Abstract:

Brand health tracking (BHT) is currently under pressure in (some) companies. The current Covid-19 crisis has worsened this situation. Some companies are spending less, or hardly any at all, on marketing activities and are slowing down on their measurement as well. Since our sales are under pressure we are hardly communicating, so why should we measure brand health? The fact that more data becomes available, both structured and unstructured, has had an impact in cutting back on brand health measurement as well. In this article, we will explain why we think BHT will be important
in the future. Based upon our broad experience within several companies as well as in depth desk research, we will paint the framework and conditions for a sound BHT system. We will also discuss some misunderstandings around BHT, which we have seen in practice. This is related to scope of measurement and how it should be used within companies. We will then also indicate the consequences for the company insights managers.