Are you tracking your brand equity?

If not, you may be missing some major consumer cues. 

Brand tracking is the ongoing measurement of awareness, perception, and loyalty to understand how your brand evolves in the minds of consumers.

Tracking brand equity forms the foundation of successful businesses and is the key to understanding how brands create lasting value through consumer perception and connection with your brand.

MDRG uses an innovative brand-tracking approach based in two landmark models  that have revolutionized our understanding of how brands build lasting value:

• the Aaker Model, and 
• the Brand Asset Valuator (BAV)

Understanding the Aaker Model and Brand Asset Valuator

The Aaker Model and the Brand Asset Valuator have shaped how we understand and measure brand equity.  

These frameworks provide insights into the factors that make a brand strong, memorable, and valuable. 

• The Aaker Model identifies four brand equity assets: awareness, perceived quality, associations, and loyalty. It provides a comprehensive framework for understanding consumer brand preferences.
   

• The Brand Asset Valuator assesses brands through two key dimensions: Brand Strength (differentiation and relevance) and Brand Stature (esteem and knowledge), helping brands evaluate their current position and potential. 
  

Both models offer valuable tools for analyzing and improving brand performance, but at MDRG, we’ve taken these insights a step further. 

Using The Whole Brand Approach^TM to Track Brand Health 

This approach to brand tracking is grounded in the belief that brands grow by building meaningful connections at every stage of the consumer journey. 

Our framework simplifies the complexity of brand equity into three clear stages: 

1. Prominence: Awareness and Associations 

This focuses on the foundation of brand equity—consumer awareness and the associations they form. It’s not just about whether consumers recognize a brand, but what comes to mind when they do. 

2. Affinity: Favorability, Satisfaction, and Relevance 

Affinity captures how much consumers like and value a brand. We measure satisfaction, likelihood to recommend, and relevance to understand the emotional and functional connections that drive consumer preference. 

3. Commitment: Loyalty and Advocacy 

The goal of any brand is to foster loyalty. Our framework identifies where consumers fall on the loyalty continuum, from occasional buyers to passionate advocates, and reveals strategies to deepen commitment.

Incorporating the Aaker Model and BAV into Brand Tracking 

Our Whole Brand Approach^TM doesn’t just complement these renowned models—it integrates their principles into a unified strategy. Here’s how they align: 

Prominence 

• Aaker Model: This corresponds to Brand Awareness, ensuring consumers recognize and understand the brand’s essence. 

• Brand Asset Valuator: Prominence aligns with Brand Strength, which measures differentiation and relevance to ensure the brand stands out and meets consumer needs. 

Affinity 

• Aaker Model: This stage reflects key elements of Brand Equity, including perceived quality and brand associations. 

• Brand Asset Valuator: Affinity ties to Esteem and Relevance, evaluating how much consumers respect and value the brand. 

Commitment 

• Aaker Model: This corresponds to Brand Loyalty, a critical component of sustained brand success. 
• Brand Asset Valuator: Commitment reflects Brand Stature, the culmination of esteem and knowledge that drives advocacy and retention. 
  
  

Bringing it all Together 

When treated as a continuous business practice rather than a standalone research project, brand tracking becomes a powerful driver of better decision-making, marketing efficiency, and long-term ROI.

By integrating the Aaker Model and the Brand Asset Valuator insights into our Whole Brand Approach^TM, MDRG offers a smarter, more holistic perspective on brand tracking. These models provide a solid foundation, but our unique ability to translate these insights into actionable growth strategies sets MDRG apart.  

From building awareness to fostering loyalty, we help brands thrive by making meaningful connections at every stage. 

Want to see about how this looks for your brand? We're here to talk.