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Definition
The Brand Health Index (BHI) is the central deterministic metric of the Brand Engineering Framework (BEF), standardized under ISO 20671, evaluating brand asset performance through the mathematical equation BHI = [Aided Recall x NPS] / CAC. It models brand equity as the ratio between accumulated cognitive capital (mental availability and active advocacy) and the capital expenditure needed to acquire new customers. CAC serves as a financial divisor because a resilient brand lowers marginal acquisition costs; if CAC surges, brand health degrades automatically, triggering refactor protocols.
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