Brand tracking and analysis

Get a high-definition picture of what consumers really think of your brand and where it sits in the market. GWI brand tracking and measurement delivers actionable insights to guide your decision-making and optimize your strategy for success.

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See how your brand measures up

Lacking reliable data on how your brand’s perceived? Brand tracking and analysis gives you the insights you need to understand how your brand stacks up against competitors and whether you’re hitting the mark with your target audience. In a fluid, highly competitive market, it’s your secret weapon for unlocking the facts and strategic insights you need to make evidence-based decisions.

Our approach to brand tracking

Brand tracking empowers you to manage your brand more effectively. Here’s how our approach arms you with vital information, insights, and strategic recommendations.

We measure your brand presence

From unprompted recall to prompted recall, from brand salience to logo recognition, you’ll understand how effective your marketing has been to date, and how well your brand holds up against the competition.

We track your KPIs and funnel metrics

We’ll help you map out the right KPIs and visualize them in a brand funnel. This will give you a clear overview of performance, flag risks, highlight opportunities, and help you decide where to focus your investment.

We go deep into the details

Every interaction someone has with your brand will shape their perception of it - and we can measure this against key dimensions like identity, personality, and behaviors. Our machine-learning team will dive into all the data we uncover.

We help you track your ROI

Understanding how audiences have experienced your brand gives you a clear overview of your brand's reach and the impact of exposure against perception, information you can use to track performance and optimize ROI.

Why track your brand with GWI?

Many organizations offer some sort of brand tracking and measurement service, so why choose GWI? Glad you asked.

Our detailed brand effectiveness data - delivered quickly, efficiently, and in a familiar format - means you can answer highly-specific brand questions.

With GWI, you can pair your brand tracker with qualitative, social listening insights to paint a more cohesive picture.

Our recontact methodology is your secret weapon, explore who isn't converting through the funnel, inform your creative strategy and collab with your agency partners.

Leaders need campaign measurement insights to check they’re investing in the right places. Our post-campaign brand tracking shows what worked - and what didn’t.

To help you find the story in the data, make the right decisions, and improve brand performance, we'll create bespoke reports, whitepapers, and one-pagers for you and your teams.

After four years working together, we’re still GWI’s biggest advocates.

ONE Championship

ONE Championship - the world's largest martial arts organization - teamed up with GWI to help win over fight fans. Combining custom brand tracking with on-demand data, ONE increased US viewers by 46% in just 6 months.

Get the full story See all case studies

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Got questions? We’ve got answers.

What is brand tracking?

Brand tracking and brand measurement involve systematically monitoring and assessing a brand's performance over a certain period, or in a single moment in time. This helps businesses understand how their brand is perceived, its effectiveness in the market, and what could be improved.

Why is brand health tracking important?

It helps identify potential issues and guides strategic decision-making. Getting the facts on consumer perception, brand loyalty, and more, means you can make evidence-based decisions to enhance your brand equity and market positioning.

What is your brand tracking process?

Our powerful 3 step process reveals exactly how consumers perceive your brand and how you stack up against your competitors.

Scope
We work with you to design a custom research program that explores every element of your brand performance, alongside your competitors.
Analysis 
Our experts will advise you on the ideal analytics to support your strategic brand decisions, from identifying the critical metrics that drive performance, to identifying who is falling out of your brand funnel and how to re-engage them.
Reporting
Our reporting is designed to meet your needs, from C-level brand insight reports that combine deep analysis and clear recommendations, to dashboards offering immediate access to key performance indicators.

How can I understand awareness and consideration of my brand, especially compared to my competitors?

Our brand tracking studies look into brand funnel metrics, which give you a clear view of awareness and consideration. And in order to compare your brand to your competitors, every brand tracker we develop measures various other players against the same metrics to create a benchmark and provide an industry-wide view.

How can I find out what my brand’s strengths and weaknesses are?

We can invite survey respondents to describe your brand, and other brands in your category, or give them a list of attributes to associate with them. That’ll give you a sense of what positive (or negative) sentiments are associated with each.

How can I best engage with my target consumer?

Our brand tracking studies connect to our Core data sets, which means you can analyze your findings against 57K existing profiling points. Ultimately, that helps us identify those who are falling out of the funnel - for example, if a brand has high awareness but low conversion, we can create an audience of those who are aware of that brand, but not considering it, then profile them against Core respondents. That data is a goldmine for steering marketing strategies - making it infinitely easier to connect with your target consumer.

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Brand tracking and analysis

See how your brand measures up