Research Brand Health Tracking


Understand how consumers perceive your brand — and where it stands in the market

Brands, like people, benefit from regular check-ups. Gradus BHT helps you assess the current strength of your brand, track how it evolves over time, and understand what is driving those changes. 

Instead of looking at dozens of individual metrics in isolation, you get a connected view of brand health — from awareness and the ability to convert familiarity into choice, to building a meaningful advantage over competitors. 

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What business questions does BHT help answer?

Assess brand strength

  • How strong is your brand in the market today? 
  • How is brand health evolving over time? 
  • Which metrics require the most attention? 
1

Diagnose what drives change

  • What is driving brand growth or decline? 
  • What are the key drivers and barriers? 
  • Where are the strongest opportunities for growth? 
2

Strengthen competitive position

  • How does the brand perform versus competitors? 
  • Where are we winning, and where are we losing ground? 
  • Where should we focus our marketing efforts? 
3

What we measure

We track the full journey from being present in consumers’ minds to becoming their preferred choice: 

  • brand awareness and recognition; 
  • brand perceptions and reputation among the target audience; 
  • brand experience, trust and loyalty; 
  • willingness to recommend and advocate for the brand; 
  • key brand image attributes and choice drivers; 
  • effectiveness of marketing initiatives. 

Metrics are interpreted in the context of the category, competitive landscape and previous research waves. 

BHT can be run as an ongoing tracker or as a standalone diagnostic study, depending on the business need. 

Insights you can use to:

 

  • quickly assess brand strength through three composite indices; 
  • understand what is driving changes and where growth opportunities lie; 
  • build awareness and strengthen brand reputation; 
  • optimise marketing strategy and reinforce competitive position; 
  • manage reputation more effectively and build a stronger base of loyal brand advocates. 

Gradus BHT takes you beyond “the metric went up or down” to the question that really matters: “What should we do about it?”

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Additional modules

Depending on the business question, BHT can be expanded with dedicated diagnostic modules.​

1

Campaign Impact

Measure the impact of advertising and communication activity.

2

New Products

Understand the role of innovation and new product launches in brand growth.

3

Price

Assess price perceptions and their impact on brand choice.

4

Choice Drivers

Identify the factors that have the greatest influence on brand choice.