Branding
Brand Tracking
Brand tracking is the ongoing measurement of key brand health metrics such as awareness, consideration, preference, and perception over time. It provides a longitudinal view of how marketing activities and market conditions affect brand strength.
Examples
A quarterly brand tracking study shows that aided awareness increased from 42% to 58% following a national TV campaign, while brand preference rose by 7 points.
Best Practices
Measure consistently with the same methodology over time, track both aided and unaided metrics, benchmark against competitors, and correlate brand metrics with business outcomes.