Brand and Communication Tracking

7/23/2019 Brand and Communication Tracking

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MEASURING BRAND STATUS OBJECTIVE

Brand Pyramid How is the brand converting at every

stage of its evolvement? Is it better or

worse than competition? How does it

fare vs category average?

Brand Equity How is the brand perceived vis-a-vis

competition?

Brand Loyalty How loyal are consumers to my brand?

o consumers of my brand switch more

than competition?

!ategory drivers "hat are the #ey attributes driving the

category? "hat are the functional

bene$ts? "hat are the emotional

bene$ts consumers see#? How is mybrand perceived on the drivers vs

competition?

Impact of mar#eting programmes "hat is the %&I? "hich media is

contributing most?

BRAND PYRAMID

&b'ective It $nds out the conversion rate at every

stage of the brand from awareness to

regular usage

eviations It also compares the conversion rate of a

brand vs category

BRAND PYRAMID

&b'ective It $nds out the equity of our brand vs

competition

Measures

(amiliarity )ot 'ust saliency* it measures e+tent to

which consumers are familiar with the

brand

%elevance "hether the brand is found to be


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relevant to the consumer needsi,erentiation "hether the brand is found to be unique

and di,erent from other brandsdvantage "hether the brand is perceived to have

a distinct advantage over other brands

.sage "hether the brand is often used

BRAND LOYALTY

&b'ective It $nds out the e+tent to which

consumers are loyal to my brand vs

competition

Measures

Brand /witching "hat is the current switching behaviour

of consumers0ery loyal consumers Loyal and entrenched to the brand)ot loyal at all 1consumers2 )ot at all loyal to the brandmbivalent !onsumers who #eep on

3irting4switching between brands

CATEGORY DRIVERS

&b'ective It $nds out what attributes drive the

category555what rational and emotional

bene$ts consumers see#

Measures

!laimed Importance ttributes which are claimed to be

important by consumers when as#ed

what is important to them 1rating on a 6

or a 78 point scale2erived importance ttributes which are derived* that is*

through statistics li#e regression or

'accardsttributes high on both claimed and

derived importance

9ey drivers

ttributes high on claimed but low on

derived importance

Hygiene attributes

ttributes low on claimed and high on

derived importance

Latent motivators: brand s could create

a di,erentiation on these attributesttributes low on both claimed and

derived importance

)ot important drivers


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IMPACT OF MARKETING

PROGRAMMES

&b'ective It $nds out the returns on investment for

all mar#eting programmes vi;

Documents

Brand and Communication Tracking