Brand Index Methodology

The data for each Brand Index is gathered from 1,000 nationally representative UK consumers aged 18-65, surveyed once per quarter.

We ask respondents to consider the industry in question (12 industries in total), and proceeded with questions on three key metrics:

  • Unprompted Brand Recall - the first brand which comes to mind within the named industry.
  • Purchase Intent - the percentage of respondents who are ‘Very likely’ to shop with the brand they previously named, based on their response to a single choice answer scale from ‘Very likely’ to ‘Very unlikely’.
  • Net Promoter Score (NPS) - how likely respondents are to recommend the brand they named to a friend or colleague, based on their response to a single choice scale from 0 to 10.

NPS is calculated as the number of promoters (those who voted 9 or 10) minus the number of detractors (those who voted 6 or less), while passive respondents (who voted 7 or 8) are removed from the calculation. If 100% of respondents were brand promoters the brand would score an NPS of 100, and if 100% of respondents were brand detractors the brand would score an NPS of -100.

These three metrics are combined to give two overall scores for each brand named in the report:

  • Brand Strength - irrespective of how highly recalled the brand is, this is a measure of how well the brand is thought of within the market. Brand Strength is calculated by adding together the brand’s Purchase Intent and Net Promoter scores.
  • Total Brand Equity - how well thought of each brand is in relation to how well recalled it is. This is calculated as Brand Strength multiplied by Unprompted Brand Recall.

Click here for more information on the metrics you can use to establish the health of your brand.