Compare

brandr vs YouGov BrandIndex

YouGov BrandIndex tracks brand perception daily across dozens of markets against one of the largest syndicated panels in the industry. brandr measures both sides of the brand on one framework at a fraction of the cost. This page covers when each fits.

No card. No time limit. One survey per product.

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.

What they do

Two instruments, two questions.

YouGov BrandIndex

YouGov BrandIndex provides daily survey based brand perception benchmarking with competitive context across more than 40 markets, surveying its panel daily across 16 brand health metrics and benchmarking against more than 27,000 brands in the US alone. Independent 2026 comparisons place it from approximately $50,000 a year, with deep historical data going back well over a decade. For daily competitive benchmarking and event response tracking at scale, nothing in the category matches its panel depth.

brandr

brandr surveys the people who already have a relationship with your brand, your customers and your employees, on seven dimensions published academically, and reports both sides against benchmarks drawn from more than 50 industries. A scoreboard reports where the market has landed, while the gap reports whether the organisation behind the brand can hold the position the scoreboard is measuring.

The maths

Buy both, and you have paid ten times more for less.

The nearest thing to brandr is two separate subscriptions that were never designed to be read together.

The largest panel in the category still cannot tell you whether your own organisation believes what it is selling, because it never asks.

Side by side

What each one can actually tell you.

YouGov BrandIndex

brandr

What it measures

YouGov BrandIndex

16 brand health metrics, daily, against a syndicated panel

brandr

Brand perception on seven dimensions, external and internal

Who gets surveyed

YouGov BrandIndex

A syndicated consumer panel across 40+ markets

brandr

Your customers and your employees. Consumer panel available as an add-on

Internal brand health

YouGov BrandIndex

Not measured

brandr

brandr Employer Index, on the same model

The alignment gap

YouGov BrandIndex

Not produced

brandr

The core output

Industry benchmarks

YouGov BrandIndex

Yes, 27,000+ brands in the US alone

brandr

Yes, 50+ industries

How it is built

Published academic framework

YouGov BrandIndex

No, a syndicated metric set with historical benchmarks

brandr

Seven dimensions, published academically

One model across both sides

YouGov BrandIndex

No

brandr

Yes

Named methodology author

YouGov BrandIndex

No

brandr

Yes

Time to first result

YouGov BrandIndex

Weeks, after procurement

brandr

Two weeks, setup in 15 minutes

Commercials

Typical annual cost

YouGov BrandIndex

From roughly $50,000

brandr

€3,190 for both sides

Try before you buy

YouGov BrandIndex

Free limited tier (BrandIndex Lite)

brandr

Free, no card

Time limit on trial

YouGov BrandIndex

No time limit, limited data

brandr

None

Minimum contract

YouGov BrandIndex

Annual, quoted

brandr

3 months on Starter and Growth

Figures for YouGov BrandIndex are typical ranges from independent 2026 comparisons, retrieved August 2026, since YouGov does not publish pricing. Ranges vary by market, audience and headcount. Engagement platform figures are calculated at 200 employees.

What only brandr does

The measurement no one else can sell you.

Two indexes on one framework produce a third number, the distance between what the market believes and what your people experience.

brandr Index

78

how the market sees it

The gap

6

points of misalignment

brandr Employer Index

72

how your people live it

Fit

When YouGov is the better tool.

Choose YouGov BrandIndex

If you need daily brand perception across many markets, benchmarked against thousands of brands with more than a decade of history behind the series, YouGov BrandIndex is the right instrument and nothing here is going to change that. Panel depth and historical continuity at that scale are not something a platform at our price point can claim.

Choose brandr

brandr answers a narrower and different question, which is what the people already connected to your brand think, on both sides, benchmarked against more than 50 industries. Enterprises frequently run both, because BrandIndex is the market scoreboard while brandr is the internal alignment instrument that no scoreboard contains.

Proof

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

“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

Questions

What people ask before switching.

Do we have to drop BrandIndex?

No. Enterprise teams commonly run brandr alongside it. BrandIndex tracks the market, brandr adds the internal side and the gap between the two.

BrandIndex has a free tier. Why pay for brandr?

BrandIndex Lite gives you a narrow slice of historical market data on a small set of brands. It does not measure your own audience, it does not measure the internal side, and there is no gap to read. The free tiers answer different questions, which is why teams end up with both.

We already have years of BrandIndex history. Does brandr replace that?

No, and it should not. Historical continuity is one of the strongest reasons to keep a syndicated tracker. brandr starts its own series on its own model, on both sides.

Do you provide the respondents?

On the standard plans you bring your own audience, which is what makes the two sides comparable. Consumer panel data is available as an add-on.

How does procurement work?

Starter and Growth are self serve with a three month minimum and no sales call. Enterprise runs on yearly billing with a dedicated account manager and the usual security and data processing documentation.

How long does it take to get going?

The survey takes four minutes to complete and results update live. Setup runs about 15 minutes and the first read lands inside two weeks, with no implementation project.

Can we try it before committing?

Yes. One survey per product, no card, and no time limit on the trial.

Pricing

See both sides for €3,190 a year.

Or start free and see your own numbers before you decide anything.

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.

See full pricing

Get started

See both sides of your brand.

No card. No time limit. One survey per product.

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.