Brand Health Tracking

Doctors recommend regular checkups, even when we’re feeling healthy, to keep sickness at bay. It’s the same for brands.

Even if your brand is moving off the shelves faster than you can re-stock, it is important to track your brand. This will give you first-hand information on the health of your brand and help you prepare for changes in consumers’ perception of your brand. The ‘stethoscope’ will check the following about your brand’s health:

Brand image

How consumers and non-consumers see your brand, the positive and negative things that they associate it with, the position it occupies in their minds relative to competition and whether it connects with the values that they seek from this type of a product

Brand strength

Here, we profile the brand by checking its awareness and usage levels. We also check how loyal consumer’s are to the brand and what amount of price premium they attach to it.

A brand with high scores on the combination of these ‘checks’ is likely to be ‘healthy’ and the beauty of these ‘check ups’ is that they can be done every so often to track and also raise any issues that may need immediate intervention.

As they say, ‘prevention is better than cure’.