Brands are living beings and their forms of description and perception are continuously changing.
If you want your brand to follow corporate targets, you should track your brand. The changes in markets, customer needs, operations of competitors and other internal and external environment influence brand awareness, brand image, brand perception, brand associations, attitudes to brand, loyality and so on. Merely because of this reason, a brand should be continuously tracked.
About the research
While building up a brand tracking programme, two criteria should be taken into account:
- Which brand measures are going to be tracked?
- How often will the selected brand measures be tracked?
Our brand tracking programmes are executed both in B2C and B2B markets. Depending on the type of market, brand measures and so on, the brand tracking frequency is changing. It may be 12 months in BTB market, whereas in B2C markets 6 months, 3 months and so on.
The content and main benefits of the research
The selected brand measures should be core indicators expressing the brand power. This includes essential components of a brand funnel – awareness, consideration, usage, advocacy, along with customer satisfaction, brand associations, brand image and other measurements.
Brand tracking programmes is performed with a representative sample of your target customer. We ensure such an optimal selection of the sample size, the difference between various waves of the research becomes available to reflect real changes.