Brand tracking that tests whether your decisions are working.
Brand tracking repeats a consistent set of brand measures against your competitors every six or twelve months. Each wave shows what has moved and why, checks the priorities set in the wave before, and gives you a new list for the year ahead.
Your brand over four waves
Awareness has grown for two waves running. The reach shift is working.
Unprompted awareness
Consideration
Preference
Wave 4 against wave 3
Unprompted awareness +3 pts, significant
Consideration +3 pts, significant
Preference+3 pts, directional
Key takeout. All three funnel measures are at their highest level since tracking began. Two of the three changes are statistically significant; preference is moving in the right direction but not yet proven.
Example report view · brand names and figures illustrative
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What it answers
The questions it answers.
Is our brand growing faster than our competitors?
Did the campaign, rebrand or positioning change actually move anything?
Which priorities from last year are paying off, and which are not?
What is the constraint on growth now?
What we measure
What we measure.
A consistent core you can trend
The competitive funnel, drivers of choice, brand associations and affinity, asked the same way every wave so the trend is real.
Change you can rely on
Every change is significance tested and small samples are flagged, so you react to movement, not noise.
A module for this year’s decision
Each wave adds what you need to decide now: packaging, creative, a positioning territory or a new market.
Across states or countries
Run the same tracker across regions or international markets and compare them side by side.
Annual or twice-yearly waves. Single market, or multi-market across states and countries.
What you receive
A verdict and a plan, not a data dump.
A written report and a live debrief: an executive summary that names what is holding growth back, a key takeout on every chart, and numbered priorities for the next twelve months.
Your brand over four waves
Awareness has grown for two waves running. The reach shift is working.
Unprompted awareness
Consideration
Preference
Wave 4 against wave 3
Unprompted awareness +3 pts, significant
Consideration +3 pts, significant
Preference+3 pts, directional
Key takeout. All three funnel measures are at their highest level since tracking began. Two of the three changes are statistically significant; preference is moving in the right direction but not yet proven.
Example report view · brand names and figures illustrative
Last year’s decisions, checked
Two of last year’s four priorities have paid off. One needs a new approach.
Last year’s priority
Measure
Change
Verdict
Shift weight from persuasion to reach
Unprompted awareness
+3 pts
Lead creative with proof of value
Association with good value
+6 pts
Be findable at the shortlist moment
Searched before shortlisting
No change
Make the brand easier to deal with
Association with easy to deal with
-2 pts
Key takeout. Every wave tests the priorities set in the wave before. The reach and value calls are working; ease of dealing with the brand has slipped and moves to the top of this year’s list.
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
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.
When it fits
When it makes sense.
After a brand audit
Turn the baseline into a program and measure progress against it.
Around major investment
Read the brand before and after a campaign, rebrand or launch.
When you report to a board
Give leadership a trended, competitive view of the brand once or twice a year.
In a moving category
See competitor gains early enough to respond.
Ways to run it
Annual tracking
One wave a year, the right rhythm for most brands and budgets.
Twice-yearly tracking
Two waves a year, for brands with heavier or seasonal investment.
Multi-market tracking
The same tracker across states or countries, compared side by side.
Different from an always-on dashboard.
Dashboards report a fixed set of metrics continuously. A Brand Health tracker is designed around your decisions, adds a module for what you are deciding this year, and ends every wave with a senior researcher telling you what it means and what to do.
“Loved working with Brand Health! Tom was able to translate our research brief with great precision and design the right survey. Brand Health were very responsive and we certainly were able to gain the insights we set out for and answer the questions we had of our market. Highly recommend.”
Mark ButlerMarketing Director, Waterman WorkspacesHow 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.
Questions
Common questions.
How often should we track?
Most brands track once a year; brands with heavier or seasonal investment often track twice. Brand measures move slowly, so more frequent waves usually add cost without adding decisions.
Can we change the questions each wave?
The core stays the same so the trend is reliable. Each wave also carries a module you choose for that year, such as creative, packaging or positioning.
Can we start tracking without an audit?
Yes. Your first wave becomes the baseline. Many clients start with an audit because it doubles as wave one.
What does brand tracking cost?
It depends on four things: how many people you survey, how hard they are to reach, how many waves you run and how much you want to know. The pricing page explains each one, and if you tell us roughly where your budget sits we’ll come back with a scope and a price.
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.