Let's talk branding
Brand health and tracking with Jenni Romaniuk
Sep 13, 2023
Brand strategy expert Jenni Romaniuk discusses the importance of brand health and brand tracking using survey tools, highlighting the different metrics and common pitfalls. She emphasizes the significance of starting early with brand tracking and offers alternative metrics for measuring brand health. The conversation also touches on the potential challenges of relying on self-reported data and the upcoming projects and research at the Earnberg Bass Institute.
48:08
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Quick takeaways
- Brand health tracking helps brands understand consumer perceptions and identify areas of improvement.
- Metrics like mental market share and share of mind provide valuable insights for tracking brand health.
Deep dives
The Importance of Brand Health Tracking
Brand health tracking provides valuable insights into consumer perceptions and the competitive landscape. It allows brands to understand their performance in the buyer's mind and identify areas of improvement.
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