Here is a checklist of 23 brand health criterias as presented in Peter Cheverton’s excellent book Understanding Brands (Creating Success):

1. is based on a proposition of genuine substance and value to the target customer
2. communicates a clear and powerful brand definition
3. communicates a clear ‘emotional charge’
4. communicates an attractive and relevant personality
5. wins, builds and retains customer loyalty
6. is well known by the target customer
7. is held in high esteem by the target customer
8. communicates and evidences a unique match between the company’s capabilities and the customer’s needs
9. is a source of competitive advantage
10. is an investment of increasing value that others will want to own
11. maintains its relevance over time by evolving in response to changing customer expectations and perceptions
12. increases the profitability of the business is consistent with the business strategy
13. makes sense within the business’s brand architecture
14. provides a protective ‘halo’ for growth strategies
15. provides a barrier to entry for new entrants or substitutes
16. is uniquely positioned in the market and creates a relevant space in the customer’s mind
17. communicates and demonstrates a clear sense of value
18. interacts consistently with the customer on as many fronts and on as many occasions as possible
19. cements the brand definition into the customer’s mind through interactions and positive associations
20. is managed and supported consistently over time
21. has values that can be applied consistently and successfully to all parts of the marketing
22. mix and through all promotional media
23. makes people want to get their hands on it

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