Building Strong Brands by David A. Aaker

Author:David A. Aaker
Language: eng
Format: epub, pdf
Publisher: Free Press

TRACKING

The final step shown in Figure 6–1 is tracking. It is highly desirable to invest in monitoring the brand position (and perhaps other elements of the brand identity over time).

Tracking can be based on quantitative surveys, where structured questions and scales allow an assessment of how customer perceptions have been affected by the brand positioning effort. Tracking can also be based on qualitative research, which systematically elicits customer perceptions through regular focus groups or in-depth interviews. A key to qualitative research is to be exposed to a cross-section of the target audience and to know what to ask. The value of a rich, textured identity is that it leads to dialogues with customers that get beyond functional benefits to a deeper understanding of relationships.

Chapter 10 will address the broader subject of tracking brand equity and measuring it not only over time but over product classes and brands. It will also explore the identity portion of brand equity and what questions can be tapped to measure it.

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