BRAND HEALTH TRACKER

HOW STRONG IS YOUR BRAND IN THE MINDS OF YOUR CUSTOMERS?

A strong brand is more than a familiar name. Brand Health Tracking helps you understand how strongly your brand performs in the minds and behaviours of consumers  and how that position changes over time. ClerkMaster measures the different dimensions of brand performance to help businesses understand where their brand stands, how it compares with competitors and where opportunities for improvement may exist.

 

BRAND HEALTH

A brand can be visible without being strong.

A brand may be well known but poorly differentiated. It may be widely recognized but not preferred. Customers may know the brand but choose competitors instead. And a brand’s position can change over time as consumer needs, competitive activity and market conditions evolve. Brand Health Tracking provides a structured way to monitor how consumers perceive and interact with a brand and how those measures change over time.

WHAT WE EXAMINE

Understand your brand from more than one angle.

AWARENESS

Do consumers know your brand?

WHAT WE COVER

We measure;

  • Top-of-mind awareness
  • Spontaneous / unaided awareness
  • Aided awareness
  • Brand familiarity

BRAND EQUITY

What does your brand mean to consumers?

WHAT WE COVER

We measure perceptions around:

    • Trust
    • Relevance
    • Differentiation
    • Perceived quality
    • Affinity
    • Preference

BRAND BEHAVIOUR

How do consumers actually interact with your brand?

WHAT WE COVER

We help you understand:

      • Brand usage
      • Market penetration
      • Brand relationships
      • Loyalty
      • Switching behaviour

COMPETITIVE POSITION

How does your brand compare with competitors?

WHAT WE COVER

We assess:

      • Competitive brand performance
      • Consumer perceptions of competing brands
      • Relative positioning
      • Important points of differentiation

COMMUNICATION

Is your communication working?

WHAT WE COVER

We track:

      • Advertising performance
      • Communication response
      • Changes in consumer response over time

UNDERSTAND THE BRAND JOURNEY

Where are consumers moving and where are they dropping off?

Awareness does not automatically lead to usage or preference. Brand Funnel Analysis helps quantify movement and leakage between successive stages of the consumer-brand relationship.

 

AWARENESS

CONSIDERATION

PREFERENCE

USAGE

LOYALTY

BRAND HEALTH OVER TIME

Your brand today is not necessarily your brand tomorrow.

Brand Health Tracking uses periodic quantitative surveys and consistent KPIs to measure changes in brand performance over time. This allows organisations to monitor movement rather than relying on a single snapshot.

OUR RESEARCH SOLUTIONS

From brand awareness to competitive benchmarking.

BRAND AWARENESS STUDIES

Measure how well consumers recognise and recall your brand.

BRAND EQUITY STUDIES

Assess the strength of the brand across key consumer perceptions.

BRAND IMAGE & PERCEPTION STUDIES

Understand how consumers view your brand and what associations they attach to it.

BRAND USAGE & PENETRATION STUDIES

Understand usage patterns and brand penetration.

 

BRAND FUNNEL STUDIES

Measure movement and leakage across the consumer-brand relationship.

COMPETITIVE BRAND BENCHMARKING

Assess your brand relative to competitors.

RESEARCH APPROACHES

The right approach depends on the question

BRAND TRACKING SURVEYS

Periodic quantitative surveys using consistent KPIs to measure changes in brand performance over time.

USAGE AND ATTITUDE SURVEYS

Quantify consumer usage, purchasing behaviour, needs, attitudes and relationships with brands.

CONSUMER/SHOPPER SEGMENTATION

Group consumers according to needs, attitudes, behaviours, demographics or psychographics to identify priority segments.

BRAND FUNNEL ANALYSIS

Quantify conversion and leakage between stages of the consumer-brand relationship.

PERCEPTUAL MAPPING

Visually position competing brands according to consumer perceptions of important attributes.

DIGITAL/SOCIAL LISTENING

Analyse online conversations, reviews and sentiment around brands and competitors.

QUESTIONS THIS HELPS YOU ANSWER

What do you need to know about your brand?

  • How well known is our brand?
  • How do consumers perceive us?
  • What makes our brand relevant, trusted or differentiated?
  • How do we compare with competing brands?
  • Who is using our brand and how is usage changing?
  • Are consumers staying with us or switching?
  • How are consumers responding to our advertising and communication?
  • How is our brand position changing over time?

EVIDENCE FOR BETTER DECISIONS

Know where your brand stands and understand how it is changing.

Brand Health Tracking gives organisations a structured view of brand performance across consumers, competitors and time helping turn brand measurement into clearer market understanding.

What do you need to know about your brand?

Whether you need to track brand performance, explore your brand usage and usage, ClerkMaster can help you identify the evidence needed to answer the question.

 

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