9.2

Brand Tracking

Repeated survey measurement of a brand's presence in memory, covering recall, consideration and 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%. That is the evidence behind replacing awareness funnels with mental-availability tracking.

Marketing Week · Ehrenberg-Bass on category entry points ↗
Year one Entry points Year two Brand Three links Brand Five links Awareness number, unchanged Each link cuts defection
Brand Tracking · 9.2

In the wild

Unchecked · not part of the tier

What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.

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