Exhibit 13.5 Image tracking for a detergent brand — 4-weekly moving average.
A typical tracking study covers the following
aspects of brands and their advertising:
- Brand awareness
- Purchase behaviour
- Brand image
- Advertising awareness
- Advertising diagnostics
The sequence in which these topics are covered minimizes
order effects and biases. Unaided brand awareness is measured first,
followed by questions related to purchase behaviour and brand image before
exposing respondents to any advertising content. This approach ensures that
preceding questions do not create unintended awareness of brands or
advertising that would bias the answers to questions on awareness.
Brand and advertising awareness measure the extent to which
advertising registers in people’s minds. Purchase behaviour is measured in
terms of trial, consideration, and current usage.
As depicted in Exhibit 13.5,
tracking studies typically plot
image attribute ratings against campaigns to highlight the impact of
individual campaigns on respondents’ perceptions. In the example, it can be
clearly seen that Campaign 2 has a marked impact on the image of the
detergent brand, particularly on the attribute removes stains.
Further details about how awareness is measured can be found
in the section Branded Memorability. The tracking and analysis of brand
image are discussed in detail in Volume I, Chapter
Brand Sensing.
