Checking the Pulse of Brand Trackers
As marketing researchers we often ask questions like: “What brands do you think of when you think of tennis shoes?” After all, according to canonical theories of brand marketing, we need to identify what brands come to mind when thinking about a particular category… don’t we?
Typically a brand tracker includes measures such as unaided brand recall, brand preference, and brand associations, and those measures certainly serve a purpose. But isn’t it appetizing to think that brand trackers could provide much more? Perhaps even results that brand and marketing managers could actually act on?
We thought so. So naturally,...