What is brand tracking?
Brand tracking involves periodically measuring brand performance—including awareness, consideration, preference, and associations. This allows you to track how a brand performs over time and relative to its competitors. Validators conducts brand tracking for brands such as Suntory, ŠKODA, and ANWB.
What does brand tracking measure?
A brand tracker periodically measures: unaided and aided brand awareness, brand consideration ("which brands would you consider?"), brand preference ("which brand do you prefer?"), brand associations (attributes and values), Net Promoter Score (NPS), and sometimes also ad recall. By asking the same questions repeatedly, you can see how the brand evolves.
How often do you conduct brand tracking?
The frequency depends on your campaign activity and budget. The most common approach is continuous tracking (small weekly or monthly samples) for large advertisers, or quarterly measurements for medium-sized brands. Annual tracking provides minimal actionable insights. Validators provides recommendations based on your media spend and the dynamics of your category.
What is the difference between brand tracking and brand lift?
Brand tracking systematically monitors brand performance over the long term. Brand lift measures the short-term effects of a specific campaign by comparing an exposed group with a control group. The two are complementary: brand lift measures campaign effectiveness, while brand tracking measures cumulative brand building.
Frequently Asked Questions
How much does brand tracking cost?
The investment depends on the frequency, sample size, and the number of brands to be tracked. Validators always tailors its brand tracking programs to your specific needs. Please contact us for a quote.
Which KPIs does brand tracking measure?
The standard KPIs are: unaided brand awareness, aided brand awareness, brand consideration, brand preference, brand usage, and NPS. Validators tailors the KPI set to your category.
How long does a brand tracking survey take?
A one-time brand tracking campaign lasts 1–3 weeks (fieldwork + analysis + reporting). For ongoing tracking, Validators provides a monthly dashboard.