What is brand health?
Also called: brand health index · brand health score
Brand health
How well a brand is performing against its own category on the measures that predict future demand, engagement, growth, audience scale, and consistency.
Brand health is relative by construction. The same engagement rate is excellent in one category and poor in another, so a health figure quoted without the set it was scored against is not a measurement, it is a decoration.
Traditional brand health measurement leans on survey instruments, unaided awareness, consideration, net promoter score, which are accurate and slow. Social measures are the fast proxy: they move daily, cost nothing to read, and capture only the people who post. Most teams run both and use the fast one to decide when to look.
A composite index is only as good as its published formula. An index whose weights are secret cannot be argued with, which is a weakness dressed up as authority.
How we calculate it
We score four components, engagement, growth, audience scale, and output, as percentiles against the brand's own category, weighted 40/30/20/10. Any component we have not measured is dropped and the remaining weights renormalised, and a brand with fewer than three measured peers gets no score at all.
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