Research · Brands
Brand Tracking Research
Continuous brand measurement that tracks awareness, perception, and preference, benchmarks you against the competitors you actually face, isolates what drives brand choice, and surfaces the perception gaps that shape reputation, so investment goes where it builds real equity and standing.
What it does
Track brand health, benchmark competitors, and shape reputation.
Track brand health continuously
We measure awareness, consideration, and preference on a continuous wave, so you see how perception shifts long before it shows up in sales.
Benchmark against named rivals
We score your brand against the specific competitors you compete with, not a market average, so positioning gaps and advantages are concrete.
Rank what drives brand choice
Driver analysis isolates the attributes that actually move preference, so you invest in the equity that changes buying decisions.
Close the perception gap
We measure how you are seen against the position you want to own and pressure-test the messaging that closes it, so reputation moves on purpose, not by accident.
How it works
A clear path from start to result
Define the frame
Agree the brand metrics, attributes, and competitor set that matter, so tracking measures what actually drives your category.
Field continuously
Collect perception data wave over wave across your markets and audiences, validated for representativeness and quality.
Analyze drivers
Model which attributes move awareness, consideration, and preference, separating noise from real brand equity.
Benchmark and track shifts
Compare against named competitors and read movement wave over wave, surfacing whitespace, vulnerabilities, and the strengths worth defending before it shows up in sales.
Act and re-measure
Translate findings into positioning and investment decisions, then track their impact in the next wave.
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Run it continuously, on web and mobile
- Continuous brand tracking across awareness, perception, and preference
- Competitive benchmarking against named brands
- Reputation and sentiment monitoring across reviews and open text
- Attribute-level driver analysis across segments and markets
- Executive dashboards showing trends, shifts, and gaps
What you get
Deliverables you can act on
Brand health snapshot
The tracker dashboard: the headline brand KPIs that frame perception, from awareness to first-choice preference.
Brand equity drivers
The attributes that move brand choice, ranked by influence, so investment targets what actually shifts preference.
Competitive benchmark
Your brand strength scored against the named rivals you face, so standing in the category is concrete.
Preference share
How first-choice preference splits across you and your rivals, showing where the category leans.
Methodology
A tracker that just reports scores changes nothing
Most brand trackers tell you awareness moved a point and stop there. We rank the attributes that drive choice, track how you stack up against the rival brands in your survey, and re-run wave over wave so you see perception shift.
Standard brand tracking
- Reports awareness and favorability in isolation
- Benchmarks against a generic category average
- Stops at a dashboard of scores
- Fielded once or twice a year, already stale
Intellimark Brand Performance
- Ranks the brand attributes most linked to your equity or preference outcome
- Tracks how you stack up against rival brands in your survey and industry benchmarks
- Surfaces your weakest-scoring attributes and where each KPI sits vs benchmarks
- Re-runs on a recurring cadence so you see shifts wave over wave
Verified against established practice and research: Brand health: surface vs. driver metrics (User Intuition) · Key driver analysis guide (aytm) · Real-time brand tracking vs. survey waves (Pulsar)
Market reality
Why this matters now
Common
questions
What is Brand Performance research? +
Continuous measurement of brand awareness, perception, preference, and competitive standing, with driver analysis that explains what moves brand choice.
How is it different from a one-off brand survey? +
It runs as a continuous tracker, so you see shifts wave over wave and can tie them to events, rather than reading a single snapshot in time.
Does it cover reputation and competitive standing? +
Yes. The same tracker benchmarks you against named competitors and measures perception gaps against the position you want to own, so brand health, competitive standing, and reputation read off one program.
Who uses it? +
Brand, marketing, communications, insights, and strategy teams who need to defend positioning, benchmark competitors, and direct brand and reputation investment.
What do you get? +
A live brand health dashboard, competitive benchmarks, a driver model of what moves preference and trust, and clear positioning and reputation recommendations.