Exploring critical factors for measuring Brand Health: perspectives from NBFI customers

This paper aims to explore the variables for measuring brand health (BH). Using the work of other prominent scholars of brand marketing as a base, the authors conducted two seperate focus group studies to explore the critical factors relating to BH. Twenty respondents participated in the study, consisting of ten existing consumers and ten potential customers of a specific service; i.e., Non-Banking Financial Institutions (NBFI) in Bangladesh.
 The paper may help academics and policymakers alike to understand the relevance of BH and its significance for attaining organizational objectives as well as to understand viewpoints of customers and consumers alike.
Keywords: Brand Health, Focus Group, NBFI, Brands, Bangladesh