品牌跟踪，但更好：GWI的品牌跟踪解决方案如何将指标转化为意义（英）2025

How GWI’s brand tracking solutiontransforms metrics to meaning In thisreport Why brand tracking’s a big deal When business challenges hit,brand tracking is your superpower03 Competition is fierce and brand loyalty is at anall time low, so understanding your brand’s healthin-depth is non-negotiable. Whether you’re facinglow awareness, a drop in appeal, or needing tojustify brand spend to your C-suite - having theright tracking in place is key to overcoming thosechallenges. We’re going to be covering all that andmore in this quick guide. Book a freebrand trackingconsultation How you should be usingbrand tracking05 Get in touch How brand tracking workswith GWI: A step-by-step guide06 Case study: Brandtracking in action08 Why GWI09 CAITLIN NUTTALLCONTENT MARKETING MANAGER GEORGIA BRENNANASSOCIATE RESEARCH DIRECTOR When business challenges hit,brand tracking is your superpower Your audience is dropping off atdifferent points in the funnel Think of brand tracking as your early warningsystem and growth GPS. Really good brand track-ing isn’t just a temperature check on how yourbrand is doing, it’s a way to guide your strategicdecisions. Here’s when it comes into play: Find out where people are dropping off, and howto pull them back in. Identify the spots where yourbrand’s failing to convert people from awarenessto purchase, and plug the gaps. Uncover emo-tional and rational gaps in your brand propositionto see what’s not clicking, and why so you canidentify what changes could increase resonance. Your insights are lacking depthand real-world application You’re losing out tothe competition Good brand tracking goes beyond superficialdata like brand awareness and purchase intentto discover the why behind the insights. By usingrecontact methodology to harmonize againstexisting datapoints you can understand your audi-ence on a deeper level, ensuring your brand cantake actionable steps based on more than sur-face-level insights. Get the insights to sharpen your edge. Trackingshows what your brand is associated with andknown for vs. your competitor set and allows you totrack perception shifts over time. This helps you tofind out if your messaging is cutting through, andwhether your brand owns any unique space in themarket. Once established, the regular cadence ofa tracker means you can measure if any of your‘white space efforts’ are paying off. You’re not sure which metricsare true drivers of growth Your brand isfacing a crisis Seewhat’s landing and what’s missing.Complimenting your tracker with statistical anal-ysisgenerates the levers to pull to ensure yourbrand is at the front of the category demand.Whether that’s understanding which metrics driveconsideration, or what your audiences’ key pur-chase drivers are, allowing you to pivot based onthe findings. Respond confidently, backed by data. Brand track-ing will measure the full scale of the crisis on yourbrand’s health across key metrics, and can monitorwhether your mitigation strategies are working. How you shouldbe using brandtracking Optimize yourpositioning Benchmark yourbrand against thecompetition Sharpen your messaging basedon real audience perception Modern brand tracking isn’t just about askingquestions. It’s about unlocking strategy. Understand where you stand,and where you’re headed Power strategicdecisions Pinpoint your mostvaluable targets From brand perception andpurchase drivers to marketexpansion, tracking fuels it all Learn who to focus on, andhow to win with them How brand trackingworks with GWI A step-by-step guide Deliver insightsand activation Define theproblem Build yourcustom survey Scope theproject Run thefieldwork We start by identifyingwhat you’re trying to solve- be it a market shift, brandstagnation, or proof of ROI. We take care of scripting,translations, data collection,cleaning, and analysis - thenplug it all into GWI Core. We co-design a bespokequestionnaire to captureexactly what you needto know. Our experts provide areport full of clear,actionable insights and nextsteps - not just data points. You’ll get a clear breakdownof timelines, deliverables, andhow the research will work. Bonus Our platform integrates seamlesslywith your team’s workflow - whetherthat’s via dashboards, reports, ordirect API feeding into your systems. CASE STUDY The action The result The challenge Brand trackingin action Securing a multi-billiondollar acquisition Designing a bespoke study Becoming category leaders ina highly competitive market The brand gained a deep under-standingof the successes andshortcomings of their campaigninitiatives, allowing them to adjusttheir brand strategy, as well as mar-keting and communications efforts,to most effectively develop theirbrand’s health. We partnered with the brand to designa multi-market recontact samplesurvey that targeted category userswithin business, including senior deci-sion makers and team influencers. A fast growing multi-market tech companywanted to be