Branding metrics

1. Important Brand Metrics
Adam Acar, PhD

2. Category Size: Total number of people or households
that ever bought this type of product or may buy this
type of product.
Category Penetration: Number of people-households
in the category divided by the total population-
households in the country.
Market share: Sales of the brand/ Total sales of all
brands in the category.

3. Trial Rate: Percentage of category users who ever tried
the brand
Repurchase Rate: Percentage of people who bought the
brand again after trying it. This also indicates “loyalty.”
Share of voice: Advertising expenditures of the brand /
Total advertising expenditures of all the brands in the
category.
Share of wallet (per customer): Number of times a
brand is purchased in 1 year / Total number of purchases
in the category in 1 year. (e.g. toothpaste 6 times in 1
year but bought Colgate only 3 times. SOW=3/6=0.5)

4. Heavy Usage Index: Average Total Purchases in
Category by Brand Customers within 1 year/
Average Total Purchases in category by all
Customers for that category within 1 year
Referral Rate: Percentage of people who
recommended or willing to recommend the brand
to another person.
Purchase intent: Percentage of people who would
definitely or probably buy the brand in their next
purchase.