Verified Equity is Worldpanel by Numerator's brand health solution that combines survey responses and verified purchase behaviour within a single-source framework to provide a complete measure of brand health, growth potential and commercial performance.

The framework captures the full picture of brand health, a healthy brand being one that is chosen by many people, repeatedly, at a sustainable price, and whose position in the category is strengthening rather than eroding.

A healthy brand is one that is chosen by many people, repeatedly, at a sustainable price, and whose position in the category is strengthening rather than eroding. Keeping your brand healthy increases their chances of commercial success.

With Verified Equity’s analysis, brands can track both their Emotional and Behavioural equity, having a complete look into their overall health and success.

A relative measure of a brand’s emotional strength within the competitive context combining Awareness and a composite score measuring Sentiment.

Awareness - knowing a brand exists - is the first step for most people in the purchase journey. There are many routes to being aware; a brand may be in your memory from childhood, or you could discover new ones with advertising pre-store or a pack standing out on the shelf.

A measure of how meaningful a consumer’s relationship with a brand is. It reflects how people think and feel about a brand and is comprised of Brand Rating, Meets Needs and Distinctiveness metrics.

Worldpanel by Numerator’s analysis shows that brands with stronger sentiment performance are more likely to grow penetration in the future.

Brand rating measures affective valence; a simple, gut-level sentiment toward the brand.

Why measure: The more you like a brand the more likely you are to buy it and come back and buy it again.

‘Meets needs’ is more cognitive and utilitarian, it's asking people to make a rational judgment about performance and fit.

Why measure: Brands must be useful and this is a measure of whether a brand is delivering the functional fundamentals. A brand could be aspirational and exciting, but if the format does not work for me or I cannot easily purchase it then there are real barriers to purchasing it.

Distinctiveness means standing out and being recognisable — being mentally salient.

Why measure: Being distinctive is essential to protect your brand and give you space to grow in a category where products are often functionally similar, and shelf space is crowded. It gives people a clear reason to reach for your brand over a cheaper own-label or competitor alternative.

A relative measure of a brand’s behavioural strength within the competitive context built on Household Penetration and a Purchase Commitment Score.

Penetration is king and is the most important metric in brand health. A brand must have a strong proposition and sales machine to attract the broad base needed to reach a high % of the population.

A measure of how much, and how sustainably, a brand is purchased, comprising Loyalty, Pricing Leverage, and Performance.

• The Loyalty measure includes Absolute Loyalty and Difference from Expected.

Why measure it?
Loyalty correlates with penetration, but it is also essential to brand health because it reflects consumers' willingness to return, buy again, or purchase larger quantities. This indicates satisfaction with product performance and a brand's ability to meet a broader range of consumer needs, thereby increasing its share of the consumer's repertoire.

• Pricing Leverage is based on the distance from the average price per unit volume in the market. Actual price paid is tracked rather than theoretical willingness to pay or the manufacturer's recommended retail price, meaning that promotions and discounts are fully accounted for.

Why measure it?
A higher willingness to pay reflects the value consumers place on what a brand stands for, including its quality, identity, and promise, beyond the functional product itself.

• Performance includes Brand Spend Variation, defined as the absolute change in spending, and Brand Share Variation, defined as the percentage-point movement in market share. We track changes in brand performance across the total market.

Why measure it?
Growth in brand spend and market share is a clear indication that the brand's product offering and proposition are valued by consumers and are being chosen over competing alternatives.

• Why aren't strong brand metrics translating into growth?
• Where are we losing buyers?
• Which audiences represent the biggest opportunity?
• What perceptions drive purchase?