Brands are constantly changing in both the way they are being portrayed and the way it’s perceived by consumers. Brand Tracking is the best way of continuously measuring brand equity and the health of a brand.
For your brand to keep going in the right direction, you must keep track of it. Even your competitors will influence your brand! So it’s vital to continuously track your brand to make the right marketing decisions. Vision One’s brand tracking services provide marketers with all the important metrics. This includes a range of KPI’s relating to both attitudes and perceptions and brand health mapping.
Brand tracking research is a way of measuring Brand Equity and checking the health of your brand, both in terms of consumers usage of it and how they think about it. Key metrics vary, but often include; brand awareness, brand consideration and usage and brand loyalty.
Another key feature of brand tracking is to use it to monitor advertising activity and it’s impact on the brand. For example, tracking studies are an excellent way of evaluating TV campaigns and other marketing activity. Brand tracking agencies tend to also provide important insights about the category and key competitors. Typically tracking studies cover 5 or 6 competitor brands depending on the category.
Most of the brand tracking research is carried out amongst a representative sample of the target audience. It can also include any important stakeholder groups. Many consumer brand tracking studies are conducted online. For B2B audiences or where the target market cannot be easily reached online, we can undertake tracking research using telephone and/or face-to-face interviewing.
Our brand trackers use the latest advanced branding research tools and are entirely flexible. This means they can be tailored to fully meet your objectives and budget.