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Understanding scores
How the BrandUnder score, the three dimensions and their metrics are calculated and should be read.
The BrandUnder score runs from 0 to 100 and is shown with five hearts. It is built from three dimensions: Brand Understanding, Digital Expression and Search & AI Readiness. Each dimension is built from metrics, and each metric from several signals.
Status labels
- Exceptional: 90 and above.
- Strong: 80 to 89.
- Healthy: 70 to 79.
- Opportunity: 60 to 69.
- Significant opportunity: below 60.
- Unknown: not enough evidence to score.
What the score is not
It is not a measure of how valuable, popular or successful a brand is. A famous brand can score low on a weak page, and a new brand can score high with a clear website. Brand authority and maturity are shown as context beside the score and never added to it.