Use Case

Brand Tracking

Get the right metrics to measure and track your brand's performance. Stay ahead of the game and on top of consumer perceptions to make informed decisions that drive success. 
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Why using mental availability to track your brand health

Incorporating mental availability into your brand health tracking is a game-changer, delving deeper than more traditional methods as it goes beyond physical availability.

Taking the mental aspect into consideration will reveal your brand's genuine standing in the consumer psyche at different moments in time where a product would be relevant to a customer's decision — the so-called Category Entry Point.

Out with the old, in with the new

  • For well-known brands, traditional tracking methods can't show much growth, and for new brands, it's hard to stand out from bigger competitors.

  • Common tracking metrics like TOM (Top-of-Mind awareness) are good for new brands, but not as useful for well-known ones unless they're entering entirely new markets.

Advantages of Brand Health Tracking

  • Hero-Icon_Usage

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

  • Hero-Icon_Purchase-1

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

  • Hero-Icon_Awareness-1

    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

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Method

Dominate recall with Mental Availability

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Method

Discover choice triggers with CEPs

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KPIs to measure

  • Hero-Icon_Global

    Network Size (NS)

    It quantifies the average number of CEPs associated with a particular brand, based on the people who have MPen for that brand. The more robust and extensive network of associations is, higher the likelihood of the brand being recalled across various buying scenarios.
  • Hero-Icon_Awareness

    Mental Penetration (MPen)

    The percentage of category buyers who link a specific brand to at least one Category Entry Point (CEP). It's akin to brand awareness but offers a more impartial view, with less bias toward larger brands.
  • Hero-Icon_Intrinsic-motivation

    Mental Market Share (MMS)

    It measures a brand's size in the minds of category buyers relative to all competitors and across all CEPs. This score adds up to 100% across all competitors and is highly correlated with actual market share.
  • Hero-Icon_Panel

    Share of Mind (SOM)

    It is similar to MMS but is calculated exclusively based on individuals with MPen (brand knowers) for a specific brand.

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?

More use cases & methods

Tracking

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

Strategy

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

Strategy

Brand awareness

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

Strategy

IAT (implicit association testing)

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

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