Brand Health Tracking

The Problem

Most Brand Health tracking is based on the traditional funnel and lacks purchase context

We’ve reimagined Brand Health Tracking to take into consideration the latest in marketing science thinking. 

Traditional Brand Health Trackers generally focus on the traditional funnel, asking respondents to tick the box on which brands they are aware of, or consider. They keep the respondent’s purchase context within that of an online survey e.g. “Which of these brands have you bought in the last 3 months?”. As a result, most brand health tracking doesn’t accurately portray real life and limits brand insight

Our Brand Health Tracking solution takes into account your Category Entry Points and buyer or consumption context, to provide a truer picture of brand health

Our Brand Health Tracking solution includes the following core elements

Mental Availability

  • Category Entry Points
  • Brand & Competitors CEP Funnels

Differentiation

  • Brand Imagery
  • Brand Attitude
  • Barriers To Purchase

Physical Availability

  • Barriers To Purchase
  • Physical Availability Perception Scores

Consumer Profiling

  • Brand Buyer Profiling
  • Category Light Buyer Profiling Indexes
  • Non Brand Buyer Profiling

Custom Brand Funnel

  • Brand Health Synopsis
  • (Custom to Brand & Customer)

Mental Availability

  • Category Entry Points
  • Brand & Competitors CEP Funnels

Differentiation

  • Brand Imagery
  • Brand Attitude
  • Barriers To Purchase

Physical Availability

  • Barriers To Purchase
  • Physical Availability Perception Scores

Consumer Profiling

  • Brand Buyer Profiling
  • Category Light Buyer Profiling Indexes
  • Non Brand Buyer Profiling

Custom Brand Funnel

  • Brand Health Synopsis
  • (Custom to Brand & Customer)

Brand Research & Tracking Expertise

Together with our sister offering, Distinctive BAT, a specialist in Distinctive Brand Asset research and tracking, we bring extensive expertise in research and tracking across two key areas of mental availability.

Contact Us

We work with brands like Spotify and Mars Foods in developing more insightful and actionable brand tracking, get in touch to see how we can help your brand evolve their brand tracking.

Email: hello@categoryentrypoints.com