Product and brand management

1. BRAND TRACKING
P&BM

2. BRAND TRACKING
Brand Tracking is to gather information f
or short term tactical decisions marketer
s, will collect less detailed brand related
information.

3. TRACKING STUDIES
Tracking studies collect information from
consumers on a routine basis over time,
typically through quantitative measures of
brand performance on a number of key
dimensions.
KEY DIMENSIONS:
•BRAND AWARENESS
•CUSTOMER LOYALITY
•BRAND IMAGE
•CUSTOMER SEGMENT
•ADVERTISMENT EFFECTIVENESS

4. •When you think of the brand (insert brand name here), what are the first words
that come to mind?
•When and why did you first become a customer of the brand?
•Why do you continue to be a customer of the brand?
•Who do you consider to be competitors of the brand?
•How is the brand different from its competitors (in terms of being both better and
worse)?
•How is the brand the same as its competitors?
•How can the customer experience of the brand be improved?
•Do you anticipate that you will be a customer of the brand in the future?
•If you were describing the brand to others, what would you say, and would you
recommend it?
QUESTIONS
Source : www.allinonemarketing.co