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Using Brand Tracker Studies to Measure Brand Health


Every customer touchpoint with your brand or your competitors is a potential place for brand affinity to fluctuate. Using a brand tracker study to measure your brand's health over time gives you insights into shifting consumer behaviors and expectations, allowing you to make appropriate adjustments to marketing, pricing, placement, and more. 

What is Brand Tracking? 

Brand tracking measures a brand's performance and perception over time by methodically monitoring quantitative consumer data. Tracker studies run at fixed intervals, such as monthly, quarterly, or annually. 

Brand tracking helps measure vital metrics, including brand awareness, perception, consideration, satisfaction, and loyalty. By measuring key performance indicators consistently, brands can assess their overall health, including how they are progressing independently and relative to their competition.

How Brand Tracking Studies Help Measure Brand Health

Awareness and Recognition

In brand tracking studies, metrics such as aided and unaided awareness are tracked to measure whether consumers are aware of the brand and can recognize it among competitors. High awareness indicates a healthy brand presence in the market. 

Brand Image

Studying tracker data reveals the positive and negative attributes consumers associate with a brand, such as quality, reliability, and value. Discerning changes in these perceptions provide insights into whether the brand’s image is improving or declining over time. 

Brand Equity

Brand tracking studies evaluate a brand's value premium. Researchers can quantify the strength of a brand's equity using metrics such as brand loyalty, perceived quality, and brand associations. 

Market Share and Purchase Intent

Tracking studies are useful for monitoring market share dynamics and financial performance. By comparing brand metrics with market share data and economic indicators, companies can better understand their brand’s competitive position and leverage the data to increase market share. 

Brand Consideration and Preference

Consumer tracking studies determine whether consumers will consider and prefer a brand over its competitors. These studies evaluate factors influencing purchase decisions, such as product quality, price, brand reputation, and advertising effectiveness. Monitoring changes in brand consideration and preference helps companies identify shifts and find opportunities to fortify their competitive position.

Customer Satisfaction and Loyalty

By tracking metrics such as Net Promoter Score (NPS) and customer retention rates, tracker studies assess customer satisfaction and loyalty levels. High satisfaction, loyalty, and advocacy indicate a healthy brand relationship with consumers.

Brand Performance Across Channels

Brand trackers help evaluate performance across marketing channels, including traditional media, digital channels, and retail landscapes. Understanding how the brand performs in each channel enables companies to refine their marketing strategies for maximum impact. 

Competitive Benchmarking

Brand tracker studies include a competitive benchmarking component that allows companies to assess their brand health metrics against their industry peers. This helps identify areas where the brand outperforms or lags behind the competition to inform strategic decision-making. 

Trend Analysis and Forecasting

Companies should conduct brand tracking surveys regularly to identify trends in consumer behavior and brand performance. These studies facilitate better forecasting of future brand health and enable proactive adjustments to marketing strategies and brand positioning.

In Conclusion

Overall, brand tracking studies provide a comprehensive view of brand health by measuring key indicators and tracking changes over time. This information is essential for making informed decisions to strengthen the brand’s position in the market and drive long-term success. 

IntelliSurvey has decades of experience programming and running brand tracker surveys. For more information on how we can partner for your next study, please get in touch

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