Research Services
Brand Health Tracking
BrandSpark International designs and runs brand health trackers that measure awareness, consideration, preference, trust and recommendation against competitors, wave after wave. Our longest-running tracker has run continuously since 2009.
What Brand Health Tracking Includes
- ›Longitudinal brand equity trackers
- ›Awareness, consideration, preference, and NPS
- ›Segmented tracking by customer cohort
- ›Campaign pre, mid, and post measurement
- ›Competitive benchmarking over time
- ›Trust metrics integrated alongside standard equity measures
How a BrandSpark Brand Tracker Runs
- ›A fixed core of brand KPIs stays constant from wave to wave, and a short rotating module carries the questions of the moment.
- ›Fieldwork runs always-on with interlocking quotas, or in waves, depending on how fast the category moves.
- ›Results arrive through a live dashboard, a short deck for the working team and a longer deck for wider audiences.
- ›Correlation and regression analysis identify which perceptions drive consideration and purchase.
- ›When we take over a tracker from another agency, selected historical sections run in parallel with the new design to confirm the trend holds.
Brand Health Tracking Case Studies
- Modernizing a long-running brand health tracker without breaking the trend
BrandSpark took over a brand health tracker from a previous agency, rebuilt the survey and reporting, and used parallel testing to confirm the trend held. The client has renewed the program three times, with a two-year mandate each time, and BrandSpark has run it for six years.
- Building a first brand health tracker for a smart home technology brand
BrandSpark designed and ran the first brand health tracker for a smart home technology brand from 2020 to 2022. A fixed KPI core with a rotating five-minute module gave product and engineering teams a monthly line to consumers, and the program stayed in use across the brand's main growth period.
- What travellers say versus what they hold: implicit brand associations
In a brand health wave for a Canadian leisure travel operator, BrandSpark ran an implicit association test beside the stated perception questions. Customer service was chosen by 57% of travellers, yet its response speed placed it 5th of the 5 brands measured, showing an answer people reasoned their way to.
- Sizing the impact of negative news coverage in four days
After negative media coverage in early 2025, BrandSpark fielded a four-minute pulse survey for a national leisure travel brand in four days (n=1,108). The exposure funnel showed 18% of the core target had seen negative coverage, and the report sized a best and worst case for the forward booking pipeline.
Brand Health Tracking: Frequently Asked Questions
What is a brand health tracker?
A brand health tracker is a survey repeated on a fixed schedule that measures how a brand and its competitors perform on awareness, consideration, preference and brand perceptions. The core questions stay the same in every wave, so a change in the numbers reflects a change in the market.
What does a brand health tracker measure?
A typical BrandSpark tracker measures unaided and aided awareness, familiarity, consideration, preference, purchase, Net Promoter Score, brand perceptions and trust, for the client brand and its main competitors. Campaign awareness and customer segments are added where the client needs them.
How often should a brand tracker run?
The schedule follows how quickly the category moves and how the results are used. BrandSpark runs always-on programs reported monthly and quarterly, and programs fielded once or twice a year.
Can a tracker change agencies or questionnaires without losing its trend?
Yes. BrandSpark keeps selected historical sections and runs them in parallel with the new design, so the old and new readings can be compared before the switch. One client tracker moved to BrandSpark this way and has since been renewed three times.