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What is BrandIndex?

YouGov's BrandIndex is a daily measure of brand perception among the public, tracking many brands across multiple sectors simultaneously. So, as a subscriber, you not only get a real-time picture of your own brand’s health, but also that of competitors and whole sectors.

Results are delivered through an instant-access online reporting tool so you can keep a constant eye on brand health. Because the data is updated daily, any changes in public perception can be spotted immediately and acted on accordingly.

BrandIndex operates at a national and international level, allowing you to track brand perception in just one country, compare across multiple countries and/or monitor a global picture.

Individual measures

BrandIndex tracks perception of the following values independently so that you can identify key areas for improvement and subsequently measure the effectiveness of any strategic actions, and you can see how you compare with your competitors on specific values.

  • Buzz (whether people have heard anything positive or negative about the brand in the media or through word of mouth)
  • Attention (the percentage of the general public that has heard anything, positive or negative, about the brand in the media through word of mouth)
  • Quality
  • Value
  • Customer Satisfaction
  • Reputation
  • General Impression
  • Recommendation
  • Brand Awareness
  • Word of Mouth Exposure
  • Current Customer
  • Former Customer
  • Purchase Intent
  • Purchase Consideration
  • Ad Awareness

The addition of Advertising awareness and word of mouth exposure will help you distinguish between paid and earned media. By including the purchase funnel, this will allow you to better 'connect the dots' between Advertising, Marketing and communication activities and the impact they have on awareness and then on purchase intent and customer growth.

An Index score is also provided, which is the average of all the attributes excluding Buzz and Attention. These two scores are excluded as they may (or may not) be impacting the brand but not yet part of the underlying perception.

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