Consumer preferences are in constant flux, markets change rapidly, and brand reputation can rise and fall at a moment’s notice. At a time when change only seems to be happening faster, building a strong, recognisable brand is critical. Strong brands capture attention. They build loyalty, trust and credibility – they are persuasive. The power of persuasion allows strong brands to sell more, charge more and command greater loyalty than competitors with weaker brands.

Whether you’re asking people to buy a product or service, take advice, follow a rule or click 'like’, a persuasive brand is more likely to drive consumer behaviour and increase loyalty. Maintaining this persuasive power, however, requires continuous investment. So, how can brands demonstrate the tangible value of brand power? A brand tracking approach that doesn’t just monitor results, it drives them.  

The end of overly complicated metrics

Tracking the performance of a brand is a necessity. It's a crucial strategic tool. Yet, all too often, brand tracking approaches are intricate, bewildering processes characterised by endless metrics and lengthy questionnaires. Although detailed, they frequently fail to provide actionable insights to enhance market position because the data is too complex. As a result, brand tracking and measurement programmes fail to influence the very people who need them the most.

New advances in data collection and analysis, combined with a deeper understanding of marketing science, have initiated the next generation of brand tracking and measurement. Enabling a simpler, more strategic approach to measuring a brand’s persuasive power. Now, we can gather and analyse data quickly and cost-effectively, with greater efficiency and accuracy.

Using AI and predictive analytics, brands can anticipate market trends and consumer behaviour better than ever before, fostering a more agile and responsive approach to brand management. Data is available daily – it's a significant shift from having to wait months for the latest data set, meaning that brands can create the marketing advantage they deserve.

Merging data with human insight

A brand exists entirely in people's minds. It’s the mental bridge between a product or service and the most complex thing in the universe – the human brain. It’s shaped by perceptions, experiences and emotions.  

Building a brand is fundamentally about creating and reinforcing positive memories within the minds of your audience. To become embedded, brand associations, such as connections, feelings, and responses, need to be repeatedly reinforced over time. It can take more than two years for brand associations to solidify in people’s memories – it’s neuroscience. This means we shouldn’t just measure immediate reactions, but long-term resonance. In other words, how long it lives in customer minds.  

To know people better, we need to understand what’s influencing their perceptions and purchase decisions. The subtle cues guiding consumer behaviour. Are our distinctive assets driving brand performance? Has the new product launch shifted the expectations of the brand? Breakthroughs in consumer psychology have further advanced the practice of measuring brand performance. We now know how brands work and how brands can influence purchase behaviour, both in the short and long term.   ‍

The value of context

It’s common for brand tracking approaches to occur in a vacuum, without considering the broader market and cultural context. This isolation, however, limits the depth of understanding about performance and the factors influencing it. Effective brand measurement recognises the importance of context. It accounts for the heavy influence of cultural and socio-economic factors, such as the nuances of local and global markets, on brand perception and behaviour. Accounting for context ensures that strategies are not only effective but culturally relevant. As markets have become increasingly globalised, understanding the impacts of cultural nuances and regional differences is essential.  

Examining factors like local consumer behaviour, economic conditions and cultural trends provides a comprehensive view that helps brands tailor their strategies more precisely. For instance, understanding how the perceived value of a product like coffee varies by location or how price sensitivity changes over time based on economic conditions. In essence, context provides crucial insights that drive more effective brand strategies.

The next generation of brand measurement is even more intertwined with technological advancements and cultural understanding. As brands continue to navigate the complexities of their respective markets, the ability to adapt and respond to consumer needs with speed and precision is essential. Context can help you see what others don’t, giving you a different perspective on the market and providing the ability to respond in a more relevant way.

As consumers ask more of your brand, you need to ask more of your brand tracking programmes. TRA can help.

To know your brand, start by knowing people.  

At TRA, we define our approach to brand tracking through the art of knowing people. It’s a philosophy encapsulating our commitment to going beyond the obvious. We view consumer behaviour through diverse lenses, leading brands to deeper, actionable insights. 

Our distinctive approach to brand tracking goes beyond traditional methods, blending the advancements in technology with perspectives from human science. By uncovering the uncommon truths, TRA not only reveals what is currently influencing brand success but also what will drive future growth. 

Learn more here.

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