Proper Brand Research

There are some key attributes that you need to research on to determine brand health.  Here they are:

Brand awareness (top of mind, aided)

Brand preference

Brand importance

Brand accessibility

Brand value (benefits divided by cost)

Brand differentiation or brand promise, and satisfaction against the brand promise

Check ownership of each important attributes in that category

Brand usage or brand used most often

Brand emotional connection, such as self expression or trust

Brand imagery or brand character

Do a perceptual map of important attributes, and how strong or weak your brand is in each category. If your brands are small, you will need to use deeper differentiation and more clutter breaking advertising style.