Brand tracking is way of continuously measuring the health of a brand, both in terms of consumers’ usage of it (see Brand Funnel) and what they think about it. Opinion on a brand is usually divided into overall brand warmth/love, brand momentum and attributes associated with that brand.
What are the aims of Brand Tracking?
A strong brand tracking programme will supply an authoritative read of a brand’s progress at a macro level and diagnose the changes that will deliver improvement.
What is Brand Warmth?
Brand warmth describes the emotional attachment customers have to a brand. It is a less rational assessment than brand metrics such as NPS or satisfaction ratings and refers to general sentiment rather than an individual experience. It tends to be measured using implicit techniques as it’s important for respondents to not overthink their feelings. Scores for brand warmth tend to be relatively slow to change.
What is Brand Momentum?
Brand momentum assesses whether consumers see, at a single moment in time, a brand as being on the way up or down. It’s important not to confuse this with momentum defined as the change in scores between 2 different points in time. Brand momentum is a useful lead indicator of future performance as brands judged to have this tend to punch above their weight in terms of mental availability – not only as they are more likely to be the topic of consumers’ conversations but also because humans are naturally liable to overestimate the size of phenomena that appear to be ‘on the up’.
What are brand attributes?
These are the characteristics commonly associated with a brand. Choosing the right image aspects to track is important, and it’s advisable to include those you believe define you as a brand plus those that characterise your rivals’ positioning. As with brand warmth, brand attributes are also best measured using implicit research techniques – a simple way of doing this being to probe strength of association while subjecting the respondent to time pressures.
How is Brand Tracking undertaken?
Brand tracking research is typically undertaken via usage and attitude studies, either amongst a nationally representative or target market sample. Deciding which brands to track is an important first step. Typically, between 4 and 8 brands are followed as this allows robust samples to be achieved for each whilst staying within a sensible budget. It is best to set up the questions on the survey in a way that allows the brand list to change without unduly influencing back data.
What’s an example of Brand Tracking in action?
Go to Superdry case study
What is Brand Tracking?