Brand Health Index Overview
A modern approach to measuring brand equity using real-time data
Traditional techniques of calculating brand equity, such as using customer satisfaction surveys, often are very expensive and fail to truly capture real-time public sentiment and evolving consumer attitudes reflected across digital platforms.
Despite the abundance of social media and online review data, most financial institutions still rely on static, lagging indicators of brand performance due to a lack of understanding of how to truly utilize and interpret this data.
Our Solution
Our project bridges this gap by developing a Brand Health Index (BHI) for TD Bank that integrates multiple data streams—social sentiment, complaint data, and financial indicators—into a unified, time-sensitive measure of brand equity.
Track consumer perception as it evolves over time
Utilizes public data instead of expensive surveys
Combines social media, complaints, and financial data
Correlates brand health with financial outcomes