BrandIndex

 YouGov BrandIndex tracks brand health every day through regular consumer surveys, providing continuous insight into brand performance across advertising awareness, aided brand awareness, attention, buzz, word of mouth exposure, impression, customer satisfaction, quality, value, corporate reputation, recommendation, purchase intent, consideration, current customer, former customer and index (overall brand health). With competitive benchmarking and campaign measurement tracking in 55+ markets globally, as well as supplemental AI-guided interviews also available, you unlock a real-time understanding of how your brand is shifting and why.

YouGov BrandIndex delivers brand health intelligence across 55+ markets, using a consistent methodology of tracking 16 vital brand health metrics continuously. This allows brands to track performance within individual countries while also comparing results across markets, for an entire look at your global brand health.

We conduct daily surveys in every core market, enabling us to track regular, ongoing shifts in brand perceptions, providing a timely view of changes in brand health. With nationally representative samples in each market, YouGov BrandIndex delivers insight that reflects local consumer sentiment while supporting a globally comparable view of brand and competitor performance.

YouGov BrandIndex provides continuous competitive intelligence across 27,000+ brands, allowing you to see how your brand compares to competitors, and how those relative positions change over time through daily tracking and historical data.

Specifically, YouGov BrandIndex allows you to benchmark your brand against competitors using syndicated brand tracking data that consistently measures 16 core brand health metrics, all of which can be filtered further by key audience metrics like demographics, psychographics, media consumption, customer status, and more. This daily tracking provides a reliable view of performance within your sector or industry, or in comparison to selected competitor brands.

Brand equity refers to the strength a brand name adds to a product. YouGov provides a measure of brand equity, by tracking both tangible and intangible drivers of brand strength through our set of 16 brand health metrics. These metrics are combined into a single, reliable Index score, providing a clear and comparable measure of how brand equity evolves over time, with nationally representative audiences or key consumer groups. 

YouGov BrandIndex measures the perceived quality of a brand by utilizing daily surveys to ask our panel whether they think a brand is good or poor quality. Respondents answer the questions by looking at a set of competitive brands. For instance, they see Nike, adidas, and Puma all together and are asked which they think are good quality. Then a follow-up question asks which brands they think are poor quality. Additional qualitative probing to understand why respondents select each choice is available via BrandIndex Voices, YouGov’s AI interviewer solution.

By measuring perceived quality across 27,000+ brands, BrandIndex can deliver the perceived quality of your brand, as well as competitors’, allowing you to benchmark against competitors and identify periods during which and audiences for whom quality perceptions are strongest. 

YouGov BrandIndex tracks consumer trust across industries, by measuring a set of key brand perception metrics that can be compared directly with industry competitors or aggregated together into a singular industry metric. By bringing together brand impression, corporate reputation, value and recommendation, BrandIndex shows how much consumers trust your brand and how that compares to other brands in your industry, or the industry itself.

YouGov BrandIndex enables detailed analysis of how different demographic segments and geographic markets perceive your brand versus competitors. With 27,000+ brands tracked across 55+ countries worldwide, global brands can measure their performance consistently across key markets. Within each country, additional regional and segmentation filtering is available for deeper analyses. Brand and competitor data can also be accessed through Profiles, where brand data can be analyzed against 2+ million datapoints. Our API capabilities also allow you to consistently surface which audience groups view your brand most favorably and where perception gaps exist across markets within your internal systems. 

YouGov BrandIndex measures consideration through aided awareness, brand consideration sets, and stated purchase intent across time horizons. Our validated measures predict actual purchase behavior, showing how consideration levels correlate with market share in different categories. 

YouGov BrandIndex tracks consumers through the complete brand funnel from awareness to consideration to preference to purchase. Our funnel analytics reveal conversion rates between stages, identify exactly where your brand loses consumers versus competitors, and show funnel performance across customer segments. 

YouGov BrandIndex allows you to quantify the impact of word of mouth on brand consideration by tracking Word of Mouth exposure daily as one of our metrics. This captures whether a consumer has talked about your brand with family or friends in the past two weeks, enabling you to identify when and how key moments for your brand have driven conversation.

BrandIndex also tracks ‘Buzz’ - a metric that measures whether consumers have heard positive or negative things about brands. This buzz metric can then be analyzed by consumer segment and compared to competitors in your segment, revealing how word-of-mouth influences brand growth and the volume of conversations around your brand.