience helping organizations develop brand health measurement programs that connect brand performance to customer retention, market share growth, product success, and competitive advantage. It combines measurement best practices with practical guidance on what to measure, when to measure it, and how to use brand insights to support business goals.

Key insights

Brand performance often shifts before business results do

Changes in awareness, perception, loyalty, and purchase intent can signal emerging risks and opportunities before they appear in customer retention, market share, or revenue outcomes

More brand data won’t give you more clarity

Collecting more metrics does not automatically improve understanding. Organizations need a structured approach that connects brand data to customer behavior, competitive position, and business performance to determine what matters most

Executives report substantial return from brand measurement research

Organizations report an average 10× ROI from brand measurement research, demonstrating the value of understanding what drives brand performance and using those insights to support business decisions

This guide is for you if

  • You need to understand how brand performance is impacting customer retention, market share, and business growth
  • Leadership needs clearer insight into what is strengthening or weakening the brand and where action is required
  • You need a more complete view of brand health than awareness or perception alone can provide
  • You want brand measurement to guide growth, product, and marketing decisions rather than simply reporting performance

Still have questions?

It helps you structure and connect brand metrics across how you measure them, when you measure them, and what they represent — so it’s easier to interpret signals and turn them into clear decisions about where to act.
Yes. It helps you identify gaps in what you measure and uncover where your current metrics fall short — so you can connect them to what’s actually driving brand performance.
Yes. It provides a structured starting point to define what to measure, when to measure it, and how to turn brand data into actionable insights.
It connects brand measurement to business outcomes, helping you prioritize initiatives and support decisions with clear, evidence-based data.
Brand health measurement

Turn Brand Health Insights Into Better Business Decisions

Download The Resource