Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
What is Brand Loyalty in Marketing ManagementMITSDEDistance
The PGDM Marketing Management course aims to empower students with the expertise and
capabilities needed for proficiently devising, executing, and evaluating marketing plans.
Importing, Exporting and SourcingWhat’s this chapter aboutMalikPinckney86
Importing, Exporting and Sourcing
What’s this chapter about?
Important aspects of importing, exporting and sourcing
Key influencers for import, export and sourcing decisions
Multinational vs. Global Strategy
Companies engaged in international business activities can approach the market using either a multinational or a global strategy.
Export selling vs. Export marketing
Multinational strategy
A strategy of adapting products and their marketing strategies in each national market to suit local preferences.
Global strategy
A strategy of offering the same products using the same marketing strategy in all national markets.
Benefits and Drawbacks
Multinational strategy
Benefits
Drawbacks
Global strategy
Benefits
Drawbacks
Monitor and respond quickly to changes in buyer preferences
Inability to exploit scale economies
Costs savings from scale economies
Knowledge sharing
Only simple modifications to product features can be implemented
The Exporter “Must Do” List
Gain in depth understanding of the target market.
Conduct marketing research and identify market potential.
Make strategic decisions concerning 4Ps (marketing mix).
Expanding the “Must Do” List
Logistics
Packaging, transportation, etc.
Legal Procedures
Contracts, customs procedures, tariffs, etc.
After-sales service
Product discontinuation, parts availability, product repair, etc.
Sales Promotions
Advertising
Foreign Market Intelligence
Competition
Government Influence on Trade
Governments have long intervened in the trade of goods and services for political, economic and cultural reasons.
Encouraging Exports
Subsidies, tax breaks, export financing, etc.
Discouraging Imports
Tariffs, quotas, embargo, local content requirements, etc.
Encouraging Exports (Example)
Encouraging Exports (Example)
Discouraging Imports
Can you think of examples?
Sourcing
What is sourcing?
What makes it so important?
In class discussion!
Factors that Affect Sourcing
Factory costs and conditions (land, labor, etc.)
Logistics
Infrastructure
Political risk
Exchange rates / currency convertibility
On Wednesday
Licensing, Investment, and Strategic Alliances (Part 1)
Segmenting, Targeting and Positioning
What’s this chapter about?
Important aspects of STP marketing
STP Marketing
Segmenting
Dividing a market based on demographics, lifestyles, behavioral measures etc.
Targeting
Selecting the most appropriate market(s)
Positioning
Target marketing messages using the 4Ps
Market Segmentation
Market segmentation is the division of consumer markets into meaningful and distinct groups.
Why is Market Segmentation important?
Marketers can better define consumer needs.
Decision makers can define objectives and allocate resources accurately.
Competitive advantage.
Segmentation Base …
is a group of characteristics that is used to assign segment members.
Demographics
Psychographics
Needs
Behavioral
Demographic ...
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing, with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in constant pursuit for quality stuff on-line.
Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies make”. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what are it’s offerings.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing,
with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same
with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in
constant pursuit for quality stuff on-line.
5 Tips to Create Successful Content in the COVID-19 | GMA WebinarsGraceChong37
The 1st in Asia | Growth Marketing Academy
🙌🏻Register for FREE and watch the recording whenever you’re FREE!🙌🏻
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【5 Tips to Create Successful Content in the COVID-19 Era Like The Economist】
✍🏻What will I learn…
1.How to optimize your content marketing efforts in the harsh period
2.How to communicate effectively with customers and find the right balance between “tone-deaf” and “COVID-fatigue”
3.How businesses can stay relevant, emerging at the end of this crisis as winners
4.Current examples from The Economist to showcase these skills
👨🏻💼Meet Our Speaker - Alice
Alice is the Head of marketing in APAC, Content Solutions, at The Economist. She oversees the strategy and amplifications for content marketing campaigns in the region. She is in charge of social media, email marketing, and PR of sponsored campaigns, and she works closely with the advertising and events team on integrated projects. She has led amplification efforts for successful integrated programmes such as the Safe Cities Index.
🐾We will update the webinars, if you want to get more marketing knowledge, please subscribe to our channel!
👉🏻 learn more: https://www.growthmarketer.academy/
The tour commentary is the tour guides primary tool of trade. Excellent tour guides pay attention to how they delivery their commentary on every tour by striving for continuous improvement. The slide explores some of the ways a tour guide can use his or her tour commentary to achieve excellence in guiding.
Tourist Security and the Role of the Tour GuideWhistling Crow
Today vacationers view their holidays as an escape from the worlds problems and worries. While on a tour, the last thing they wan to be concerned about is being victims of crime. Tourists while at destinations can be lucrative targets to crime, the thematic slide explores how tour guides may convert unprevented security calamity into a tolerable inconvenience.
Week 5 The Law of Agency in Travel and TourismWhistling Crow
Intermediaries in travel and tourism industries provide the linking point between suppliers and customers. It is because of their relationship with other service suppliers that they are considered as their representatives to customers. The nature of this business relationship and its outcomes are governed by the law of agency, its different facets and ramifications are captured in this presentation for readers seeking enlightenment in the legal area as basis for risk free agency business in travel and tourism.
Techniques in Tour Guiding 2018 by Paul OlolaWhistling Crow
Tour Guiding is increasingly gaining traction in tourism generating regions with guides expected to play multiple roles towards ensuring visitors have an enjoyable, memorable and meaningful experience. The lecture presentation discusses the different facets of guiding skills and techniques required for top-notch guiding.
Brand equity and customer purchase decisionWhistling Crow
Acquiring, retaining and ensuring customer loyalty are business firm's focus. However, in the 21st century, brand equity has become a key asset to be developed by organization's towards their customers as a customer driven strategy.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
Brand tracking studies
1. BY
PAUL OLOLA OMOLO – D65/68454/2013
paulolola@hotmail.com
16TH March, 2015
University of Nairobi
DBS 551
BRAND EQUITY MANAGEMENT
BRAND TRACKING STUDIES
2. “Authentic Brands don’t JUST emerge from marketing cubicles or
advertising. They emanate from everything the company does.”
-Howard Schulz-
BRAND TRACKING is a way to
continuously MEASURE the
development of a Brand within
some key Matrices/Variables.
These variables include :
1. Awareness
2. Preference
3. Usage
4. Attitudes
5. Perceptions
6. Judgment
What is Brand Tracking?
3. Brand Tracking Studies allow Marketers to :
Monitor the health of a brand to allow for proper
adjustments.
Provide information to facilitate marketers day-to-day
decision making.
Provide insight into the effectiveness of marketing
programs implemented by an organization.
Provide insights into the effects of many marketing actions
on brand equity.
Tracking involves usage and application of Quantitative and
Qualitative Methods of Data collection and Analysis by using
tools like Questionnaires and Interviews which may be
administered online through emails or websites, electronically
or physically.
Why Brand Tracking?
4. Whom to Track?
Heavy User.
Light User.
Non-consumers.
When to Track?
Brand tracking studies usually involve collecting quantitative data from
consumers on a regular basis. One way to do it is to continuously collect
information which allow us to control for unusual marketing activities and
provide a more representative picture of how the brand stands in consumers'
mind and against competitors.
When determining the frequency of data collection in brand tracking studies, an
organization should consider:
Frequency of product purchase: for example durable goods with long
purchase cycles can be tracked less frequently.
Marketing activity in the product category: a category where brands are
constantly launching marketing programs and promotions should be monitor
more often.
Level of competition in product category: highly competitive product
categories, where new products and competitors are constantly trying to
break in, should be tracked regularly.
Stability of brand associations: brands with an established image that don't
show appreciable changes over time, can afford a less frequent brand tracking.
Brand tracking studies are often conducted with current customers, but
monitoring non-users of the brand can prove to be valuable to the development
of an acquisition and market penetration strategy in search for business growth.
6. Customer Satisfaction
Product performance
Customer Service
Shopping Experience
Future purchase intent
Price as a Barrier
Customer Behavior
Brands Purchased
Purchase Frequency
Purchase Amount
Total Spending
Brand Change Likelihood
Brand Loyalty
What to Track
7. Brand Benefits
Functional
Symbolic
Experiential
Strength
Quantity of brand information
processing
Quality of the brand
information processing
Favorability
Desirability
Deliverability
Product Attributes
Product features
Product performance/quality
Non-product
Attributes
Price
Brand personality
User Imagery
Feelings/experience
Uniqueness
Point of differentiation
Shared associations
Brand Attitudes
8. Assume that APPLE IPHONE 5 is conducting a
short phone interview to gather consumer
opinions about the new Brand.
Interview questions on Brand awareness and
Usage will be :
• What brands of hand set are you aware of?
• Which brand of hand set you consider using
or buying?
• Have you bought any hand set in the last
week? Which ones?
• If you need to buy any hand set tomorrow,
which one would you go for?
• Have you ever heard of Apple iPhone 5?
[Establish familiarity]
• Have you used Apple iPhone? [Establish trial]
Brand Experience and Usage ctd..
9. Brand Matrices - iPhone 5
Performance
Apple iPhone 5…..
Is convenient to use
Has better features
Battery back-up
Offers innovative feature
Has a stylish and attractive look
Varied features
High quality
Brand imagery
To what extent do you admire and
respect people using iPhone 5?
How much do you like people using
iPhone 5?
How well do each of the following
words describe iPhone 5?
Up-to-date, successful, upper
class ,stylish, charming, classy, costly
Judgement
Interested in overall opinion of iPhone 5
How favourable is your attitude
towards Apple iPhone 5?
How well does Apple iPhone satisfy
your needs?
How likely would you recommend
iPhone 5 to others?
Is iPhone 5 worth a premium price?
What do you like best about Apple
iPhone 5?
To what extent Apple iPhone 5 is
superior to other brands?
Apple as a company is….
Innovative b)Trustworthy c)Likable
d)Concerned about their customer
e)Concerned about society as a whole
f)Admirable g)Sophisticated
10. BRAND FEELINGS
Does Apple iPhone 5 give you a
feeling of….
Fun
Excitement
Sense of Confidence
Social approval
Self –respect
Classy
Stylish
BRAND RESONANCE
I consider myself loyal to Apple
I buy Apple products whenever I
can
I would go out of my way to buy
Apple products
I really love Apple products
iPhone 5 is really special to me
It is more than a product to me
I really like to talk about Apple
products
I am always interested in learning
more about apple products
I like to visit website for Apple
products
Compare to other brands, I follow
news about Apple closely
Brand Matrices…ctd
11. Model for Brand Tracking
Attention Intention
Current
experiences
Respondent background information
Brand Awareness
Top of Mind
In Mind
Ad Awareness
Top of Mind
In Mind
Preference
- Top of Mind
- In Mind
Latest purchase
- Main brand
- Other brands
12. Each variable is identified using a question
Advert Awareness
mobile brands have you heard of? Brand Awareness
Preference Which mobile brand do you
e brand do you own? Latest purchase
Which mobile brands have you noticed
any advertisement from over the last
month?
Which mobile brands have
you heard of?
Which mobile brand do you prefer?
What other brands are interesting?
What mobile brand do
you own?
13. The answers make out the consideration set
and are split into Top of Mind and In Mind
Top of Mind (ToM)
This is the brand the
consumer puts in
first position. Often,
this means that this
is the most likely
candidate for a later
purchase, which
makes this
position the most
wanted for all
brands.
In Mind (IM)
The rest of the
brands mentioned
are included in the
consideration set but
has a lower chance
of being bought in
the end. A brand
that is not included
here virtually does
not exist in the mind
of the consumer.
IPhone i5
Nokia
Sony Experia
Samsung
Black Berry
Wiko
14. How to Interpret Brand Tracking Measures
1) Given the comparative nature of brand tracking studies, brand tracking measures
tend to stay the same over time. However, they should be revised from time to
time to assess their reliability and sensibility. They may be stable over time and
thus reflect stability of brand associations, but they can also be unable to capture
important shifts in the market due to changes in socio-demographic trends,
competitive landscape and economic macro-trends.
2) Finally, each brand tracking study should be customized to capture the brand
associations that contribute the most to brand equity and the marketing activities
that are effective at strengthening it. The goal is to identify key drivers that have
an impact on consumers' brand choice and purchase behavior and develop
marketing tactics that can lead to brand growth and sustainability.
3) Another issue with brand tracking measures is defining what constitutes the
desirable level of a particular metric. Is a 40% level awareness good enough? It
depends. It is all relative to the product category and the competitive
environment. In low involvement product categories and those with many
competitors, it may be difficult to get very high levels of awareness and strong
brand associations, so the benchmark for what it is a good level for a metric differs
across industries and product categories.
15. Where Brand Tracking Studies Fail
1. Great care should be taken when designing questions. One of the
problems with quantitative surveys is that it asks the respondent
to be deliberative, when purchasing behavior is actually much
more instinctive. Surveys must therefore be created in such a
way as to scratch away the deliberative response that questions
are likely to invoke.
2. While brand survey data is critical to the success of marketing
efforts, there are many surveys that have been over-engineered
and are not achieving the desired results. There is no consumer
on the planet that can honestly say that they enjoy filling out
surveys. Surveys often ask the same question fifty different
ways and the is low completion rates and inaccurate results.
16. Keller, K.L., (2003). Strategic Brand Management : Building,
measuring and managing brand equity (2nd ed.) New Jersey:
Prentice Hall International Inc.
Kotler, P., & Keller, K.L., (2012). Marketing Management (14th ed.)
New Jersey : Cerebellum Press.
Kotler, P., & Armstrong, G., (2012). Principles of Marketing (14th
ed.) New Jersey : Prentice Hall International Inc.
Kruger, R., & Stumpf, A., (2013). Brand Growth Barriers :
Identify, Understand & Overcome them. Berlin : New York :
Springer.
“Change your marketing, Care about your business level, Go
multichannel, Be ready for future forward looking company with
innovation technology and avoid being URBERED”
Maurice Levy,
C.E.O. Publicis
2014.
References