How healthy is your brand-health tracker? A five-point checklist to build returns on a critical research investment
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2013
Authors
Romaniuk, J.
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Journal article
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Journal of Advertising Research, 2013; 53(1):11-13
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Abstract
With research budgets under ever-increasing scrutiny, the spotlight is on brand-health trackers. These projects are a considerable investment for most firms, but some are questioning the value this research provides. In truth, many brand-health trackers have become fat, bloated, and generally unhealthy. With long histories, trackers are prone to become a toxic mix of legacy metrics that no one has the courage to remove; fad metrics, added to give the illusion of currency, only add to the inefficiency. The disillusionment of marketing/ insights managers with brand-health tracking is not surprising, and I have had discussions with some who want to stop tracking altogether. Brand-health tracking is, however, the only mechanism available to understand how a brand competes in consumer memory. This knowledge is vital to explaining or predicting changes in behavior. Current practice can be improved quite dramatically if the legacy factors and wooly thinking that currently inform brand-health measurement are let go. To this end, a brief review of the architecture of the brand-health tracker quickly highlights some common mistakes and areas for improvement.
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Copyright 2013 World Advertising Research Center