Enter brand performance data
Use percentage values for brand and customer metrics. NPS can range from -100 to 100. Growth inputs can be negative.
Example data table
This sample shows a brand with solid awareness, moderate loyalty, positive sentiment, and growth ahead of the category.
| Metric | Example Value | Interpretation |
|---|---|---|
| Brand Awareness | 68% | Reach is healthy, giving the brand enough top-funnel visibility. |
| Consideration Rate | 52% | More than half of aware buyers will consider the brand. |
| Preference Rate | 41% | Preference is positive but still leaves conversion room. |
| Net Promoter Score | 34 | Advocacy is positive and supports future demand quality. |
| Repeat Purchase Rate | 46% | Loyalty is present, though retention systems can improve. |
| Retention Rate | 72% | The brand keeps a strong share of existing customers. |
| Review Sentiment | 81% | Public proof supports trust and conversion confidence. |
| Share of Voice | 15% | Visibility slightly leads current market share. |
| Market Share | 11% | Share base is meaningful and can still grow. |
| Brand Growth | 18% | The brand is expanding ahead of category momentum. |
| Category Growth | 10% | The market is growing, but slower than the brand. |
| Price Premium Acceptance | 37% | A useful portion of customers accepts premium pricing. |
Formula used
1. NPS Normalized
NPS Normalized = (NPS + 100) / 2
2. Excess Share of Voice Score
ESOV = Share of Voice - Market Share
ESOV Score = clamp(60 + (ESOV × 4), 0, 100)
3. Growth Alignment Score
Growth Delta = Brand Growth - Category Growth
Growth Score = clamp(60 + (Growth Delta × 4), 0, 100)
4. Funnel Efficiency Scores
Awareness to Consideration Efficiency = (Consideration / Awareness) × 100
Consideration to Preference Efficiency = (Preference / Consideration) × 100
5. Final Brand Market Fit Score
Final Score = Σ (Normalized Component Score × Weight ÷ 100)
Each weighting profile changes the emphasis, but every profile still totals 100%.
How to use this calculator
- Enter recent brand performance figures from surveys, CRM reports, review platforms, analytics tools, or market trackers.
- Choose a weighting profile. Balanced gives even coverage, Growth prioritizes market momentum, and Loyalty focuses on retention and advocacy.
- Click Calculate Brand Market Fit to generate the total score, key sub-metrics, recommendations, and the Plotly graph.
- Review the weakest components first. They usually explain where the brand loses efficiency or momentum.
- Use the CSV and PDF buttons to save the result for reporting, planning, or stakeholder review.
FAQs
1) What does brand market fit mean?
It reflects how well a brand’s awareness, preference, loyalty, sentiment, and growth signals match real market demand and customer expectations.
2) Is awareness enough to prove fit?
No. Strong awareness without consideration, preference, retention, or advocacy usually signals attention without true demand strength.
3) Why is NPS included?
NPS adds an advocacy layer. It helps estimate whether customers are likely to recommend the brand and strengthen efficient growth.
4) What is ESOV?
ESOV means excess share of voice. It compares visibility against market share and helps show whether the brand is loud enough to grow.
5) Can I use internal survey data?
Yes. The calculator works best when survey, CRM, review, and sales data are recent, consistent, and measured on similar time periods.
6) Which weighting profile should I choose?
Use Balanced for general planning, Growth for expansion phases, and Loyalty when repeat purchase, retention, and advocacy matter most.
7) How often should I recalculate?
Monthly or quarterly works well. Recalculate after major campaigns, product changes, pricing shifts, or positioning updates.
8) What score is considered good?
A score above 70 usually indicates strong fit. Scores below 55 often suggest positioning, loyalty, or growth issues need attention.