WCNMEASUREMENT MAPMEASUREMENT & EQUITY
Brand Measurement
How we know
it’s working.
it’s working.
Three instruments — health tracking, awareness research, consistency audits. The feedback loop that turns brand from an act of faith into a number we can move.
29%
MEASUREMENT COVERAGE
3 Tracked
13 Building
17 Blind
ABrand health tracking→
Brand health tracker (quarterly)
Awareness funnel KPIs
Brand equity index
Sentiment · share of voice
Competitor benchmark
Health dashboard
BAwareness research→
Aided / unaided recall study
Audience segmentation
Message testing
Brand-perception survey
Recall by channel
Pre / post campaign lift
CConsistency audits→
Logo misuse scan
Visual consistency audit
Voice · tone audit
Touchpoint inventory
Off-brand flag log
Audit cadence (quarterly)
DVoice of customer→
NPS · CSAT
Review · social listening
User interviews
Support-ticket themes
Win / loss analysis
EAnalytics & attribution→
Branded search volume
Direct-traffic trend
Campaign attribution
Funnel conversion
Cohort retention
FReporting & action→
Research repository
Quarterly brand review
Insight → action log
Exec scorecard
Benchmark targets
The brand health funnel
what we measure as a stranger becomes a fan
KPI · UNAIDED RECALL
01
Awareness
Do they know we exist? Reach, recall, share of voice.
→
KPI · CONSIDERATION SET
02
Consideration
Are we on the shortlist? Familiarity, perception, fit.
→
KPI · PREFERENCE SHARE
03
Preference
Do they pick us over the rest? The moment brand pays off.
→
KPI · NPS · REFERRALS
04
Advocacy
Do they bring others? Loyalty, referrals, word of mouth.
Every stage has a number. The job is to move each one up and to the right — and to know, quarter over quarter, whether the brand is compounding or just spending.
The measurement principle, in one line
A brand you can’t measure is a brand you can only hope for.
WCN Brand Measurement Map · health tracking · awareness research · consistency auditsMEASUREMENT & EQUITY · v1.0