Brand Health Tracking Based on The Ehrenberg-Bass Institute

Monitor the health of your brand using brand health tracking concepts based on the acclaimed work of Professor Jenni Romaniuk of the Ehrenberg-Bass Institute: Mental Availability and Category Entry Points.


Use automated brand health tracking to: 

Track the mental availability of your brand

How do you grow your brand and be top of mind in more buying scenarios?

Mental availability is when consumers think of your specific brand in a buying situation. Use automated brand tracking software to understand the mental availability of your brand and competitors over time. 


Monitor four key brand health metrics

Do people know and think about your brand in key buying scenarios? 

As highlighted in Jenni Romaniuk's acclaimed book - Better Brand Health, brand health tracking research provides four valuable mental availability metrics to guide business decisions:

Mental Market Share - how present your brand is in consumers’ minds

Mental Penetration - how many consumers have at least some mental availability of your brand

Network Size - how broad brand associations are

Share of Mind - which other brands are our consumers thinking of?

Convert non-buyers into buyers of your brand

How can you strategically grow your brand over time to stay relevant with consumers? 

Brands grow when they understand the specific entry points in which consumers think of their category, and when they get to know current non-buyers of their brand (both of which are more actionable than simply knowing who’s aware of, considering, or using their brand). A brand tracker lets you know who these valuable consumers are. 


Continuously improve your brand over time

How are metrics changing over time?  

Brand health tracking tools give brands the first notice of market or trend changes (easily visualized in a brand health tracking dashboard) so they can adjust accordingly and build back any lost traction. For example, tracking changes in the soda category signals when it's time for soda brands to start thinking about new products, flavors, ingredients, etc. 


"One of the things that turned us onto quantilope’s tracking is how fast the turnaround is - you can launch a survey and have answers back within a week.”

- Jessica Caldwell, Director of Consumer Insights at Edmunds



Automated brand health tracking projects with quantilope

  • Leverage automated brand health tracking templates to take the guesswork out of what to include

  • Capture modernized brand health tracking metrics that are highly actionable and help brands grow (based on Jenni Romaniuk's book Better Brand Health)

  • Re-launch a new brand health tracker wave in seconds with the click of a button 

  • Spend your time focusing on the strategic story, thanks to automatically-populated brand health tracking reports 


Request an automated brand health tracking demo now!