Brand research and tracking · Australia
Brand research that tells you what to do next.
Brand audits, brand tracking and advertising effectiveness research that show how your brand is performing against your competitors, what is holding its growth back, and where to act first. Every study is designed, analysed and presented by a senior researcher.
Brand tracker · Wave 4 · Illustrative
Consideration moved for the first time in three waves.
Unprompted awareness
31% +6 pts
Consideration
61% +3 pts
Preference
38% +1 pt
Your brandNearest competitor
Recommendation. Hold weight in metro, shift the regional message to service, re-read in May.
Trusted by marketing leaders at
The problem
You can see your sales. You can’t see your brand.
Marketing teams spend to grow the brand, then struggle to say what the money changed. Is the problem that people haven’t heard of you, that they don’t consider you, or that they choose someone else at the last step? Without knowing which, budgets get spread thin, creative briefs rest on opinion, and the case to your CEO and board rests on activity rather than evidence.
Are enough of the right people aware of us, and is that growing?
Why do buyers choose a competitor, and what would change their mind?
Did the campaign, rebrand or new positioning actually move anything?
What we measure
The whole path from awareness to choice, against your competitors.
The brand funnel
Unprompted and prompted awareness, consideration and preference for your brand and every competitor, and the conversion rate between each stage, so you can see exactly where people drop away.
What drives choice
We make people trade off the factors that matter in your category instead of rating everything as important, then show whether your brand is credited for the ones that count.
How you’re seen
The associations, affinity and reasons behind them that set your brand apart, or don’t, measured against the category.
Testing creative, packaging or positioning? We build it into the same study.
What you receive
A verdict and a plan, not a data dump.
Every study ends in a written report and a live debrief. It opens with an executive summary that names the one thing holding growth back, gives you a key takeout on every chart, and closes with numbered priorities for the next twelve months. It is written to be forwarded to your CEO or board as it stands.
Executive summary
You win once you’re on the shortlist. Getting on it is the problem.
Situation
The category is growing, but buyers shortlist only two or three brands.
Your brand sits fourth on unprompted awareness.
Opportunity
Once on the shortlist, your brand converts better than any competitor.
Buyers credit you for the factor that matters most.
Priorities
1. Buy visibility, not persuasion.
2. Lead creative with your strongest proof.
3. Be findable where buyers now search.
Key takeout. Growth is limited by how many buyers think of you, not by how they rate you once they do. Shift weight from persuasion to reach.
Example report view · brand names and figures illustrative
Brand funnel against competitors
Your brand turns more of the people who know it into considerers than anyone else.
Unprompted
Prompted
Consider
Prefer
Prompted to consider
Your brand
59%
Competitor A
51%
Competitor B
45%
Competitor C
36%
Competitor D
35%
Key takeout. Your brand converts 59% of those who know it into considerers, the highest in the set, but fewer than half as many buyers name it unprompted as name Competitor A.
Example report view · brand names and figures illustrative
What drives choice
Buyers credit you for reliability. They don’t yet credit you for value or ease.
Share of choice importance (trade-off method)
Brand map: importance against association with your brand
Key takeout. Two of the three factors that matter most sit in the priority gap. Proof of value and ease should lead the next creative brief.
Example report view · brand names and figures illustrative
Recommendations
Four priorities for the next twelve months.
- 1MediaShift weight from persuasion to reachAwareness, not appeal, is the constraint. Hold message, widen reach in the two regions where unprompted awareness trails.
- 2CreativeLead with proof of value and easeBoth sit in the priority gap. Brief the next campaign to prove them, not to restate reliability.
- 3SearchBe findable at the shortlist momentBuyers who search before shortlisting are your best converters. Match paid and organic to their questions.
- 4MeasurementRe-read in twelve monthsWave two tests whether the reach shift moved unprompted awareness, against the same competitor set.
Key takeout. Every priority traces back to a finding in this report, and wave two will show whether each one worked.
Example report view · brand names and figures illustrative
Example report views. Brand names and figures are illustrative. Client results are never published.
Solutions
Four ways we help.
Brand Audits
A one-off read of where your brand stands today, what is holding it back and which gaps to close first. The natural starting point, and the baseline for tracking.
Brand Tracking
Turn your baseline into an annual or twice-yearly program that measures your brand against competitors wave on wave, and tests whether last year’s decisions worked.
Advertising Effectiveness
Pre and post campaign measurement and creative testing, so you know what the spend changed, not just what it reached.
Pack and Message Testing
Pack designs, messages and claims tested with real buyers before launch, so you know which option to back and what to fix first.
Why Brand Health
The depth of a custom study, with a senior researcher on every page.
Built around your decision
Each study is designed for what you need to decide this year, on a consistent core you can trend over time.
Measured against the competitors you face
Every result is benchmarked against a named competitor set, stage by stage.
What really drives choice
Trade-off methods show what matters to buyers, not what they say matters.
The constraint, named
We tell you which stage of the funnel is holding growth back, and build the recommendations around it.
Senior from brief to debrief
The researcher who designs your study analyses it, writes the report and presents it.
Honest about the data
Significance tested, small samples flagged and limits stated, so findings stand up in the boardroom.
Client reviews
Don’t just take our word for it.
See what our clients are saying about their experience working with Brand Health.
“Our expectations were exceeded when working with Brand Health on our first ever brand tracker. They deep dived into our brand challenges and opportunities and worked collaboratively with us to co-create the survey, ensuring everything we wanted to understand plus much more was included.”
Ellie TaylorMarketing Manager, Dermal Therapy“We worked with Brand Health for our first brand benchmarking study in a few years. We wanted to work with an agile company and we were very impressed with their years of experience in all things research.”
Diana TerronesDirector of Marketing, Australian College of Applied Professions“Highly recommend Brand Health as a brand research partner. We did a quantitative project with Tom and had an excellent experience start to finish. Great communication, guiding us through the process, and the results report provided exactly what we were after.”
Lara VandersluisHead of Marketing, Logicalis Australia
Review 1 of 7
Experience
Brand research across categories.
Each study is built for how buyers choose in that category.
- Higher and international education
- Insurance and financial services
- Health and pharmacy
- Aged care
- Retail and direct-to-consumer
- Property and B2B services
- Government and member organisations
How it works
How we work.
- 01
Brief
A free consultation about the decisions you need to make and what you already know.
- 02
Design
Questionnaire, sample and competitor set, built around your category and your decision.
- 03
Field
An accredited online panel of your real buyers, with your own customer lists added where they help.
- 04
Report
A written report with an executive summary, a key takeout on every chart and numbered priorities.
- 05
Debrief
Presented live to you and your stakeholders by the researcher who designed the study.
The ultimate guide
The Ultimate Guide to Brand Tracking
Download our Ultimate Guide to Brand Tracking and discover everything you need to know about brand research.
Make smarter brand decisions
Find out what’s holding your brand back.
Book a free consultation with a senior researcher. We’ll talk through the decisions you need to make this year and how research could inform them.