Enhance your brand health to empower your organization and gain a competitive edge.
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Gartner's Six Point Brand Health Framework
Only 21% of brand leaders believe that the brand metrics they track lead to actionable insights.
The global market for brand health tracking is growing. However, despite growth in the market, CMOs struggle to identify the right vendor and appropriate metrics to measure brand health success. Use the Brand Health Framework to get insights and expert recommendations to successfully find the best-fit brand health tracking provider and:
- Measure your brand health with targeted metrics
- Communicate the impact across the organization
- Prove brand’s contribution to business results
About brand health
While 57% of brand leaders assess brand health, only 21% find these insights actionable for their organization. CMOs are tasked with developing and articulating their organization’s brand strategy. Their role requires them to be strategic value providers — from managing marketing activities to crafting a robust, strategic plan for building and maintaining brand health. With CMOs regularly citing brand building as a desired capability, organizations need a comprehensive brand strategy that addresses both current and future brand health needs.
However, many CMOs struggle to create clear and compelling brand strategies because they find it challenging to identify the right metrics for measuring brand success. They also face difficulties in communicating the importance of brand health across the organization.
To enhance brand strategy, CMOs should:
Understand the organization’s brand priorities
Adopt the Brand Health Framework to assess brand health
Engage cross-functional teams to support brand health initiatives
This is an opportunity for CMOs to redefine their role and establish themselves as proactive, strategic leaders who can effectively measure and improve brand health across the organization.
Brand Health FAQs
What is brand health?
Brand health is the overall measure of a brand's strength and perception in the market, reflecting factors like awareness, loyalty, and consumer satisfaction.
How to improve brand health?
To improve brand health, focus on enhancing customer experience, increasing brand awareness, and consistently aligning your brand messaging with consumer values and expectations.
Why does brand health matter?
Brand health matters because it directly influences customer loyalty, competitive advantage, and the ability to achieve long-term business success.
What is the formula for brand health?
There isn't a universal formula for brand health, but it is typically assessed using a combination of metrics such as brand awareness, customer satisfaction, brand loyalty, and market share.