Measuring brand health

Most of the companies today are unable to identify how brand health is connected with future revenue expected from customers. Their sole focus for building brand is through continuous advertising, which indirectly creates a brand image. In reality, image building is not the sole purpose of brand health rather the entire business performance is derived out of few specific interrelated measurable elements. Often brand equity has been linked to shareholder value [35] as an intangible, long lasting metric of a company, which hardly affects top-line growth. By contrast, brand health is tangible and is linked to current and future value with consumers. Brand health measures the state of the brand in the minds of both internal and external stakeholders (e.g. prospects, customers, employees, investors, and public influencers). Therefore, effective management & monitoring of brand health can significantly impact and influence organization's profit. With special emphasis upon marketing and business performance measures, brand owners identify which of the attributes act in favor or against adding value to the brand, and identify fundamental forces behind these perceptions. For example, Knowing thoroughly constitutes a brand, drive customers to choose it over rival brands also assists organization in optimal allocation of their resources so as to fulfill brand's potential. Subsequently these decisions can then be related back to top-line financial results to measure other performance metrics. Hence, in order to build and manage brand over time to deliver increased value to both the customer and business, it is fundamental to measure brand health. In this paper, we focus on only few prominent factors as identified from literature and attempt to analyze and determine the overall utility derived from these factors in measuring effectiveness of brand health. The study is based on the responses sought from teachers and staff members of a private university, located in North India. The questionnaire relating to the brand health factors instruments was administered to the sample population and the findings indicate that these factors enhance organizational performance and play a vital role in the growth of an organization.