The document discusses brand equity management and brand tracking studies, highlighting the importance of continuously measuring a brand's performance through various matrices like awareness, preference, and customer perceptions. It emphasizes the need for regular data collection, tailored strategies for monitoring both current customers and non-users, and the significance of understanding consumer behavior to drive brand growth. Furthermore, it outlines challenges in survey design and the necessity for customizing tracking measures to adapt to competitive and market changes.

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.

5. What to Track

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

17. Thank You