BRAND TRACKING

By measuring your brand awareness and association over time you can tune your message, enhancing the effectiveness of your marketing. By doing this properly you ensure your message is penetrating in the right way and communicating the right things about your brand. You also identify whether your channels are effective and more importantly when they stop becoming effective.

By having a brand tracker in place you always know what the awareness of your brand is. You are able to avoid spending money advertising and promoting the category as opposed to your own specific brand. You are also able to identify if your advertising is beginning to appeal to a segment that you may not have intended (which we will now demonstrate)

In May last year we asked people to give us the first Supermarket brand that came to their mind (spontaneous first mention) and asked them to free type it in. 


^{Source: Attitude NZ, May 2010  (click here to access full results)}

If you look at the gender segmentation you will note a higher level of brand awareness with males for Pak'n'Save, and Countdown. This is likely to be part of their strategy, but if you glance at the dominance of females for New World you might see why.

Now there are several conclusions we could draw about this and the strategies behind it. But can you imagine not having this information if this was your industry? How can you successfully manage a brand strategy or marketing strategy without regular information on how the brand & its marketing executions are performing. Chances are you can have this for your industry much easier than you think. 

Perceptive are also very good at measuring brands that are not "household names", so don't let this stop you from getting in touch. 

Check out our work for examples of what we have done and who we work with. Also, don't hesitate to contact us to chat about this in more detail.