It’s important for brands to create long lasting relationships with their customers in order to stay relevant in a world that is full of new and exciting products and services. With so much competition, it’s simply not enough to be ‘known’ by your target audience, which is where brand affinity comes into play.

Brand tracking goes much further than simply measuring the awareness of your brand. Yes, this is an important factor in brand tracking but there are different measurements that you need to consider to gain a full picture of how well your brand is performing in the marketplace.

Brand tracking will highlight which of your product lines, advertising messages or initiatives work well and can have a positive impact - but crucially also identify those that don’t or could potentially be damaging, so that those can be targeted and improved to yield better results.