迎接數位時代的品牌健康追蹤度調查

對於許多品牌主來說,定期的追蹤品牌健康是不可或缺的投資。就像人類的健康檢查一樣,定期品牌健檢可提供檢視自身品牌競爭力變化的線索,同時也是追蹤競爭品牌的有效工具。而隨著品牌溝通工具與傳播環境的變化,傳統的品牌健康追蹤調查也需要有新的思維,像是納入social intelligence的指標與工具就是品牌不可忽視的趨勢。 For many brand owners, regular tracking of brand health is an indispensable investment. Just like human health checkup, regular brand health checks provide clues to examine the competency of your brand and serve as an effective tool to track competitors as well. With the changes in brand communication tools and media environment, traditional brand health tracking surveys also require revamp, included covering social intelligence, which is a trend that brands can't ignore.

傳統的品牌追蹤調查重視的是消費者對品牌的記憶(memory),是一套綜合想法、經驗、印象、故事、連結、顏色、聲音、符號甚至記憶的獨特連結。透過定期追蹤關鍵的品牌關鍵績效指標 (KPI),可以了解消費者對於品牌記憶認知的變化。另一方面,透過社群智慧分析(social intelligence),品牌主可以了解一連串、不斷累積,關於品牌或產品與消費者互動的時刻 (moment),包含產品使用經驗、傳播接觸點的體驗以及消費者間的口耳相傳等。相比傳統的品牌追蹤調查,社群智慧分析(social intelligence) 更可以讓品牌主從消費者的觀點,用消費者的語言,了解真實的品牌與產品使用情境,挖掘更多不一樣且深刻的消費者洞察。
The traditional brand tracking survey focuses on the consumer's memory of the brand, a unique link to a comprehensive set of ideas, experiences, impressions, stories, links, colors, sounds, symbols and even memories. By regularly tracking key brand KPIs, you can understand the changes in consumer perceptions of brand memory. On the other hand, through social intelligence, brand owners can understand a series of moments of continuous accumulation of brand or product interaction with consumers, including product experience and word-of-mouth communication among consumers. Compared with the traditional brand tracking survey, social intelligence allows brand owners to learn more about real brand and product usage scenarios from the perspective of consumers, and to explore more different and deeper consumer insight.