BRAND

TRACKING
 INTRODUCTION
• Brand tracking studies are an important tool in
the day-to-day decisions brand managers make.
They allow marketers to monitor a brand’s health
and adjust marketing programs.

• Brand tracking help company stands to gain

valuable insight about a market by simply
monitoring its competitors.

• Close monitoring of competition reveals gaps in

supply demand situation in the market and
consequent opportunity.
• Brand tracking offers to help you gain valuable
information about any target market.

• Brand Tracking offers your company the

possibility of analyzing the image of your brand
and your competitors brand among consumers in
a certain period of time.
• By tracking your own brand as well as competitor
brands - a company may measure effectiveness
of its marketing effort and take timely steps. A
brand tracking analysis may reveal:
 Which are the largest brands by value or volume.

 Fastest growing brands.

 Brand losing market share.
 Performance of own brands, vis-a-vis competitor
brands, etc.
 CONSUMER BASED BRAND
EQUITY MODEL

Resonance
Loyalty, sense of Relationship
community,
engagement
Consumer Consumer Response
Judgment Feeling
Brand value, Feelings, social,
credibility approval, self respect
Brand
Brand Performance Brand Imagery Association
Physique (design), Who, when, how, where
quality, reliability, used personality, history
service, price
Brand Awareness (Depth and breadth ) Identity

The above model provides a detailed list of potential measures that

correspond to the customer based brand equity model, all of which
are candidates for Brand Tracking.
 WHAT SHOULD BE
TRACKED?
• Each brand faces different issues, which often
required customized tracking surveys. Following
are the measurement of the brand tracking
studies.
 AWARENESS:

This is often tracked through measures of brand

recall and recognition. A brand that it is easily
recalled in certain situations is more likely to be
considered for purchase than one that is only
recognized when it is prompted to the
consumer.
 USAGE:

• This can be measured through recency, frequency

of usage, and total spending in the brand, and
product category.

• These brand tracking measures, not only tell us about

consumer shopping behavior and preferences, but
also are indicators of market share and "share of
wallet," which is the amount of consumer spending, a
brand is capturing and has a direct impact on a
company's revenues and profits.
BRAND ATTITUDES AND PERCEPTION:

• This is usually captured through questions related

to brand image and associations that consumers
develop based on their experience with the brand
and exposure to its message through PR, advertising
and promotional programs.

• Brand associations include beliefs about product- and

non-product related attributes and benefits, as well
as perceptions related to price and value.

• Some brand associations are stronger than others, are

more easily recalled and are appealing enough that
they become a driver in a consumer’s decision to buy
a brand.
Many times, attitudes towards a brand go beyond the
product to include attitudes toward the company.
For eg. Toyota’s image had been damaged, not only by
the car recall due to defective accelerator pedals in
several car models, but more so by how the company
failed to promptly notify car owners.
PURCHASE INTENTS:

Measures of likelihood to buy a brand or switch to a

competitor are also indicators of brand health and
should be part of brand tracking studies. These
questions should be put in context regarding  specific
product or brand, reason for the purchase, time,
channel, price and other relevant factors to the
purchase decision, so they can be predictive of actual
purchase behavior.
 WHEN AND WHO TO
•
TRACK?
Brand tracking studies usually involve collecting
quantitative data from consumers on a regular basis.

• One way to do it is to continuously collect

information, which provide a more representative
picture of how the brand stands and allow us to
control for unusual marketing activities during the
analysis.

• However, this type of brand tracking may not be

feasible due to budget and resources constraints.

• Fortunately, tracking at specific time intervals

(monthly, quarterly, annually, etc.) can be equally
effective.
• When determining  the frequency of data collection
in brand tracking studies, following things are
considered:

Frequency of product purchase:

Long purchase cycles can be tracked less frequently.

Marketing activity in the product category:

Product categories with a lot of marketing activity
should be monitored more often.
Level of competition in product category:
• Highly competitive product categories, where new
products and competitors are constantly trying to
break in, should be tracked regularly.

Stability of brand associations:

• Brands with an established image that don’t change
much over time, can be tracked less often.

• Brand tracking studies are usually conducted with

current customers, but monitoring non-users of the
brand can prove to be invaluable to the
development of acquisition and market penetration
strategies.
 HOW TO INTERPRET
BRAND TRACKING
MEASURES?
• Although for comparison purposes brand tracking
measures tend to stay the same over time, they
should be revised from time to time to assess their
reliability and sensibility, so they don’t become
unable to capture important shifts in the market due
to changes in sociodemographic trends, competitive
landscape and economic macrotrends.
• Another issue with brand tracking measures is
defining what constitutes the desirable level of
specific metrics.

• Is a 70% level awareness good enough? It depends on

the product category and the competitive
environment.

• In low-involvement product categories and those with

many competitors, it may be difficult to get very high
levels of awareness and strong brand associations, so
“good” levels for any metric differ across industries
and product categories
• Finally, each brand tracking study should be
customized to capture the brand associations
that contribute the most to brand equity and the
marketing activities supporting the brand .

• The goal is to identify key drivers that make a

difference on consumers’ brand choice and
purchase behavior and develop marketing tactics
that lead to brand growth.
 Brand tracking can also:

• Test the effectiveness and appropriateness of

marketing strategies.

• Evaluate the success of creative executions.

• Test the effectiveness of media plans.

• Assess the marketing mix.

• Find barriers to purchase.

Brand tracking focus specifically on brand loyalty and
answer the following questions:

• What is the level of brand loyalty for buyers of the

brand?

• What brand associations and purchase factors cause

loyalty?

• What brand associations cause and can prevent brand

switching?

• What is the level of customer satisfaction for the

brand?
 Brand tracking focus specifically on perceived quality
and answer the following questions:

• What is the level of perceived quality for the brand?

• What are the quality drivers?

• What areas need to be improved?

CASE
STUDY
THANK
YOU