Brand equity, the value of your brand, is important as a concept but is seldom actually calculated as a metric because this can't be done with any accuracy.Although we refer to "customers" in the overview above, it would be more accurate to say that you measure brands with your target market. All of the brand metrics above can only be measured by asking the customer in a survey or interview with the exception of brand loyalty and customer lifetime value that can be measured directly.
Brand RecognitionThe percentage of customers who recognize your brand name and visual identity.
Brand AwarenessThe percentage of customers who recall your brand with prompts such as a product category.
Top of MindThe percentage of customers who recall your brand first for a product category.
Brand LoyaltyRepeat purchases or customer retention rate.
Customer Lifetime ValueA forecast of the total average future purchases per customer.
Customer SatisfactionThe percentage of customers who say they are satisfied.
Net Promoter ScoreSubtract brand detractors who rate the brand low from brand promoters who rate the brand high.
Brand ImageRating a brand in areas such as luxury, prestige, quality and value.
Brand PreferenceThe percentage of customers that prefer your brand when its available at a reasonable price.
Brand InsistenceThe percentage of customers who will only buy your brand.
Brand EngagementThe number of customer interactions with a brand in a month.
Brand AssociationsAsking which brands customers associate with your brand to determine “brand neighbors.”
Brand PersonalityAsking customers to choose character traits for a brand such as reliable or friendly.
Brand RevenueThe revenue produced by a brand.
Brand MarginsThe net margins of a brand, an indication of brand equity.
Market ShareYour sales as a percentage of all sales in a product category or industry.
Share of VoiceHow much you spend on advertising as a percentage of all comparable spending by all competitors.