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Brand tracking is essential to understanding how your brand is performing in terms of brand awareness, association and equity. It measures the strength and engagement of your brand and allows you to track performance over time. SPA Future Thinking has launched BrandBox, a new and innovative approach to brand tracking. It has been designed to help marketers to understand brand equity, evaluating the competitive context, emotional relationship, and the role of Connectors in determining a brands’ position. Connectors are vital to disseminating brand messaging and are highly engaged; connecting through multiple touchpoints, making them key brand advocates. They are identified through a series of attitudinal statements and form about 25% of the population (category dependent). By identifying who Connectors are for any brand, we can map out how to influence them.
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www.spafuturethinking.cominnovation intelligence inspirationThe brand and comms tracking tool with a difference.
Tells you who you’re connecting with and who you should be.
ConnectorsConnectors are key advocates of brands and connect with brands through multiple touchpoints
Download a brand’s app Recommend a brand
to friends and family Be more aware of
advertising
Speak to friends & family about brands
Tweet about a brand
Visit a brand’s websiteComment on a
brand’s Facebook page
MOBILE PHONES
RETAIL SOFT DRINKS
AUTOMOTIVE FINANCIAL SERVICES
Connectors form around 25% of the population
50% have games consoles
1 in 4 have smart TVs
6 out of 10 have tablets
Connectors are significantly more likely than non-connectors to:
Connectors form about a quarter of the population, depending on your category, and are heavy users of technology
We are able to identify Connectors through a unique battery of statements and have looked in detail at Connectors in these 5 categories:
Identify your Connectors with BrandBox, the brand tracking tool from SPA Future Thinking
In the past week... 25% have rated a product online
46% have looked at product reviews online
