Brand decisions have often relied on instinct, experience, and fragmented research. Brand mattered, but connecting perception and performance ina clear, consistent way was difficult.
brandr was created to close that gap by giving decision-making astronger foundation in data, structure, and insight without replacinghuman judgment.
Brand is no longer just a marketing topic.
It is a strategic and financial decision. brandr is the brand intelligence platform,
built to help companies treat brand as a measurable, actionable business asset.
Brand decisions touch every part
of the business.
Start free. No card, no time limit.
One survey per product — one brandr Index and one brandr Employer Index. Build a real measurement with your own audience and see your own results before you decide.
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A brand is judged from two directions at once.
Customers form a view from the outside — what they see, hear and experience of you in the market.
Your own people form a view from the inside — what the organisation actually asks of them every day.
When those two views drift apart, the brand stops being deliverable. brandr measures both against one framework, so the distance between them becomes visible rather than assumed.
From insight to decision support.
brandr connects internal and external perception, surfaces the gaps between them, and turns the result into a prioritised view of what to do next.
Perception, both sides
brandr Index measures the market. brandr Employer Index measures your people. Both on one framework.
The gaps surfaced
Where the two disagree becomes a number, not an impression — and benchmarks put every score in context.
A prioritised view
Findings become ranked recommendations, so the next decision is obvious rather than debated.
Brand, managed as a business asset.
brandr is the brand intelligence platform. It gives organisations a consistent way to measure brand health from both sides, read the result against their industry, and act on what the numbers show.
Our focus is simple: bringing structure, evidence and commercial context to decisions that have too often been made on instinct alone.
Built by people who think in systems.
Fridrik Larsen
Founder & CEO
Íris M. Gylfadóttir
COO
Kristján Sigurbjörnsson
Head of R&D
Elías Larsen
Head of Growth
Maik Neubauer
Advisory Board Member
Real outcomes. Proven by data.
Unfiltered feedback from the partners who drive our data.
"We wanted to see how our strategy aligned with customer expectations. Based on the results of the brandr Index, we saw an opportunity to focus more on sustainability. Both in the sense of improving our track record and helping other companies become more sustainable by utilizing technology.
When we used brandr Index for the first time the results delightfully indicated that brand image aligned in many aspects with our marketing and communication activities. But, there were also gaps we felt we should focus on, and things that needed an emphasis."
Audur Inga Einarsdóttir
Director of Marketing
Advania
“This is one of the most robust approaches I've come across when it comes to measuring brand health internally ... I really like how it connects brand strength directly to workforce outcomes.”
Christopher Rastin
Head of Research
E.ON
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“I’m meeting a potential client in financial services tomorrow – it is a competitive pitch but will need brandr Index again as part of our methodology. We’d very much like to include brandr Index in our ecosystem”.
Partner
Brandpie
"The first upside—important for a company of our size—is that it is less expensive than the alternatives. It gives us deeper data for less, and from a broader group of people."
Magnus Haflidason
CEO
Domino's Pizza Iceland
"We could really pinpoint those areas that needed improvement. That was the biggest thing. But, it was also good to get a confirmation on what we were doing right. brandr Index was proof that we were hitting the mark in a number of areas. The main thing brandr Index told us was a bit surprising.
It was that people didn’t know where to buy HH merchandise in the capital area of Reykjavik. And that was important. In the word cloud there was no mention of any retailers. We found that pretty unusual, we thought that people would connect certain retailers with HH, but it simply wasn’t the case."
Bjorn Thorisson
Sales & Marketing, Iceland
Helly Hansen
"We have used another survey tool which wasn’t as in-depth, it didn’t have as many cogs in the wheel. brandr Index helped me identify areas where we needed to improve. Using it was a step in the right direction."
Baldur Olafsson
Director of Marketing
Bónus
"We believe we have built a really strong brand, so we wanted to test that—to see where we stood compared to similar companies. My first impression after running the survey was that the results were very easy to understand. I was surprised at the amount of information there. I did not know the survey went so deep into the mind-set of the customer."
Fanney Skuladottir
Marketing Director
Blush
Built on insight. Proven by scale.
50+
benchmarked industries
15000+
survey responses analyzed
10+ years
of brand tracking
brandr’s benchmarks help leaders interpret results in context and make informed choices.
From insights to action.
A structured four-step decision framework for brand leaders.
Send Your Survey
Collect focused insights from customers and employees using a survey designed around your strategic priorities. It’s ready to send and takes just 4 minutes to complete, making it easy to gather meaningful feedback quickly.
Analyze Results Instantly
Access real-time analytics that translate raw responses into clear indicators of brand health, perception, and alignment.
Identify What Matters Most
brandr highlights patterns and priority areas in the data, helping you understand what deserves attention and where to focus for the greatest impact.
Take Action
Act on insights with confidence. Track progress over time and evaluate whether decisions are improving alignment and performance.
The Brand Positioning
Leaders Forum
A 60-minute forum for brand consultants and agency strategists on uncovering the gap between perceived and actual brand positioning — and how to turn that insight into stronger client outcomes.
Thursday, June 25 · 4:00 PM CET
Dr Fridrik Larsen
Frequently asked questions.
What does brandr actually measure?
brandr measures how your brand is perceived by the people who matter most: your customers and your employees. We turn perception data into clear scores across key brand dimensions, so you know exactly where your brand stands and what to focus on.
How is brandr different from running our own surveys?
General survey tools give you a blank form and raw data. brandr gives you a research-backed framework built specifically to measure brand health, an automated dashboard, and actionable insights. No manual analysis, no consultants, no spreadsheet work.
How long does it take to get results?
Setup takes less than 15 minutes. Upload your audience, review, and launch. In most cases, you'll have results within two weeks.
Can we track our brand over time?
Yes. brandr is built for continuous measurement. Run regular indexes and waves and/or pulses to see how your scores evolve, spot trends early, and measure the impact of your brand-building work.
What’s the difference between brandr Index and Employer Index?
brandr Index measures the strength of your external brand positioning across four dimensions: Perception, Social Responsibility, Differentiation and Segmentation.
Employer Index measures how your employees experience the brand internally across three dimensions: Branding, Human Resources, and Equality.
You can buy each independently or together for a full 360° view.
See both sides of your brand.
No card. No time limit. One survey per product.
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The Brand Intelligence Platform.
