Brand Monitoring & Tracking

Oliver Vogler ()
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Oliver Vogler: ISM International School of Management GmbH

Chapter 10 in Brand Management, 2026, pp 187-203 from Springer

Abstract: Abstract Part Three of the book examines brand evaluation Brand evaluation. Referring back to the brand strategy (Part One), the ultimate goal is to successfully position the brand in a competitive environment to generate customer preference for branded products or services. When beginning to qualitatively monitor or quantitatively track brand performance, the main focus is understanding relative strength against competitors. A first step in regularly monitoring the brand is listening to customer feedback, particularly in the context of social media conversations.

Date: 2026
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DOI: 10.1007/978-3-658-50245-4_10

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