Index score, an overall measure of brand health, is an average of the following six core brand perception metrics:
- General Impression: Which of the following brands do you have a generally positive/negative feeling about?
- Satisfaction: Which of the following brands would you say that you are a satisfied/dissatisfied customer of?
- Quality: Which of the following brands do you think represents good/poor quality?
- Value: Which of the following brands do you think represents good/poor value for money?
- Recommendation: Which of the following brands would you recommend/tell a friend to avoid?
- Corporate Reputation: Which of the following companies would you be proud/embarrassed to work for?