Tag: Brand Health
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Description vs. Prescription in Brand Tracking
If your brand tracker ๐ฐ๐ฏ๐ญ๐บ reports the past, it’s time to upgrade. Most tracking systems stop at diagnostics. They tell you where the brand is now, where it’s been, and why. ๐๐ฆ๐ญ๐ฑ๐ง๐ถ๐ญ, ๐ฃ๐ถ๐ต ๐ฏ๐ฐ๐ต ๐ฆ๐ฏ๐ฐ๐ถ๐จ๐ฉ. ๐๐ ๐ ๐ฆ๐ช, ๐๐ฒ ๐บ๐ผ๐๐ฒ ๐ฏ๐ฒ๐๐ผ๐ป๐ฑ ๐ฑ๐ฒ๐๐ฐ๐ฟ๐ถ๐ฝ๐๐ถ๐ผ๐ป. Our Brand Health Tracker is designed to predict whatโs likely to happen next and…
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The Next Evolution of Brand Health Tracking
The next evolution of brand health tracking is to move tracking from simply monitoring ๐ธ๐ฉ๐ข๐ต ๐ช๐ด ๐ฉ๐ข๐ฑ๐ฑ๐ฆ๐ฏ๐ช๐ฏ๐จ to ๐ฝ๐ฟ๐ฒ๐ฑ๐ถ๐ฐ๐๐ถ๐ป๐ด ๐ธ๐ฉ๐ข๐ต ๐ธ๐ช๐ญ๐ญ ๐ฉ๐ข๐ฑ๐ฑ๐ฆ๐ฏ. To do that, it also means eliminating the siloed approach to separate studies for brand valuation and brand health. ๐ง๐ต๐ฒ ๐ป๐ฒ๐ ๐ ๐ฒ๐๐ผ๐น๐๐๐ถ๐ผ๐ป ๐ผ๐ณ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐ต๐ฒ๐ฎ๐น๐๐ต ๐๐ฟ๐ฎ๐ฐ๐ธ๐ถ๐ป๐ด ๐บ๐๐๐: โก๏ธ Integrate valuation and health to…
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The Direct Link Between Brand Health & Brand Value
The Direct Link between Brand Health & Brand Value Brand health isnโt ๐ซ๐ถ๐ด๐ต a marketing KPI. ๐๐โ๐ ๐ฎ ๐ณ๐ผ๐ฟ๐๐ฎ๐ฟ๐ฑ-๐น๐ผ๐ผ๐ธ๐ถ๐ป๐ด ๐บ๐ฒ๐ฎ๐๐๐ฟ๐ฒ ๐ผ๐ณ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐๐ฎ๐น๐๐ฒ. At MSW, we treat brand health as more than perception. Itโs a signal of whatโs next. We capture the full picture by measuring both what people ๐ต๐ฉ๐ช๐ฏ๐ฌ and what they ๐ฅ๐ฐ. That…
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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 letโs first define eachโฆ 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? โ represents the value of a brand, built from all its market activitiesโname, image, advertising, service quality, and more. It’s the reason consumers prefer one brand over another and may even pay more for it. โ 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: โญ Top Right: High-Performance Stars These brands excel in both market and perceptual strength. ๐ฏ Top Left: Niche Brands High perceptual strength but low market strength. ๐ 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 penetrationโthe…
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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: 1๏ธโฃ When it comes to brand health tracking, simplicity is key. Complicated systems often go unused. 2๏ธโฃ 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: 1๏ธโฃ Competitive Positioning Analysis: Evaluating where your brand stands compared to competitors; identifying strengths, weaknesses, and opportunities. 2๏ธโฃ 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 letโs first define eachโฆ Some researchers lump Brand Equity and Brand Health into the same bucket but…