A CBM tracker can include the Distinctive Assets that the brand wants to build or protect. However, given the complexity of identifying the assets that are the best options for long-term development, we recommend that the strategic piece to determine which assets to build be done outside of the tracker environment.

Brand buyers, by virtue of their past behaviour, will have close to 100% category membership Brand Awareness. It is the brand’s non-buyers that might lack brand-category links. These brand non-buyers can be aware of other brands in the category, and these other brands can inhibit the retrieval of the brand of interest. Retrieval inhibition is more

Messaging effect

object

In this case, efforts to increase brand linkages to other CEPs common for the sub-category will benefit the brand.

Well-meaning ideas that compromise…

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After someone buys a brand, assuming it served its buying purpose, positive feelings can be generated. This positive evaluation can then feedback to future purchases if the attitude is remembered in the future.

Tracking over…

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An ‘All brands’…

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