BRAND TRACKING
Brand tracking = mental availability tracking
Mental availability is key to brand growth. The problem is, most brand trackers omit this crucial element altogether, or confuse mental availability with brand awareness.
Not at Trinity McQueen. Our focus on mental availability as a key measure of brand health reflects the latest evidence on how brands shape consumer behaviour, and how the brain and the memory work alongside buyer behaviour.
OUR THREE PILLARS OF EFFECTIVE BRAND TRACKING
Penetration is the most effective route to brand growth. It relies on getting more people to associate your brand with more usage contexts and needs, a.k.a. Category Entry Points (CEPs).
Brand trackers classically measure brand image associations. While these are important, it misses the other crucial half of the equation in brand health, which is measuring CEP associations. These are the foundations of understanding your brand’s true mental market share.
To understand brand equity fully, it’s important to go beyond funnel measures and recognise how the brand makes people feel, and if it’s on the up. A brand that comes to mind easily, while also feeling like a good choice, is sure to grow.
SAY-DO GAP EXPERTS
People have an array of opinions towards brands, but for the most part, brands play only a small role in their lives. Attitudinal measures of brand equity are far less important in driving brand choice than whether a brand comes to mind in a buying situation in the first place.
Our behavioural-led approach to brand tracking reflects how brands are actually chosen in the real world.
Genuine research partnership
Mental availability focus
Behavioural-led approach
Custom metrics
Category Entry Point thinking
Brand momentum and sentiment
Four steps to better brand health tracking
Generate a list of CEPs and purchase triggers relevant to your category.
Rank each CEP according to its prevalence to identify high-impact areas.
Build associations where it matters by weaving CEPs into your advertising and marketing comms.
Track progress in growing mental availability – a better predictor of actual market share.
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