Fixing the brand radar: Brand trackers should be used for management not market research

Niels Schillewaert
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Niels Schillewaert: Managing Partner, InSites Consulting, Belgium

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 6, issue 4, 316-323

Abstract: Brand trackers have lost their credibility — they lack relevance, do not provide actionable insights, and can be problematic in terms of governance. The reason for this is simple: they are being used to the wrong ends. Brand trackers are tools for management, not for conducting research studies. They should function as a radar to detect competitive action in the marketplace so that executives can identify and solve issues before they become a problem. This paper proposes five measures to address this issue: (1) aligning the tracker with brand strategy; (2) measuring the content of topical creatives and events; (3) assessing the composition, effectiveness and efficiency of marketing mix touch points; (4) making the tracker adaptive and modular; and (5) mashing it up with the voice of the customer.

Keywords: brand tracking; branding research; consumer insights; advertising testing; voice of the customer; brand strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2021:v:6:i:4:p:316-323

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