2. Brand Tracking
Brand Tracking is a way to continuously measure the
development of a brand within some key variables,
such as Ad Awareness, what brands the consumer
prefer and what he/she is using.
Brand tracking is a way to monitor the results.
3. Different ways to track brand
What to track
1. Product-Brand Tracking......
-Brand Recall. – Life Insurance
-Brand Recognition.--zindigi ki saat vi zindigi
ki baad vi.
4. 2. Corporate or Family Brand
tracking......
◦ Sample Brand Tracking System
Assume that Apple iPhone 5 is conducting a short phone
interview to gather consumer opinions about the service.
Brand awareness and Usage:
a)What brands of hand set are you aware of?
b)At which brand of hand set you consider using or
buying?
c)Have you bought any hand set in the last week? Which
ones?
d)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]
5. Brand Judgement:
(Interested in overall opinion of iPhone 5)
a)How favourable is your attitude towards Apple
iPhone 5?
b)How well does Apple iPhone satisfy your needs?
c)How likely would you recommend iPhone 5 to
others?
d)Is iPhone 5 worth a premium price?
e)What do you like best about Apple iPhone 5?
f)To what extent Apple iPhone 5 is superior to other
brands?
Apple as a company is….
a) Innovative b)Trustworthy c)Likable d)Concerned
about their customer e)Concerned about society
as a whole f)Admirable g)Sophisticated
6. Brand Performance:
(specific questions about Apple
iPhone 5)
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
7. Brand Imagery:
a) To what extent do you admire and respect
people using iPhone 5?
b) How much do you like people using
iPhone 5?
c) How well do each of the following words
describe iPhone 5?
Up-to-date, successful, upper class
,stylish, charming, classy, costly
8. Brand Feelings:
Does Apple iPhone 5 give you a feeling
of….
a) Fun
b) Excitement
c) Sense of confidence
d) Social approval
e) Self –respect
f) Classy
g) Stylish
9. Brand Resonance:
a) I consider myself loyal to Apple
b) I buy Apple products whenever I can
c) I would go out of my way to buy Apple
products
d) I really love Apple products
e) iPhone 5 is really special to me
f) It is more than a product to me
g) I really like to talk about Apple products
h) I am always interested in learning more
about apple products
i) I like to visit website for Apple products
j) Compare to other brands, I follow news
about Apple closely
11. •How to Conduct Tracking
Studies
1. Whom to Track
-Heavy User- efficacy & speed of relief.
-Light User-gentleness & no side effect.
2. When and Where to Track
-Continuous tracking over the time-
12. NEPA Model for Brand
Tracking
National Environmental Policy Act
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
13. Each variable is identified using
a question
Ad Awareness
Which mobile brands have you heard of? Brand Awareness
Preference Which mobile brand do you prefer? What other brands are
interesting?
What mobile brand do you own? Latest purchase
Which mobile brands have you noticed
any advertisement from over the last
month?
14. 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 bu
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.
Samsung
Nokia
Sony
I-phone
Black Berry
Micromax
15. Example: The mobile phone industry is very
advertisement
intensive – which brands stand out?
1st
2nd 3rd
Samsun
g
Nokia
Micromax
