THARAKA DIASDirector – My Media Network

MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),

FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka)

Tracking a brand involves collecting information about the brand from customers at regular intervals of time.

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Process of tracking a brand involves soliciting feedback on various dimensionsBrand personality Brand image Marketing activities undertaken by organization

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Organizational Vision and culture 1.Vision predict Direction of the organization2.Culture influences the employees and

their action in an organization

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Leadership provided by the top management Commitment of the top management towards the brand vision Level of inspiration provided be the top management The degree to which organizational culture support brand vision Involvement of the staff Awareness among the staff about the vision of the brand Commitment of the staff towards brand value The extent to which the brand values and employees value

match The relevant of the brand values for consumers and external

stakeholders in general The degree of appreciation for brand values by the various

stakeholders 7

Short term Long term The following parameters about brand objectives can be

researched The extent to which the brand objectives can be stretched How the objectives can achieved differently Awareness level of the staff about both the long term and

short term objectives Commitment levels of the staff in achieving the objectives The extent to which the objectives are being achieved over a

period of time

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In the strategic brand building process the brand personality is the organization task, but how the consumer perceive this can be vary

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The degree to which the product features are in accordance with the brand value

Whether the price is as per the brand image The degree to witch brand positioning is line with brand personality The extent to which various communication activities help in building the

brand image The extent to which the communication is in line with the brand identity Whether the delivery of the brand is appropriate The extent to which choice of the channels are in line with the brand

identity The extent of the recruitment program to reinforce the brand culture The extent to which the brand behavior of the employees is in line with

the brand culture

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Customer orientation towards the brand What the customers feel about the brand or the consumers attitude towards the brandThe extent to which customer perceptions in line with the brand identityThe extent to which brand personality matches the customer perception of brand personality The meaning of the brand for the consumerConsumer purchase behavior of the brand, etc

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Exploratory research through qualitative techniques

Secondary data Survey of knowledgeable people Focus group interviews Free association Experimental

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Studying brand recognition Studying brand recall Brand personality Brand image Brand response Brand relationship

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