Definition
Structured processes for identifying, assessing, developing, tracking and supporting brand commitments.
In detail
Brand Analysis/Tracking is a structured process for identifying, evaluating, developing, tracking, and supporting brand promises. Within the brand management system, it addresses the question of whether brand positioning is clear and recognized by the market, guiding brand strategy adjustments through continuous monitoring of brand health. Unlike market research, brand analysis focuses more on brand equity and consumer perception rather than general market trends. Outputs typically include brand health reports, brand tracking metrics (e.g., awareness, reputation), brand positioning recommendations, and improvement measures.
Example in practice
A consumer goods company noticed a decline in market share but was unsure whether it was a product issue or brand aging. The marketing department initiated brand analysis and tracking: through consumer surveys and social media monitoring, they assessed brand awareness, image, and loyalty. Results showed low brand recognition among younger demographics and a traditional image. Based on this, the company adjusted its brand communication strategy, launched a younger sub-brand, and continuously tracked new metrics. Six months later, brand awareness among younger groups significantly improved, and market share stabilized and recovered.