Brand tracking metrics measures consumers’ awareness and associations with a particular brand. It tracks the performance of a company’s branding efforts.
Brand Tracking will help in assessing your brand’s health in a given moment and it helps marketers to make informed strategic decisions as they try to deliver better ROI, change brand positioning, increase sales, and increase market share or value.
A better way to track the performance of a brand is using the Brand Funnel which shows the major steps on the journey from indifference to loyalty for a brand.
Brand awareness can be spontaneous or prompted with logos, lists, etc. It shows the strength of the brand’s mental availability
This metric highlights all the brands the consumer would consider buying, a competitive set in the buyer’s mind
It is the most important metric, and it shows which brand consumers would choose over others
This adds a more realistic perspective, and it helps in identifying the substitute brands to the preferred ones
It helps in measuring the intention of buying a specific brand again
A bad experience or a public incident can damage a brand’s image, so it is important to understand if there is anything unusual driving consumers’ way
This metric refers to the associations, emotions, and experiences that consumers have with a specific brand
Based on insights by Poulami Paul, Senior Manager, R&I Consumer.
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