Use Case

Brand Health Tracking

Supercharge your brand health tracker with mental availability and category entry points. Delve into the core of consumer cognition and behavior, providing actionable insights for lasting brand success.


Advantages of Brand Health Tracking

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    Mental availability considers context like situational cues, associations, and environmental triggers — yielding deeper comprehension of a brand's role in consumers' lives.

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    Brands with high mental availability excel in capturing attention and driving sales, offering better predictive insights than traditional metrics.

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    Mental availability mirrors real-world consumer behavior, gauging a brand's likelihood to surface in a consumer's mind in various contexts.

Use Case

Enhance brand awareness with insights

To get data-driven insights into your brand's performance parameters and empower decision-making from your target audience's perspective. Control your brand in the market, improve perception, drive growth and strengthen your brand equity.



Dominate recall with Mental Availability

Mental Availability propels your brand into a permanent spot in consumers' mental landscape. Your name resounds across all pivotal considerations, kindling trust and fueling conversions effortlessly.



Discover choice triggers with CEPs

Learn how to strategically position your brand within the intricate tapestry of consumer decision-making by leveraging Category Entry Points (CEPs), ensuring it emerges as the top choice.


KPIs to measure

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    Mental Penetration (MPen)

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    Mental Market Share (MMS)

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    Share of Mind (SOM)

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    Network Size (NS)

Essential Brand Health Tracking questions

  • To offer insights

    Which product features and USPs make our offer more attractive to consumers compared to other offers?

  • For campaign impact

    What impact did specific campaigns or advertisements have on my brand and consumers?

  • For brand performance

    How have our main brand KPIs changed and developed over time, and how do they compare with the competition?

Brand Tracking explained

  • The purpose of brand tracking is to get data-driven insights into a brand's performance parameters and empower decision-making from the selected target audience's perspective
  • The stages of the branding process include conducting market research, defining the brand identity, designing and developing brand assets, launching the brand, and ongoing brand management and evaluation.
  • There are five stages of brand recognition, which are awareness, preference, reputation, trust, and loyalty.
  • Brand tracking can be both qualitative and quantitative. However, conducting your Brand Health Tracking study with the Appinio Platform mean you'll be collecting and analysing mostly quantitative data.

More use cases & methods


Consumer tracking

Understand how consumers think and what drives their choices. From purchase frequency to product use, to drivers and barriers - we've got all the answers you need, in real time.
Read more


Target group analysis

Gen Z or Millenials? Yoga lovers or CrossFit fans? Get a clear understanding of your target audience to create great products that they will actually need and love.
Read more


Brand awareness

Measuring brand image: What do consumers associate with a brand?
Read more


IAT (implicit association testing)

Test unconscious perceptions and associations of your target group.
Read more

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