Brand monitoring is the process by which the performance, effectiveness or success of a brand can be monitored over time.
A number of different analytic tools or methodologies can be employed to gather information relating to the brand, monitor audience perceptions, and measure brand performance against marketing or communication objectives.
Brand monitoring is a means of ensuring each of the brand elements (that together form the complete brand persona) continue to be relevant to the business activity, mission and vision, and in support of the business objectives.
It is also important as a means of ensuring a brand keeps pace with changing trends or audience preferences whilst remaining true to the purpose, vision, values, and offer.
