Tag: Brand Health
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Brand Health, Equity, or Ad Tracking? Get Clarity.
The first step in designing a tracking study is to identify what your goal is and what you want to do with it. Do you need a Brand Equity, Brand Health or Advertising Tracker? Or some combination? So let’s first define each… Some researchers lump Brand Equity and Brand Health into the same bucket but…
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Brand Equity vs. Brand Health
What is the difference between Brand Equity and Brand Health? → represents the value of a brand, built from all its market activities—name, image, advertising, service quality, and more. It’s the reason consumers prefer one brand over another and may even pay more for it. → tells us how the brand has evolved and where…
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| Video Blog | Brand Health
Brand health hinges on two dimensions: market strength and perceptual strength. These dimensions come together in a two-by-two grid: ⭐ Top Right: High-Performance Stars These brands excel in both market and perceptual strength. 🎯 Top Left: Niche Brands High perceptual strength but low market strength. 🔖 Bottom Right: Generic Brands High market strength but low…
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| Video Blog | Using Brand Health Tracking to Grow
Brand health tracking isn’t just about data collection, it’s about actionable insights that drive tangible growth. It’s crucial to conduct a comparative analysis to identify performance gaps vis-a-vis competitors. Are there awareness deficits? Is your brand lacking saliency or association with key usage occasions? At the heart of brand growth lies the expansion of penetration—the…
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| Video Blog | The Six Essentials of Brand Health Tracking
Navigating the complexities of brand health tracking requires a strategic approach that goes beyond surface-level metrics. Here are the 6 essentials for successful brand health tracking: 1️⃣ When it comes to brand health tracking, simplicity is key. Complicated systems often go unused. 2️⃣ Next, a cohesive marketing model is essential for guiding tracking efforts. At…
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| Video Blog | The True Purpose of Brand Health Tracking
Brand health tracking isn’t just about reflecting on past performance; it’s about charting the course for the future. We break it down into five essential components: 1️⃣ Competitive Positioning Analysis: Evaluating where your brand stands compared to competitors; identifying strengths, weaknesses, and opportunities. 2️⃣ Trend Analysis: Understanding the patterns and shifts that have shaped your…
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The First Step in Designing a Tracking Study
The first step in designing a tracking study is to identify what your goal is and what you want to do with it. Do you need a Brand Equity, Brand Health or Advertising Tracker? Or some combination? So let’s first define each… Some researchers lump Brand Equity and Brand Health into the same bucket but…