Brand Tracking

Manage, track, and grow your brand with always-on, actionable insights.

Marketing Mix Modelling

Monitor and optimise the long and short-term effects of your marketing efforts.

Campaign Evaluation

Measure and track your campaign’s performance before, after, and as it happens.

Blog Posts

What is Brand Tracking and why is it important?

March 17, 2023

what is brand tracking

Sam Richardson

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Brand Tracking is a vital ingredient in your marketing operations. Imagine setting up target goals, launching large and expensive campaigns, ramping up marketing costs and then crossing your fingers for the best. Sure, you can take your time and research your consumers’ behaviors and create a detailed blueprint for your marketing, but how will you be sure? This is where brand tracking comes in.

What is Brand Tracking?

Brand tracking is essentially a process where you can follow the changes of your brands perception over time. By continuously measuring your brands health, consumers opinions, momentum and associations, you will be able to adapt and overcome problems in real-time, not when it’s already too late.

Why is Brand Tracking important?

Understanding your brands strengths and weaknesses gives you a clear understanding on where to improve and focus your attention. It also gives you a good indication on how your brand compares to your competitors. The constant feedback will help you form the brand that you set out to create from the beginning and allow you to adjust accordingly. In-depth analysis on Relevancy, Customer loyalty, Delivery, Value, Reputation, Visibility and more are key components in forming a brand that will emotionally connect to your consumers.

What to do with the information from your Brand Tracking?

Once you know what your customers think of your brand, you are much better equipped to create campaigns that can either alter or utilize their perception in the most efficient manner. If you play to that perception, your customers will not only get a better and stronger view of your brand, they will also be more willing to listen to what you have to say. The results of your brand tracking basically makes it possible to get your audience to listen.

Why should I focus on my brand and not just performance campaigns?

You might look at your brand as the motor oil in your engine, and the performance campaigns as your fuel. Without the proper motor oil, you will need a lot more fuel to run the engine, and eventually the machine will break down and suffer critical failure. Also, using the wrong type of motor oil will reduce the effectiveness of the fuel. So to optimize the impact your performance campaigns have, you need a good understanding of your brand and how it impacts your customers, and to get that you need to continuously do a proper brand tracking.

Want to know more about brand tracking and how it can be done with ease and efficiency? Contact us and we’ll tell you all about it!

Blog Posts

Get to know your customers with brand health tracking

January 20, 2021

brand health tracking helps you know your customers

Karen Chandler

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Brand health tracking is a key tool for marketers who wants to understand and really get to know both existing and potential customers.

Setting ambitious goals and launching big marketing campaigns without knowing the health of your brand can be detrimental moving forward. But keeping track of how your customers perceive your brand 24/7 is a full time job. Not only do you have to understand how your target groups feel about your brand, you also have to keep track of what your competitors are doing. This is why a continuous tracking of your brand is such an important tool.

Brand tracking works! Just have a look at the top global companies. To stay one step ahead of the competition and to drive sales they let brand tracking steer their marketing activities.

READ ALSO: Benefits of Path to Purchase Analysis

Brand health tracking is a direct connection to your audience

When brand health tracking is done right you will have a continuous feed of insights into your marketing organisation enabling you to plan, execute and reach marketing goals.

Easy to read dashboards, custom reporting and integration to existing BI systems is essential to make the most of brand health tracking. When planning marketing activities, like a product campaign, metrics from your updated dashboard will reveal your audience desires. These insights ensure that you and your colleagues can make timely strategic and tactical decisions with context and confidence.

So, before you waste any more money on marketing campaigns that might work let brand tracking show you what actually will work. By continuously measuring your audience you will always be ready to launch your next campaign.

Use brand health tracking to optimize campaigns

Although brand health tracking takes a larger scope on your overall brand health, you get the best results when combining brand tracking with campaign tracking.

Campaign tracking looks at how your campaigns perform, but doesn’t tell you how it ties into the overall perception customers have of your brand. Ignoring the bigger picture means you run the risk of missing crucial information regarding what your customers want or need from you.

READ ALSO: Brand research: What is it & why is it important?

Understand your brand before you move on

Brand health tracking ensures you have the correct insights before you set your goals and that you get relevant input before and during your marketing activities. Finally, it lets you evaluate the results of your marketing efforts. Without this information, you are basically in the dark.

To sum up, brand tracking is a measurement that gives you the insights you need to truly understand your brand to drive sales.

If you want to know more about brand health tracking and get the insights you need to optimize your marketing, make sure to contact our brand experts and they’ll tell you all about it.

Blog Posts

Brand Tracking is key to increase Brand Awareness

February 24, 2020

billboard advertising brand awareness

Sam Richardson

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The old saying “out of sight – out of mind” is never as true as when it comes to brand awareness. The brands that consumers are continuously exposed to are the ones that stay top of mind. But how do you know your target audience’s brand awareness, if you don’t use brand tracking?

What is Brand Awareness?

Brand awareness is the relationship your audience has with your brand. It therefore includes if people recognize your brand, how they relate to it, what their sentiment regarding your brand is and how they convert to purchase. Having a high brand awareness means people respond well to your brand, are more loyal and also more likely to recommend your brand to their peers. Brand tracking metrics are therefore crucial to making the right brand decisions.

READ ALSO: Brand research: What is it & why is it important?

How do you measure Brand Awareness?

So how do you then measure your brand awareness? The answer is continuous brand tracking! With a good brand tracking method, you are able to understand your audience’s awareness of your brand, and thus know how they interact with it. But your job is not finished by just doing continuous brand tracking.

Challenge when Brand Tracking different consumer groups

You probably sell to many different consumers. Not all of your target groups are likely to have the same brand awareness, so you need to break them down to different niche groups. It could be people in specific geographic regions, of different ages and genders, that have varying educational or income levels.

Brand tracking allows you to get a clearer picture of each group. This in turn gives you relevant information of what your goals should be for each. For one group you might want to keep your current level and focus on performance marketing, while for other groups you might need more targeted efforts. You therefore need to track your brand’s performance with regards to these different consumer groups.

READ ALSO: Benefits of Path to Purchase Analysis

Nepa understands Brand Tracking

Keeping all these brand metrics relevant, accessible and actionable might seem like a lot of work. But when using Nepa’s proven brand tracking system and taking advantage of the many years of experience we have, recurring brand tracking becomes easy, quick, effective and actually really fun. At every turn of the road, you know what lies ahead, how your audiences respond to your brand and how to keep the right balance between your brand awareness activities and your performance activities.

Want to know more about how we can help your company?  Contact us and we’ll tell you all about it!