- Prominence: Do Consumers Know You?
- Affinity: How Do Consumers Feel About You?
- Commitment: How Do Consumers Behave In-Market?
- Prominence: Do Consumers Know You?
- Affinity: How Do Consumers Feel About You?
- Commitment: How Do Consumers Behave In-Market?
Brand tracking is used to continuously measure your brand’s health, by analyzing how your consumers buy and use your products as well as what they think and feel about the brand itself. It tracks usage patterns, perceptions, and sentiments. Good brand tracking will highlight which brand initiatives are working and impacting brand funnel metrics, as well as identify those which are not, so they can be targeted and improved.
The strongest brands out there know that the strength of their brand lies not only in their products or the services they offer, but also in the relationships they form with consumers. The brands that form these tight bonds benefit from higher market share, stronger brand perceptions, and increased loyalty. As a bonus, they can be shielded from category shifts or competitive innovation because their brand strength is based on an emotional – rather than a functional – foundation.
While you may not see these terms in other Brand Tracking frameworks, they are vitally important to understand if your goal is to get an accurate read of your brand in the market. MDRG has honed this approach over the past 30 years working with our clients and serving them in their Brand Health needs. We know that the strongest brands out there are Prominent, have high Affinity, and foster Commitment.
01: Prominence measures how well your brand stands out in consumers' minds. It assesses unaided awareness and relevance, revealing how often consumers recall your brand spontaneously and how prominently it features in their consideration set.
02: Affinity delves into the emotional connection consumers have with your brand. It gauges positive sentiment, NPS favorability, and other emotional indicators to understand the depth of consumers' relationships with your brand.
03: Commitment evaluates consumer behavior towards your brand, including purchase intent, loyalty metrics, and advocacy. It highlights how consumers engage with your brand throughout their buying journey and their likelihood to repeat purchases.
Other metrics include:
It is important to go beyond your own customers when thinking about your brand’s health. Instead, understanding your own customers, your competitors’ customers, your acquisition targets, and everyone in between will give you a clearer view of the entire market. This can help identify longer-term strategies that might not be evident when only talking to current customers.
While brand tracking is one of the more standardized research programs, it doesn’t mean that it should be turnkey. There are several things to consider when setting up your brand tracking program that will affect how often you should collect data, how many people you talk to, and how often you should report your data.
At MDRG, we pride ourselves on our brand tracking capabilities. With 30 years of experience and a portfolio of successful clients, we are committed to delivering insights that drive your brand strategies. We use advanced methodologies and technologies to help brands stay ahead of the ever-evolving market.
Our clients have successfully used brand tracking across various industries to grow
their brand and achieve their business goals. From CPG (Consumer Packaged
Goods) to finance and healthcare, brand tracking is customized to fit different
categories, always delivering impactful results.
Brand tracking doesn’t have to be one-size-fits-all. Different industries have unique
needs and challenges, and our tailored approach ensures that every brand gets the
insights it needs to thrive.