Brand Tracking 2.0: Why it’s time to give your Brand Tracker a makeover

Published 22 September 2022

Is your brand tracker on the right track?

Brand tracking studies are a standard tool in the marketer’s kitbag. At their best, they enable organisations to make strategic decisions about their brand and marketing, informed by objective and quantitative market insights. For many organisations, however, brand trackers have become bloated, unwieldly constructs: the “dinosaurs of the [research] industry”.
We explored the reasons for this with six industry stakeholders and opinion leaders, and identified four fundamental components of a brand tracking study that all play a role in creating its utility – the brand strategy, the structure, the measures, and what we’ve dubbed the insights environment. That is, the people and processes that surround a tracker’s development and use within an organisation.

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