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Brand health tracking study

Brand tracking studies are a vital tool to marketers and brand managers alike. By collecting quantitative data from consumers on a regular basis, marketers can not only monitor their brand's health, but can amend their strategy to compensate for weaker areas. Because the nature of each company differs greatly, all tracking surveys need to be customized to suit the campaign but as a general rule, there are a few key components of any survey that should be tracked.

Awareness

Recall and recognition are the two components that make up brand awareness. Recall is the ability to draw of past experiences, to recall the brand from memory.

Recognition is the ability for the consumer to recollect the brand when faced with a product, such as in a store.

 Usage

Usage measurements allow marketers to get a better understanding of consumer behaviours and market share. Usage can be measured though total spending in brand as well as frequency of use and recency.

 Brand attitudes

Perhaps one of the most critical insights that can be gleaned from brand tracking studies is brand attitudes or perceptions. Over time, consumers develop perceptions about a brand and the questions must be designed to coax this information from them. It is important to note that these perceptions and attitudes will often reach beyond the brand and include the company as a whole.

 Purchase intent

The likelihood that a customer will buy your brand or consider switching to a competitor is a key measurement of brand health.

 The key is the question

While these are the generic metrics that can be measured, it should be noted that the key to successful brand tracking is effective questionnaire design. By using a combination of marketing expertise and an understanding of behavioural sciences, questions should be designed to get a full picture of the brand's position in the market.

 How often should brands be tracked?

There are different methods for implementing brand tracking but the most important thing is that it is done in regular intervals, whether that is quarterly, bi-annually or annually. Without regular measurements, there is no way to benchmark performance and thus, no way to monitor successes or failures.

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