Brand Health Tracking Explained?

Brands are constantly changing in both the way they are being portrayed and the way they’re perceived by consumers. Whether you’re a B2B of consumer brand, brand health tracking is the best way to continuously measure brand equity and the health of a brand.

Why Track Your Brand Health?

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 monitor your brand’s health to make the right marketing decisions. Vision One is one of the UK’s top brand tracking companies, providing marketers with all the important metrics to reignite their brand. This includes a range of KPI’s relating to both attitudes and perceptions and brand health mapping.

Brand health 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 equity tracking is to use it to monitor advertising activity and its impact on brand sentiment. For example, tracking studies are an excellent way of evaluating TV campaigns and other marketing activities.  Brand tracking agencies also tend to provide important insights into the category and key competitors. Typically, tracking studies cover 5 or 6 competitor brands, depending on the category.

How is brand health tracking conducted?

Most brand image tracking is carried out amongst a representative sample of the target audience. It can also include any important stakeholder groups. Many consumer brand perception 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 image trackers use the latest advanced branding research tools and are entirely flexible. This means they can be tailored to fully meet your objectives and deliver the right data to budget. For more information, visit our Brand Tracking Research solution called BrandVision.