Index – A measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction Recommend and Reputation

Impression – Whether a consumer has a positive or negative impression of a brand

Value – Whether a consumer considers a brand to represent good or poor value for money

Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand

Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand

Recommend – Whether a consumer would recommend a brand to a friend or colleague or not

Quality – Whether a consumer considers a brand to represent good or poor quality