Brand Tracking

Repeated survey measurement of a brand's presence in memory — recall, consideration, asset attribution — reported as a time series.

Salience as a measured construct: Romaniuk & Sharp (2004)

What it does

A time series of coming-to-mind, consideration and asset recognition. Catches advertising's lagged effect before it shows up in sales.

When it breaks

Question wording determines the answer; mix prompted and unprompted recall and the series becomes meaningless. Change methodology and the entire history is void.

Case

Ehrenberg-Bass and the LinkedIn B2B Institute measured brands against category entry points rather than generic awareness. Regression across 17 US insurance products found each additional CEP a customer links to a brand lowers defection probability by about 5% — the evidence behind replacing awareness funnels with mental-availability tracking.

Marketing Week — Ehrenberg-Bass on category entry points ↗

Diagram — not yet drawn

A brand's memory links to entry points at two time points, showing tracking as counting links rather than reading a single awareness number.

In the wild

Unvetted · not part of the tier assessment

What has been written about this tool in the last twelve months. Machine-retrieved and unchecked — everything above this line was checked.

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