Evolve your

Brand Health Tracking

Most Brand Health Tracking is based on the traditional funnel and lacks purchase context. We use Category Entry Points (CEPs) to introduce context to purchase decisions. Category Entry Points are reasons, triggers or occasions when someone considers buying a product in your category. By knowing your priority CEPs, attaching your brand to them, and measuring performance, you can improve Mental Availability.

Old Brand Health Tracking

Traditional Brand Health Trackers generally focus on the traditional funnel, asking respondents to tick the box on which brands they are aware of or consider. They keep the respondent’s purchase context within that of an online survey e.g. “Which of these brands have you bought in the last 3 months?”

Modern Brand Health Tracking

Why

are they in the category? e.g. dehydrated and low energy

Where

are they buying? e.g. when out and about

When

are they buying from the category? e.g. pre work out

What

else is impacting the purchase? e.g. short on time

Our Brand Health Tracking solution takes into account your Category Entry Points and buyer or consumption context, to provide a truer picture of brand health.

Why are they

Important?

Category Entry Points, originally developed by the Ehrenburg Bass Institute, are the cornerstones of Mental Availability (i.e. brand salience). Improving Mental Availability makes your brand more easily come to mind at key purchase decisions and occasions, and is critical for brand growth.

The

Process

STEP 1

IDENTIFY

We identify your Category Entry Points through exploratory research and a custom survey, working with you to understand your priority CEPs.

STEP 2

MEASURE

We design a Brand Health Tracker to track your CEPs, which aligns with your brand strategy & marketing objective

STEP 3

IMPROVE

We set the benchmark for tracking over time, providing advice on how to improve and broaden your CEPs

Contact Us

To find out more about Brand Health Tracking using Category Entry Points