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

Author

Listed:
  • Schillewaert, Niels

    (Managing Partner, InSites Consulting, Belgium)

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.

Suggested Citation

  • Schillewaert, Niels, 2021. "Fixing the brand radar: Brand trackers should be used for management not market research," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 6(4), pages 316-323, March.
    • Handle: RePEc:aza:ama000:y:2021:v:6:i:4:p:316-323
    as

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    More about this item

    Keywords

    brand tracking; branding research; consumer insights; advertising testing; voice of the customer; brand strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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