Brand health encompasses the overall well-being and public perception of a business, including reputation, customer satisfaction, loyalty, and market share.
To measure brand health, businesses should use both qualitative and quantitative methods such as surveys, social listening, focus groups, and market share analysis.
Giovanna Alfieri emphasizes that looking at data is just the start; it leads to deeper inquiries about consumer behavior and perceptions.
Monitoring key indicators like Net Promoter Score and customer feedback helps track brand health over time and understand customer loyalty.
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