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Practice paper

Fixing the brand radar: Brand trackers should be used for management not market research

Niels Schillewaert
Applied Marketing Analytics: The Peer-Reviewed Journal, 6 (4), 316-323 (2021)
https://doi.org/10.69554/QJFT6689

Abstract

Brand trackers have lost their credibility — they lack relevance, do not provide actionable insights, and can be problematic in terms of governance. The reason for this is simple: they are being used to the wrong ends. Brand trackers are tools for management, not for conducting research studies. They should function as a radar to detect competitive action in the marketplace so that executives can identify and solve issues before they become a problem. This paper proposes five measures to address this issue: (1) aligning the tracker with brand strategy; (2) measuring the content of topical creatives and events; (3) assessing the composition, effectiveness and efficiency of marketing mix touch points; (4) making the tracker adaptive and modular; and (5) mashing it up with the voice of the customer.

Keywords: brand tracking; branding research; consumer insights; advertising testing; voice of the customer; brand strategy

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Author's Biography

Niels Schillewaert is co-founder and Managing Partner at InSites Consulting and adjunct professor of marketing at the Vlerick Business School. He obtained a PhD from Ghent University and was an award-winning ISBM Research Fellow at Penn State University. His research has been published in journals such as Journal of Marketing, International Journal of Research in Marketing, Journal of Services Research, Journal of the Academy of Marketing Science, Journal of Business Research and Survey Research Methods. He is the former President of ESOMAR — the association of the global market research and insights community.

Citation

Schillewaert, Niels (2021, March 1). Fixing the brand radar: Brand trackers should be used for management not market research. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 6, Issue 4. https://doi.org/10.69554/QJFT6689.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 6 / Issue 4
© Henry Stewart
Publications LLP

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