Said tasks are united by a common approach, describing the market situation not by its financial and economic indicators, but from the perspective of a consumer making purchases, who deals primarily with trademarks acting as "market units". Each of the “units” has its own “mythological plume” in the mass consciousness of consumers. That “plume” envelops each brand, summarizing personal experience of consumption, fragments of advertising images, tips and recommendations of friends, numerous associations and connotations. The object of research in Brand health is the buyer and consumer of the target group of products.

The subject of research is consumer behavior becoming evident in choosing and buying products of various brands, awareness of the existence of trade names, knowledge of products sold under these brands, and how consumers perceive client and competitors brands. Apparently, brand health is a situation that arises at the junction of a manufacturer or seller’s actions to position and sell their goods under a certain brand, and reaction of a mass consumers (both potential and actual) to said positioning and products.

Key research tasks solved in the study of brand health (Brand health):