Calculate the Brand Score:

**Calculate the Brand Score:**

Use the responses from the attached CSV to calculate the Brand Score using the following formulas:

- **Market Recognition** = (number of participants who select **[your brand]** in **"[Column with brand selections]"**) ÷ (number of total responses)
- **Sentiment** = (sum of % of positive impressions selected in **"[Column with impression selections]"**) ÷ (sum of % of all impressions selected in **"[Column with impression selections]"**)
    - Positive Impressions = **[Positive Impressions 1]**, **[Positive Impressions 2], [Positive Impressions 3],** and **[Positive Impressions 4]**
- **Loyalty** = (NPS + 100) ÷ 2
    - **NPS (Net Promoter Score)** = ((number of promoters in **[column with numerical ratings]** − number of detractors) ÷ total responses) × 100
    - Promoters = responses of 9–10
    - Passives = responses of 7–8 (not used in calculation)
    - Detractors = responses of 0–6
- **Brand Score** = average of Market Recognition, Sentiment, and Loyalty scores

After calculating the Brand Score, report where it lands on the following scale:

- **Very Good** = above 90%
- **Good** = 70–89%
- **Average** = 50–69%
- **Poor** = 30–49%
- **Very Poor** = 0–29%

Next, analyze the responses in the column **"[Column with qualitative explanations]"** in the CSV to identify common themes and provide clear, actionable suggestions for how the Brand Score could be improved.

📊 Metric Calculations

Market Recognition = 72.3%
(73 of 101 participants mentioned Slack in “Section 1 Choices”)

Sentiment = 84.3%
(Most impressions were positive: Innovative, Helpful, Powerful, Trustworthy)

Loyalty (NPS → Loyalty)

Promoters (9–10) = few

Detractors (0–6) = many

NPS = –8.9

Loyalty = 45.5%

Brand Score = 67.4%

✅ Scale Placement

Brand Score = 67.4% → Average (50–69%)

💬 Common Themes in Explanations (Section 2)

Participants frequently mentioned:

Helpful (17 mentions) → users appreciate practical value

Innovative (11 mentions) → some perceive modern qualities

Looks / Seems (16+ mentions) → visual first impressions matter

Other / comparisons (11 mentions) → Slack is being evaluated alongside competitors

Uncertainty words (seems, looks, not clear) → some confusion about product clarity

🔧 Suggestions to Improve Brand Score

Boost Loyalty by Reducing Detractors

Address pain points in onboarding and usability to shift “detractors” toward “passives” or “promoters.”

Highlight success stories and trust signals to build confidence.

Clarify Value Proposition

Several responses use words like “looks,” “seems,” “not clear”. Make Slack’s core differentiator more explicit compared to competitors like Teams or Discord.

Leverage Positive Associations

Double down on Helpful and Innovative branding since these resonate strongly.

Create campaigns showcasing concrete examples of innovation in team workflows.

Differentiate from Competitors

Many participants list Slack alongside others. Position Slack more distinctly—through integrations, culture fit, or user experience advantages.

👉 The weakest driver of the Brand Score is Loyalty (45.5%). Improving satisfaction and advocacy will have the biggest impact on moving Slack’s Brand Score from “Average” to “Good.”