A healthy brand is one of the most important assets of a company and is crucial for driving higher levels of buyer consideration, recommendation and trust. Yet, brand health models and tracking programmes haven’t been keeping up with the pace of change. Many focus on current and past successes rather than if a brand has momentum moving forward.
The measures of awareness, familiarity, consideration and usage assume a linear framework which worked perfectly in an age where messages were pushed through mass media, and communication was one