Continuously measure the overall health of your brand versus your competitors

The place your brand holds in the hearts and minds of consumers has a decisive impact on market share. Even seemingly neutral changes in technology, the economy and product distribution channels can cause significant shifts in the relative standing of your brand and of competing brands. Monitoring the health of your brand over time is an indispensable means for deriving tactical and strategic advantages within the market.

comScore Brand Monitor continuously measures the overall health of your brand, allowing you to connect the dots between key drivers of your brand’s strength and equity, and business performance. Brand Monitor, unlike traditional trackers, provides a powerful blend of consumer brand choice, multi-dimensional insights, comparative intelligence, and a unique trigger system which identifies true change from random market noise. Together they provide brands the ability to relate monitoring results to in-market performance.

Highlights

• Relate Tracking Results Directly to In-Market Performance.. Share of Choice – comScore’s behavioral measure of brand strength and equity that is central to this offering – reflects actual consumer preference for a brand among its relevant competitive set. Lifts in Share of Choice have been proven to strongly correlate with in-market sales lifts.
• Understand Drivers of Your Brand’s Position. Extensive diagnostic assessment covers the entire brand funnel – awareness, distinctiveness, relevance, consideration, trial, advocacy – which enables pinpoint precision in identifying changes in the place your brand owns in the market. Embedded segmentation enhances perspective into important target group perceptions and experiences.
• Focus on Meaningful Change. A unique triggering system identifies when meaningful changes in Key Performance Indicators occur. This ensures that time and resources are invested in evaluating true movements in brand equity rather than those that are simply a function of natural variance.
• Provides Actionable Indication of Communications Performance. A flexible sampling framework fuels the ability to calculate lifts for each media channel based on media exposure. This directly ties equity changes to its preceding marketing activities.
• Identify Campaign Wear-Out. Evaluations of campaign wear-out are provided through the demonstration of diminishing returns in lifts. Thus, the Brand Monitor provides a means of not only understanding advertising impact across contact points, but also a means to managing executional strategies

Benefits

For Advertisers and Agencies

• Utilize a single, cost efficient platform that renders actionable insights by combining brand and ad tracking data streams.
• Relate meaningful changes in brand equity to business performance
• Tie the brand’s marketing activity to its resulting lifts with a unique behavioral based digital component
• Prove the value of your advertising, touchpoints and PR
• Uncover brand sentiments and gain visibility of trends for your key targets
• Understand the competitive landscape through consumer Share of Choice
• Benefit from a best-fit and flexible design approach that handles continuous, pulse/
  wave based, or combination of approaches

To learn more about comScore Brand Monitor, please contact us today.