Make High-Impact Brand Decisions
Why Brand Tracker?
On this page:
Business Applications
The strategic, investment, and growth decisions Brand Tracker is designed to support.
Validate strategic priorities before resources are locked in
Use full-funnel brand performance data to expose perception gaps across customers and competitors before they undermine major commercial, positioning, and investment decisions.
- Benchmark brand strength against named competitors and priority customer segments to quickly identify where your position is strongest and where competitors can gain ground.
- Isolate the performance gaps and competitive advantages that demand immediate shifts in strategic priorities, messaging, and resource allocation.
- Align leadership on the opportunities to pursue now and the risks that cannot be deferred, so resources move toward the highest-priority initiatives.
Stop funding what isn’t working
Use campaign data to quickly prove what works, identify wasted spend, and redirect investment before the next budget decision.
- Measure shifts in brand and performance metrics through pre- and post-campaign benchmarks to quantify campaign impact.
- Identify the campaigns and channels delivering measurable results and flag underperformers before they absorb more budget.
- Reallocate future spend toward the highest-performing investments to improve efficiency and increase marketing returns.
Capture emerging demand before competitors do
Use customer demand signals to spot emerging growth opportunities early, identify the forces accelerating demand, and act before competitors secure an advantage.
- Track shifts in awareness, consideration, and purchase intent to detect demand acceleration, emerging opportunities, and early signs of stagnation before momentum changes.
- Pinpoint the initiatives, audience segments, and brand drivers creating the strongest demand now so teams can move before opportunities become crowded.
- Concentrate resources on the highest-potential opportunities to influence customer behavior, build demand, and drive measurable growth outcomes.
Industry Applications
How Brand Tracker helps industries solve market-specific challenges and act on growth opportunities.
B2B Manufacturing
Strengthen your position before competitors gain ground
Track changes in awareness, consideration, NPS, and brand perception against key competitors to expose threats to market position early. Use competitive benchmarks to identify where differentiation is weakening and strengthen preference among key decision-makers before competitors gain ground.
Prove marketing impact before more budget is committed
Measure changes in brand health before and after key marketing initiatives to quickly prove impact and expose underperforming spend. Redirect budgets toward the strongest campaigns and scale them across products, customer segments, and markets before more resources are committed.
Move faster on high-potential markets and segments
Monitor shifts in buyer priorities, purchasing behaviors, and market expectations to identify where demand is accelerating or weakening across customer segments. Concentrate growth efforts on the industries, segments, and markets with the strongest opportunities to drive near-term demand and support long-term growth.
Building Products
Build preference across the buying chain
Track changes in awareness, consideration, NPS, and brand perception against key competitors to identify where your position is strengthening or losing ground. Use those signals to build preference with contractors, distributors, and other key decision-makers.
Prove marketing impact and redirect spend faster
Measure shifts in brand health before and after key marketing initiatives to quickly prove impact and expose underperforming spend. Reallocate budget toward the strongest campaigns and scale them across products, audiences, and markets.
Concentrate growth where customer and channel demand is building
Monitor shifts in buyer perceptions, purchase drivers, and market expectations to identify where demand is accelerating or weakening across customer and channel audiences. Direct growth efforts toward the customer, channel, and market segments with the strongest near-term potential to influence demand and drive sustained growth.
Consumer Packaged Goods (CPG)
Win brand preference in competitive categories
Track shifts in awareness, consideration, NPS, and brand perception against key competitors to identify where your position is strengthening or losing ground. Use competitive benchmarks to sharpen differentiation and build preference with consumers and retailers before competitors capture the advantage.
Prove campaign impact and redirect spend faster
Measure changes in brand health metrics before and after key marketing initiatives to assess campaign impact. Reallocate budget toward the strongest campaigns and scale the investments most likely to build preference and grow market share.
Capture category growth before demand shifts
Monitor shifts in consumer preferences, purchase drivers, and category trends across markets and audience segments. Concentrate growth efforts on the audiences, categories, and opportunities with the strongest near-term potential to increase demand and market share.
Educational Technology
Win over education decision-makers
Benchmark feedback from administrators, educators, students, and parents against named competitors over time. Identify opportunities to strengthen consideration among education decision-makers and increase adoption and growth among key audiences.
Prove campaign ROI and scale what works
Link brand performance to enrollment growth, platform engagement, and subscription conversion. Identify messages that resonate, optimize spend, and scale high-performing campaigns with confidence.
Drive brand growth among education audiences
Track changes in awareness, consideration, and brand perception across key audiences. Connect those insights to the audiences and brand drivers most likely to increase future demand, strengthen adoption, and support long-term growth.
Software
Defend your position before competitors gain ground
Benchmark awareness, consideration, NPS, and brand perception against named competitors — including emerging disruptors — to expose competitive threats early. Reach niche IT decision-makers and pinpoint the positioning gaps that must be closed before buyers shift preference.
Prove marketing impact and defend investment decisions
Measure pre- and post-campaign shifts across ideal customer segments to prove impact, identify wasted spend, and isolate the messages and channels driving results. Redirect budget toward high-performing initiatives before more resources are committed.
Turn emerging demand into growth
Track shifts in buyer priorities, purchase drivers, and brand performance over time to identify where demand is accelerating or weakening. Use customizable segment-level insights to move faster on the buyer segments and markets with the strongest growth potential.
Team Applications
How different teams use Brand Tracker to support business outcomes.
Marketing Teams
Win more high-value buyers
Identify the audience segments, brand attributes, and purchase drivers most likely to influence buying decisions. Use those findings to sharpen targeting, tailor messages to what each segment values, and move budget toward the buyers with the strongest revenue potential.
Optimize campaign performance in real time
Track how campaigns change brand perception, NPS, purchase intent, and the attributes buyers associate with your brand. Identify which messages, audience segments, and channels are producing measurable gains, then adjust weak tactics while the campaign is still running.
Prove campaign ROI and protect your budget
Compare pre- and post-campaign results to prove which campaigns influence customer acquisition and revenue. Use the findings to protect the marketing investments that deliver results and prioritize future investments with the strongest potential to drive growth.
Sales Teams
Shorten sales cycles with stronger competitive positioning
Equip reps with the brand strengths, product attributes, and proof points that matter most to each buyer segment. Build them into pitch decks, battlecards, and objection responses so reps can address buyer concerns earlier, counter competitors, and move qualified opportunities to a decision faster.
Use the right message for every buyer
Build segment-specific prospecting messages, discovery questions, and follow-up sequences around what each buyer values. Give reps clear language for addressing common concerns, handling objections, and keeping deals from stalling.
Catch buyer shifts before they hurt conversion
Monitor changes in buyer priorities, decision drivers, and purchase criteria over time. Adapt sales strategies, qualification criteria, and sales plays as buyer expectations and competitor perceptions evolve to help reps focus on the right opportunities and protect conversion rates.
Product Teams
Strengthen product-market fit
Translate buyer needs, purchase drivers, and market expectations into clear product requirements. Use the findings to prioritize the use cases, workflows, and capabilities customers value most and remove lower-value work from the roadmap.
Fix the product gaps blocking adoption
Give product, design, and customer success teams a clear list of the features, workflows, and onboarding steps creating friction. Fix the barriers that prevent adoption, reinforce the capabilities customers value, and update product messaging when customer perceptions do not match the experience.
Prioritize high-impact roadmap investments
Fund the features and capabilities most likely to improve purchase decisions, product adoption, renewal, and expansion. Use the evidence to defend high-value roadmap investments, deprioritize low-impact enhancements, and direct development resources toward the work with the strongest revenue and retention potential.
What our clients say about Brand Tracker
“We partnered with Hanover on our brand tracker, and the insights gleaned have not only helped us navigate our consumer and their needs, but we’ve been able to clearly analyze and articulate our brand’s growth. The Hanover team was very flexible as our original plan evolved, and they have been an ongoing support system as we integrate the learnings into our everyday business decisions.”
“Utilizing Hanover’s Brand Tracker has enabled us to quantitatively assess core segments of our consumer base, namely across baby food and children’s snacks. Taking a data-driven approach to measure key metrics such as Awareness, Consideration, and NPS, as well as how consumers rank key attributes vis-à-vis other brands, has enabled us to confidently track market reaction to our creative campaigns, which helps both us and our customers/partners.”
“We’ve been extremely happy with the partnership. I think you guys produce great work and we’re thrilled. We appreciate your nimbleness when you modify survey projects to fulfill our on-demand needs.”
“When I joined Cloverdale last year, I had to quickly establish baseline metrics in key markets for multiple brands, and Hanover’s Brand Tracker was an ideal solution. The Brand Tracker platform turns data into simple visual stories, and makes it easy to communicate brand metrics with various stakeholders throughout my organization. It has helped to inform and validate key strategic decisions when married with additional insights and data from other sources. I look forward to doing a second wave in the future to see how our investments have moved the needle vs. our competition in key markets.”
Proprietary brand intelligence you won’t get anywhere else
Brand Perception Framework
Structures how customers perceive and evaluate your brand across key brand attributes.
Integrated Brand Scorecard
Unifies awareness, perception, NPS, and purchase metrics into a single longitudinal view of brand health.
Driver-Based Analytics
Predicts what actually drives buying behavior using validated customer-brand relationship frameworks.
Additional Resources
See how brand insights can help grow your business
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