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Brand health tracking, or brand tracking research as it is otherwise known, is the continuous measurement of how a brand and its competitors are perceived by the target customers over time. It helps companies understand the strength, relevance and impact of their brand in the market, and whether their marketing activities are working.
Core metrics include brand momentum, brand awareness, consideration, preference, usage, trust, loyalty and Net Promoter Score (NPS). Some trackers also measure brand image associations (e.g. innovation, quality) and competitive positioning statements or distinctive brand assets.
Data is collected through ongoing consumer surveys, social media listening, search trends, web analytics and customer behaviour information. Our specialised platforms, like Vision One’s BrandVision is used to automate and visualise the data.
The goal of brand health tracking is to provide early signals of brand growth or decline, measure the impact of campaigns, and inform brand strategy. It identifies what’s working, where gaps exist, and how a brand compares to competitors. Regular tracking ensures decisions are based on real consumer insights, not assumptions.
In short, brand health tracking acts like a regular health check-up — helping businesses maintain a strong and competitive brand that continues to resonate with customers over time.