> ## Documentation Index
> Fetch the complete documentation index at: https://docs.pokpok.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# How Your Pokpok Brand Perception Score Is Calculated

> Your Pokpok Brand Perception Score summarises 17-marker alignment into a single number — here's exactly how it's calculated and what it means.

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.

## How the Score Is Calculated

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

<Steps>
  <Step title="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.
  </Step>

  <Step title="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.
  </Step>

  <Step title="Marker Score">
    Each marker's final score is the sum of the two components:

    ```
    marker_score = territory_match + slider_execution
    ```

    The only possible values per marker are: **0, 20, 40, 60, 80, 100**
  </Step>

  <Step title="Overall Brand Perception Score">
    The final score is the average across all 17 marker scores:

    ```
    brand_perception_score = sum(all 17 marker scores) ÷ 17
    ```

    This gives you a single 0–100 number representing your brand's overall consistency across website and product page.
  </Step>
</Steps>

## What Your Score Means

<Tabs>
  <Tab title="80–100: Strong Alignment">
    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.
  </Tab>

  <Tab title="60–79: Moderate Alignment">
    A few markers diverge between your website and product page. The overall brand holds together, but there are specific points where the two surfaces are telling slightly different stories. These gaps are targeted and fixable without a full brand overhaul.

    **Your focus:** Identify which markers are dragging the score — especially any territory mismatches, which cost 60 points each. Fixing one mismatch can move your score significantly.
  </Tab>

  <Tab title="40–59: Fragmented Signals">
    Your PDP and website are telling noticeably different stories across multiple markers. Customers who discover you through your website and then land on your product page encounter a brand that feels inconsistent — less trustworthy, harder to remember, easier to ignore.

    **Your focus:** Prioritise the markers with the largest gaps. Look for patterns — is the fragmentation concentrated in Foundation markers (a strategic problem) or Communication markers (a copywriting problem)? The root cause shapes the fix.
  </Tab>

  <Tab title="0–39: Multiple Personality Disorder">
    Significant gaps exist across most markers. Your website and product page are effectively operating as two different brands. This is the finding Pokpok calls **Multiple Personality Disorder** — and it's more common than most brand teams expect, because website and PDP copy are often written by different people, at different times, for different audiences.

    **Your focus:** Start with the 17-marker breakdown, not the headline score. Identify which markers have any alignment at all — those are the anchors to build from. The 5 Uncomfortable Truths in your report will name the strategic shifts required.
  </Tab>
</Tabs>

## 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.

| Saturation | What It Signals |
| - | - |
| **70–100** | This territory is heavily occupied by competitors. High alignment here is table stakes, not an advantage. |
| **40–69** | Moderate competition for this territory. Distinctive execution still creates separation. |
| **0–39** | This territory is largely unclaimed. Owning it authentically is a strategic opportunity. |

**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?*

## X-RAY vs Full Report Scoring

<Accordion title="What's the difference between X-RAY and a full paid report?">
  Pokpok offers two levels of analysis, and they use different scoring methods.

  | | X-RAY Scan | Full Paid Report |
  | - | - | - |
  | **Metrics** | 6 simplified X-RAY metrics (HI01–03, AI01–03) | All 17 brand markers |
  | **Formula** | LED indicators (Green/Yellow/Red) | 60/40 Territory Match + Slider Execution |
  | **Turnaround** | Instant | \~72 hours |
  | **Output** | Perception gap overview | Full 17-marker scorecard + 5 Uncomfortable Truths + Category Saturation |
  | **Best for** | Quick brand health check; identifying whether a deeper analysis is needed | Strategic repositioning; competitive differentiation; brand alignment audits |

  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.
</Accordion>

<Note>
  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.
</Note>

<Tip>
  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.
</Tip>


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