The objectives of our paper are to: 1. introduce the concept of brand fitness, 2. substantiate the essential role of research in fitness measurement, and 3. exemplify the use of a research technique that is an integral part of this measurement. Brand fitness is related to its mother concept of brand equity. We use fitness because while a brand can be fundamentally strong, its fitness at any moment in time may waver. Assessing a brands fitness, then, is like submitting it to an annual check-up. Specifically, three dimensions of brand imagery are examined: product imagery, user imagery, and personal drive imagery. By determining how a brand fares on each of these dimensions and the interplay among them, we are in a position to prescribe preventive measures; that is, courses of action to follow before any serious deterioration of brand equity sets in.