MDRG’S APPROACH TO BRAND TRACKING STUDIES

What Are Brand Tracking Studies?

Brand tracking is used to continuously measure your brand’s health. With brand tracking studies, experts analyze how your consumers buy and use your products as well as what they think and feel about the brand itself. Brand tracking tools track 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.

With Brand Tracking, You Gain

  • Insight into performance over time: Understand how your brand evolves and performs in the market

  • Data-driven marketing decisions: Make informed decisions based on accurate data and trends

  • Opportunities and threats: Identify areas of opportunity and potential threats to your brand’s position in the market

  • Consumer behavior: Gain a deeper understanding of how consumers interact with your brand

  • Planning and forecasting: Use insights to plan future strategies and forecast market trends

OUR APPROACH

MDRG’s Approach To Brand Tracking And Analysis Is Encapsulated In Three Proprietary Terms: Prominence, Affinity, and Commitment

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Key Metrics Tracked As Part of Our Comprehensive Brand Health Assessment Include:

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 and brand monitoring services 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.

Brand tracking best practices include metrics like::

  • Awareness

  • Consideration

  • Usage/Purchase

  • Loyalty

  • Preference/Affinity

  • Brand Perceptions

  • Perceived Quality

  • NPS: (While NPS is traditionally a Customer Experience metric, many brands include it as a part of their Brand Tracking efforts to keep a pulse on their overall performance from a CX perspective.)

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.

The Power in Brand Tracking

  • Keep a pulse on your category and brand.

  • Understand shifting brand and category dynamics and use them as an early-warning system to adjust strategy.

  • Be better able to respond to unique category circumstances.

  • Ultimately, devise tactics to increase usage and loyalty to drive the bottom line.

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, which brand tracking tools you use, and how often you should report your data.

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WHY MDRG

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 brands 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.