Monitoring Brand Health

& Advertising Effectiveness

Great brands deserve great managers...
Brands are generally the most valuable asset an organisation
owns; it is critical to ensure that they remain healthy. In particular,
marketplace perceptions of a brand, purchase intention, trial and
loyalty can all deteriorate in the face of consumer trends, competitive
pressure, strategy changes, retailer policy or simply budget cutbacks.
A continuous brand health monitor is:
• an early warning system

• a measure of the outcome of marketplace activity and change

• a long term history

Advertising is typically the largest discretionary support that a brand receives and it is
often the most significant influence on brand perceptions (imagery) and personality.

A continuous brand health monitor can also:

• measure creative strengths and weaknesses

• establish whether advertising messages are well branded and on-strategy

• provide guidelines for media selection and planning

Features of Colmar Brunton’s Monitoring

Holistic design
A Colmar Brunton Monitor will measure all the key components of brand health,
advertising performance, promotional support (where relevant e.g. sampling,
consumer promotions) in a single vehicle, along with the necessary diagnostic and
segment information (e.g. demographics, purchase frequency, main channel/store etc)

The right measures

A Colmar Brunton Monitor is customised to the parameters of the client’s business
and marketplace, as well as the objectives – measures, target respondent and data
collection methodology. It is not a black box process, nor is it inflexible. Nonetheless,
we know the best way to measure and analyse topics which can be contentious (such
as advertising awareness).

The right analysis and interpretation

Effective research needs to provide answers, not data; this particularly applies to a
brand monitor. Colmar Brunton’s tracking practitioners have many years experience
in this specialized discipline. This is evident in:
• our choice of techniques for analysing data

• the Australian experience we bring to interpreting the findings – both over time
and across categories and market sectors

• our ability to provide strategic insights, rather than descriptive reporting or blind
reliance on norms (often out of date, inappropriate or averages of averages)

www.cbr.com.au
Benefits
Colmar Brunton Monitors will give you the confidence that you have a constant finger
For further information please
on the pulse of your brand and that you have sensitive and actionable guidelines for
contact Colmar Brunton:
advertising development budgeting and scheduling.
Sydney
FAQs P O Box 1384
MacQuarie Centre Post Shop
Isn’t it just “ad tracking”? 80 Waterloo Road
A well designed monitor will cover all the components of “ad tracking” and be an North Ryde NSW 2113
effective measure of brand health. And because it is all in a single vehicle, it is possible 02 8873 0888
to analyse whether advertising is contributing to brand health. 02 8873 0999
sydney@cbr.com.au

Isn’t it just historical? Melbourne

Effective planning needs a sound understanding of past and present trends. P O Box 316
Chadstone Centre VIC 3148
Monitoring results for the current year should be a key input into the next year’s Chadstone Shopping Centre
marketing plans. Level 3, Suite 50
Chadstone Place
How do I get the most of a Colmar Brunton Monitor? 1341 Dandeong Road
Chadstone VIC 3148
• determine objectives for metrics that can be measured by a monitor (e.g. brand 03 9569 0333
awareness) and the decision criteria 03 9569 1037
melbourne@cbr.com.au
• reporting should focus on progress aga1nst objectives and current key issues
Brisbane
• have pre-set meeting agendas; ensure that all necessary advice, schedules, briefing GPO Box 1266
documents etc are provided to us regularly and in time to incorporate them in our Brisbane 4001
analysis 95 Edward Street
Brisbane
• assist us to provide strategic insights by allowing us to get to know your business Queensland 4000
07 3026 3000
• regular presentations and reports are important, but ad hoc analysis or discussion 07 3026 3030
of new advertising, marketplace issues, key short term trends and so on, can be brisbane@cbr.com.au
extremely valuable
Canberra
P O Box 2212
What methodology is best – telephone, face to face, self completion, Internet etc? Canberra ACT 2601
There’s no methodology that is always best – we will use the technique that best suits 39 Torrens Street
your needs and objectives. Braddon
Canberra ACT 2601
02 6249 8566
02 9249 8588
canberra@cbr.com.au

Adelaide
P O Box 1202
Unley SA 5061
Level 1, 25 Unley Road
Parkside SA 5063
08 8373 3822
08 8373 4533
adelaide@cbr.com.au

Perth
PO Box 6512
East Perth B.C. WA 6892
Suite 2 Ground Floor
197 Adelaide Tce East Perth
08 6267 0400
08 6267 0417
perth@cbr.com.au

www.cbr.com.au