Welcome to the On Branding Podcast, where branding experts gather to explore pivotal topics in the marketing world. In this episode, speaker Arik Dvornechuck sat down with Jiri Boudal, CEO and founder of Behavio, to discuss the intricacies and benefits of brand tracking. This discussion unravels how brand tracking can be a game-changer for businesses seeking to enhance their market position.

Understanding Brand Tracking

Jiri Boudal explained how Behavio's approach differs from companies like Kantor and Ipsos. At Behavio, the focus is on user-friendly dashboards, which offer a budget-friendly and subconscious approach to brand tracking. A critical point is that 95% of decisions made are subconscious. As opposed to relying solely on direct consumer feedback, brand tracking with Behavio delves into the implicit reactions and subconscious decisions of consumers, offering a clearer picture of brand perception.

The Importance of Tracking a Brand

Brand and performance marketing complement each other yet serve distinct purposes. Performance marketing often exploits existing demand, whereas brand marketing focuses on creating long-term connections with non-active market consumers. Jiri emphasized that brand perception resides in the consumer's memory, not merely in visual identifiers like logos.

Brand tracking is essential for measuring the effectiveness of brand marketing campaigns and their impact on consumer memory. This becomes invaluable for companies as they aim to determine how well their brand is embedded in consumers' minds and to track changes in consumer perception following brand campaigns.

Metrics That Matter in Brand Tracking

Delving into specifics, brand tracking involves three primary metrics:

1. Market Size and Recognition: Knowing the target market size and the percentage of that market that recognizes your brand is fundamental. Brand awareness is often the first step—a critical metric that evolves from aided recognition to brand salience, where consumers think of your brand without prompts.
2. Brand Emotions and Associations: While building a 'love brand' is not strictly necessary, understanding consumer emotions toward your brand—both positive and negative—is crucial. These insights can reveal barriers to purchase, offer clues for product improvements, and help shape marketing strategies. Additionally, brand associations reveal how consumers perceive your brand in terms of attributes like affordability and quality.
3. Competitor Analysis: Branding metrics for competitors offer a benchmark for your brand's strengths and weaknesses. Understanding competitors' positions and consumer satisfaction provides strategic insights for positioning your brand advantageously.

Strategic Applications of Brand Tracking

Many clients pursue brand tracking for various strategic reasons. As Jiri highlighted, it becomes important when companies begin investing heavily in brand awareness campaigns. Assessing whether marketing efforts are effective can guide future strategies and budgeting decisions.

For brands expanding into new markets, such as Live Sport with an extensive international reach, brand tracking tells companies where their brand stands compared to competitors. Even small personal brands leverage brand tracking to enhance sponsor appeal and market profile.

Maximizing Business Value Through Brand Science

The conversation wrapped up with a nod to the value of brand science in driving business outcomes. Jiri's insights on platforms like LinkedIn offer real-world applications of evidence-based marketing, bridging the gap between academic theory and practical implementation.

Connect With Us

For those eager to dive deeper into brand tracking, visit Behavio at behaviolabs.com to explore their innovative approach. Engage with Jiri Boudal on LinkedIn for valuable marketing insights and practical tips designed to boost your brand's business value.

In conclusion, brand tracking is not just about quantifying awareness—it's a comprehensive tool for shaping effective marketing strategies and solidifying your brand's place in the consumer's mind. Whether you're a burgeoning enterprise or an established company, understanding and applying these principles can significantly elevate your brand strategy.

‍