How Healthy is Your Brand-Health Tracker? A Five-Point Checklist to Build Returns on a Critical Research Investment

Jenni Romaniuk of the Ehrenberg-Bass Institute questions the value of brand-health trackers, reviewing the architecture of the brand-health tracker and highlighting some common mistakes and areas for improvement.

How Healthy is Your Brand-Health Tracker? A Five-Point Checklist to Build Returns on a Critical Research Investment

Jenni Romaniuk

Ehrenberg-Bass Institute

With research budgets under ever-increasing scrutiny, the spotlight is on brand-health trackers. These projects are a considerable investment for most firms, but some are questioning the value this research provides.

In truth, many brand-health trackers have become fat, bloated, and generally unhealthy. With long histories, trackers are prone to become a toxic mix of legacy metrics that no one has the courage to remove; fad metrics, added to give the illusion of currency, only add to the inefficiency....

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