ATU indicators reveal how well-known, trusted and used your brand is. High ATU scores indicate that your brand is easily recognizable and widely used.

Brand equity is a key concept in the management of a business strategy. It helps identify the set of characteristics that consumers associate with the brand and the key differentiation points.

As you develop strong ATU and brand equity, it is crucial to pay close heed to who your brand promoters are. Indeed, unlike passive customers, your loyal customers help bolster brand health. Find out who these loyal and passive customers are in your target market by integrating brand loyalty or hesitation in your brand health study.

Brand positioning allows you to stand out from competitors. This differentiation helps to bolster brand awareness, communicate value, and enhance brand equity — all of which impact your brand health.

If one of your objectives is to develop a strategy to boost your brand awareness, then you need to know how to address your customers. Finding the most suitable communication channels and carefully selecting your key claims render your brand health stronger.