Brand Health Tracking / Post Ad Test

• Monitor brand performance overtime.
• Determine impact of marketing activities on brand health performance.
• Find out most effective marketing activity and channel.

Advantages

• Modular approach, measures relevant information.
• 360 view of brand,  communication and media.
• Issue based approach.

Applications

• For categories and brands with heavy to medium marketing support.

Process

• Primary research (Post Ad Test or Brand Health Tracking ; dip or continuous).

Output

• Brand health performance.
• Brand equity performance.
• Drivers of brand equity and category/brand purchase.
• Ad performance > look into copy quality, spending, media channel and interaction of each.
• Effectiveness and efficiency levels of the marketing support.