Brand Tracking Metrics and Interpretation

Michaela Mora
@rinsights
Twitter hashtag: #brandtracking
www. relevantinsights.com

www.relevantinsights.com
1. What is brand and brand equity?
2. What brand metrics should be
tracked?
3. How often should a brand be
tracked?
4. Who should be included in a brand
tracking study?
5. How to interpret brand tracking
metrics?
AgendaAgenda
2www.relevantinsights.com

“a name, term, sign, symbol or design, or combination of
them intended to identify the goods and services of one
seller or group of sellers and differentiate them from those of
the competition”
What Is A Brand?What Is A Brand?
American Marketing Association
3
Where do brands exist?

What Is Brand Equity?What Is Brand Equity?
Source: Kevin L. Keller “Strategic Brand Management”
Customer-Based Brand Equity
Customer response
Differential effect
Brand knowledge
4

Brand Research MethodsBrand Research Methods
Brand Tracking, Comparative methods for brands and
marketing activities, trade-off analysis (conjoint)
Projective techniques, Story-telling, Role playing, Focus
groups, Ethnography, Online qualitative techniques, etc.
Quantitative Research
5
Qualitative Research
Sentiment monitoring, Content Analysis, Trends
Social Media Research (Can be qualitative or
quantitative)

Why Brand Tracking?Why Brand Tracking?
Monitor the health of the brand to allow for
proper adjustments.
Provide information to facilitate marketers’
day-to-day decision making
Provide insights into the effects of many
marketing actions on brand equity
6

What To Track?What To Track?
7
Recall Brands purchased
Favorability
Brand Experience
& Usage
Brand Awareness Brand Image
Customer satisfaction &
loyalty
Brand Change likelihood
Future purchase intent
Total spending
Purchase frequency
and amount
Recognition
Brand Attributes
Brand Benefits
Uniqueness
Strength
Brand Attitudes

www.relevantinsights.com 8
Brand Recall
Depends on strength and
organization of memories
and their accessibility
Brand Recognition
Depends on content of
memories
What retailer brands come to mind when you think of
clothing?
When you think of retailers where you can buy jeans,
which brands come to mind?
Which of the following retailer brands sell sport wear?
How familiar are you with the following retailer brands
of sport wear? Scale from “Never heard of” to “I have
purchased sport wear at this retailer”
Brand Awareness

Customer
Service
Product
Advertising
Store
experience
Website
experience
PricePromotions
 Brands purchased
 Purchase frequency
 Brand Change
likelihood
 Total spending
Customer
Behavior
 Purchase amount
Customer
satisfaction
 Future purchase
intent
 Product Performance
 Customer Service
 Shopping experience
 Price as a barrier
 Brand loyalty
Brand Experience & Usage
Experience with
competing
brands
Own and Competing Brands
Social
media/
WOM

Experience with
competing
brands
Customer
Service
Product
attributes
Advertising
Social
media/
WOM
Store
experience
Website
experience
Price
Promotions
Product
performance
Cultural
background
Favorability
 Desirability
 Deliverability
Brand Benefits
 Functional
 Symbolic
 Experiential
Uniqueness
 Point of
differentiation
 Shared associations
 Product
Performance/Quality
Product attributes
 Product features
 Brand personality
Non-Product
Attributes
 User Imagery
 Price
 Feelings/Experience
Strength
 Quality of the brand
info processing
 Quantity of brand
info processing
BrandAttitudes
Brand Image

How Often To Track?How Often To Track?
Continuous Tracking
“Smooth Out” the short-term
effect of unusual marketing
activities
Can be analyzed with other
continuous data (sales,
advertising spending, market
share, etc.)
More expensive
Better for monitoring
competitive landscape without
influence of media schedule
Pulse Tracking
Could be biased if a negative
or positive marketing event
occurs close in time to a wave
of interviews
Data gaps between
measurement waves
Can provide precise
before-after
measurements of specific
media events
Less expensive

How Often To Track?How Often To Track?
Criteria To Consider
Stability of brand associations
Frequency of product purchase
Marketing activity in the product category
Level of competition in product category
Marketing activity plan for the brand

Whom To Track?Whom To Track?
Customers
Non-Customers
Vs.

How To Interpret?How To Interpret?
Brand Recall
Brand Awareness
When Is The Purchase Decision Made?
Brand Recognition

Among flavored
alcoholic beverages
Among flavored
alcoholic beverages
for a party with
friends?
Recall
Recall
Factors Affecting Recall
 Interference of other product
information
 Time since last exposure
 The number and type of
external retrieval cues
Recall = Strength Indicator
Brand Awareness

Recognition
Brand Awareness
Brand Recognition = Marketing
strategy success
Potential ability to recall

Brand
Experience &
Usage
Brand Image
Rejecter
Devoted &
Engaged
Satisfied but
Indifferent
Ambivalent

Assess
Are the metrics reflecting the underlying sources
of brand equity or are they not sensitive enough?
What are the appropriate cutoffs?
Correlate
Which are the sources of brand equity?
Which sources are the value drivers for a brand?
Which marketing activities are most effective?

Thanks!Thanks!
P: 817.494.2364
michaela@relevantinsights.com
Follow on Twitter @rinsights
http://www.relevantinsights.com
Michaela Mora

Brand Tracking Metrics and Interpretation

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