Brand Tracking & Health

HSM’s Brand Potential 360 delivers a clear picture of your Brand’s overall health, continuously refreshing and informing on gaps in key factors driving your Brand’s health.
Our experience is that demonstrating affective and cognitive empathy helps create and cement a bond between a brand and its customers – which in turn drives desired strategic outcomes like brand favorability and loyalty (NPS).
Continuous refreshing enables nimbleness and agility in addition to informing a foresight function.
Engineered to provide a robust decision support system by helping identify key factors that drive Brand Potential, including the opportunity to assess the impact of marketing mix variables such as ad spending, reach, etc.

A comprehensive audit of all relevant info, a clearly established baseline and an optimized mix of evolved, targeted studies

Triangulates multiple data streams and cross-validates differently sourced information

Reduces reliance on multiple one-off primary research projects

Reduces the resource strain caused by constantly running research workstreams

Traditional brand tracking research focuses on standard survey metrics assessing brand performance. Our approach begins with an information audit that reveals what gaps exist and maps relevant information sources to address each need gap.
- We develop custom metrics based on the synthesis of multiple information streams tailored to your specific Brand and category
- Our primary research evaluates metrics like Brand Equity, Brand Premium, Social Equity, Brand Empathy, etc., across audience segments and geographies
- Brand Equity – Defined by capturing consumer Perceptions (Trust, Value, Personality, etc.) and Behaviors (Brand Premium & Loyalty)
- Brand Funnel – Measuring key attributes such as awareness, familiarity and consideration used to develop weights which, in turn, inform a robust Index
- Traditional Brand Equity/Brand Health studies undervalue and, therefore, do not capture Brand Empathy
- One of our core beliefs is that brands that demonstrate Affective and Cognitive Empathy create and cement a deeper bond between a brand and its customers – in doing so, Brand Empathy drives strategic outcomes like brand favorability and loyalty (NPS)
- We measure the impact of demonstrated empathy on brand health through various pathways including emotional response, brand personality, brand image, social responsibility, employee empathy, customer service empathy, and communications empathy.