Influencer marketing has become one of the most powerful drivers of brand growth in Asia. According to recent Nielsen research, 80 percent of social media users in the region who follow influencers say they are more likely, or much more likely, to purchase products recommended by those creators.

Yet even as influencer marketing becomes more critical to revenue growth, brands continue to face a persistent challenge. They lack a clear way to evaluate their own performance or to understand how they compare with competitors. Trad

After working with tens of thousands of brands across Asia, Kolr identified a clear need for a single benchmark that reflects how a brand shows up, how it resonates with audiences and creators, and how it moves through the market over time.

The Brand Aura Index was created to fill this need. It provides a holistic, data-backed view of brand performance and introduces Asia’s first influencer marketing leaderboard designed to help marketers understand true influence, not just isolated campaign metrics.

---

What the Methodology Is Made Up Of

The Index is built on four broad dimensions. Each dimension reflects a different aspect of how brands perform in the creator economy. While the underlying indicators remain proprietary, the structure can be understood as follows.

1. Exposure: Visibility Across the Creator Landscape

This captures how widely a brand appears, including its overall footprint across creators and platforms. It shows how present the brand is in cultural and consumer conversations.

2. Resonance: The Strength of Audience Response

Resonance reflects how audiences react to creator content about the brand. It highlights the quality of engagement and the depth of connection created by the brand’s presence.

3. Vitality: Momentum and Movement Over Time

Vitality measures how actively a brand grows or sustains attention. It reflects pace, consistency and the ability to maintain relevance through ongoing creator activity.

4. Affinity: Creator Relationship Strength

Affinity indicates how naturally creators continue to mention and support a brand. It reflects loyalty, alignment and the presence of a stable creator community.

Together, these dimensions translate complex behaviours into a clear and meaningful benchmark.

Benefits to Brands

1. A Clear Market-Level Benchmark

Brands can finally compare themselves to competitors based on overall influence rather than on individual platforms or campaigns.

2. Strategic Insight Into Strengths and Weaknesses

The Index shows where a brand is strong and where its influence may be unbalanced. This helps teams make more informed decisions about content, partnerships and investment.

3. Better Campaign and Creator Decision-Making

By understanding which elements most contribute to long-term influence, brands can refine how they work with creators and how they show up in the market.

4. A Framework That Evolves With the Creator Economy

The Index is refreshed quarterly and will expand to new markets and categories across Asia. This ensures brands have ongoing visibility into their position in a fast-changing landscape.

---

Conclusion

Influencer marketing has matured, and brands now need a way to understand influence in a more complete and strategic way. Traditional marketing metrics alone cannot capture how a brand is truly performing across creators, platforms and time.

The Brand Aura Index offers a comprehensive view of how brands shape culture and connect with consumers.

As the Index expands across Asia, Kolr hopes it will become an essential benchmark for brands that want to grow not only in scale but in depth, relevance and long-term influence.