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Pokpok reports include a Brand Perception Score — a single number from 0 to 100 summarising how consistently your brand communicates across 17 markers on your website and product page. The score is a diagnostic tool, not a report card. Its purpose isn’t to grade your brand — it’s to show you exactly where your two most important brand surfaces are pulling in different directions, and by how much.

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How the Score Is Calculated

Every marker is scored using the same 60/40 formula, combining two independent assessments:
1

Territory Match — 60 points

This is a binary check. Does your product page (PDP) occupy the same brand territory as your website (WWW) for this marker?
  • Exact match → 60 points
  • Mismatch → 0 points
Territory is the “what” — the category, claim, or positioning each page is operating in. For example: does your website lead with emotional transformation while your PDP leads with functional ingredients? That’s a territory mismatch.
2

Slider Execution — 40 points

For markers that sit on a spectrum (e.g. formal ↔ casual tone, safe ↔ bold personality), Pokpok places both your WWW and PDP on the same slider and measures the gap between them.
  • Gap of 0 → 40 points (both pages in identical position)
  • Gap of 1 → 20 points (adjacent positions — close but not identical)
  • Gap of 2 or more → 0 points (meaningfully different executions)
Execution is the “how” — the degree and consistency with which each page delivers within a territory.
3

Marker Score

Each marker’s final score is the sum of the two components:
The only possible values per marker are: 0, 20, 40, 60, 80, 100
4

Overall Brand Perception Score

The final score is the average across all 17 marker scores:
This gives you a single 0–100 number representing your brand’s overall consistency across website and product page.

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What Your Score Means

Your brand speaks with one voice across channels. Your website and product page are reinforcing the same territories and executing them at the same level. Customers experience a coherent brand wherever they encounter you.Your focus: Maintain consistency as you scale. Use the Category Saturation Score to identify whether any of your strongly-aligned territories are crowded — strong alignment in a saturated space still limits differentiation.

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Category Saturation Score

Your Brand Perception Score measures internal consistency — how well your own two pages align. The Category Saturation Score is a separate 0–100 metric that measures something different: how crowded each territory is across the 15 leading brands in your category. Example: A Category Saturation Score of 65/100 for Brand Mission means that 65% of the 15 category leaders are claiming the same mission territory. If your brand is also in that territory — even with a perfect alignment score — you’re one of many, not one of a kind. Use saturation scores alongside your Brand Perception Score to ask the right question: not just are we consistent? but are we consistently occupying the right territory?

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X-RAY vs Full Report Scoring

Pokpok offers two levels of analysis, and they use different scoring methods.The X-RAY scan is the fastest way to see where your brand stands. If it surfaces a significant HI-AI gap or obvious red-LED metrics, the full report tells you exactly which of the 17 markers is driving the problem — and what to do about it.
The narrative insights — the 5 Uncomfortable Truths — are often more valuable than the headline score. The score shows you how much is misaligned. The Uncomfortable Truths name what to fix, why it matters competitively, and where the untaken territory is. Read those first.
Don’t fixate on the number. A score of 58 and a score of 62 are strategically identical — what matters is which markers are misaligned and what territory each should be occupying. Sort your 17-marker breakdown by score ascending, and start with the bottom three.