Brand tracking is about having data that illustrates how consumers recognize, associate, and perceive your company or products.

This data is important for

• Marketing - to shape the communication that plays into consumer's perception
• Sales - as a pulse check on how consumers perceive their brand/products, to communicate the right massaging and debunk misconceptions
• Innovation departments - to recognize and seize opportunities to set the company apart from other competitors

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Having continuous knowledge on the likability/dislike or your company/products, value for money, quality level, brand awareness, etc. should shape the actions that you take, to ensure you meet your goals and recognize potential opportunities.

It is typically done on a continuous basis for existing products or service on the market. Depending on the depth of the tracking, it should be conducted 2, 4 or 12 times a year.