Brand tracking

Keep track of your key brand metrics to strengthen decision-making and optimize market approach

A brand tracking gives you continuous knowledge on how consumers recognize, associate, and perceive your company and products. 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. Thus, the brand tracking is an essential element in your consumer insights setup and often a vital part of the management reporting for spotting performance and development in key markets.

The insights from a brand tracking are also used for:

  • Marketing: how to shape the communication that plays into consumer's perception
  • Sales: A pulse check on how consumers perceive their brand/products, to communicate the right messaging and debunk misconceptions
  • Further product innovation: Through recognizing and seizing opportunities which set the company apart from other competitors.

Brand trackings are performed on a continuous basis for existing products or service on the market. Depending on the depth of the tracking, it should be conducted two, four, or 12 times a year.

Quarterly brand awareness tracking graph example
Quarterly brand awareness tracking graph example

Key insights from a brand tracking

Brand trackers measure a range of brand evaluation factors, including:

  • A detailed overview on brand funnel (awareness, consideration, usage and preference)
  • Consumers’ value for money perception and quality evaluation
  • Brand performance against competitors
  • Marketing insights on how to shape communication and maximise your campaigns’ success
  • New trends emerging in the market that will ensure a competitive advantage for your brand

The insights will provide you with an up-to-date overview of product performance and lays the foundation for your decision-making on further product development.

How it works

Brand trackers include brand funnel questions (unaided and aided awareness, consideration, preference and optionally advocacy/loyalty), additionally brand image and price perception questions can be added.

Brand funnel visualization example
Brand funnel visualization example

Analysis & reporting

Using simple descriptive statistics, and optionally driver analysis and brand image analysis, results are tracked and compared across time and competition:

  • Simple descriptive statistics (time series) is used to describe and summarize the results collected across the different waves
  • Driver analysis is used to quantify the impact of brand image elements on a selected funnel element (either usage, preference, loyalty, or
    advocacy)
  • Brand image analysis is used to compare brand image of a selected brand vs its competitors, highlighting relative strengths and weaknesses.

Is this what you need right now?

Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
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Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
Learn more