Brand Tracker: Measure What Drives Brand Growth
Gain up-to-date customer insights to strengthen your brand and outpace competitors.
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.
Trusted by leading brands
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What we do for you
Marketing Leaders
- Improve campaign performance with real-time brand insights
- Optimize targeting and messaging for key audiences
- Measure campaign ROI with pre and post tracking
Sales Teams
- Shorten sales cycles with stronger brand positioning
- Tailor prospect messaging using brand perception insights
- Increase conversion rates through better alignment
Product Leaders
- Improve product-market fit using real-time brand and buyer insights
- Monitor product perception to quickly adapt to market feedback
- Prioritize roadmap decisions based on features that drive revenue and retention
How Brand Tracker works in three simple steps
Turn customer feedback into actionable brand intelligence so you can understand performance, identify what drives results, and make decisions with confidence.
Align on What Matters
Define business goals, target audiences, and key metrics to ensure your tracking strategy is tied to real outcomes.
Capture High-Quality Insights
Launch with a streamlined setup and ongoing measurement, powered by rigorous data validation to ensure accuracy and reliability.
Turn Insight into Action
Identify key drivers of brand performance and receive expert recommendations to guide strategy and decision-making.
Understand your position in the market
- Benchmark against key competitors
- Identify whitespace opportunities
- Track shifts in perception over time
- Respond faster to market changes
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.”
Still have questions?
Why use Hanover for brand tracking?
Hanover goes beyond traditional brand tracking by combining proprietary analytics with expert strategic support. Our approach identifies the drivers of brand equity and purchase behavior, not just surface-level metrics, while our dedicated team ensures insights are actionable and aligned with your business goals.
What questions can brand health tracking help answer?
Brand Tracker measures key elements of brand health compared to competitors, answering:
- Who has heard of your brand?
- What do customers think about you?
- Who is buying your product, and who isn’t?
- Are you a preferred brand?
- Do consumers who engage with your brand intend to purchase?
- Who are your brand advocates?
- How do you measure against your competitors?
These insights reveal your complete market position and inform strategic decisions.
What metrics does a brand health tracker measure?
Hanover’s Brand Tracker captures six core metrics across the full brand funnel: awareness (aided and unaided), perception, prior usage, preference, future purchase consideration, and Net Promoter Score (NPS). This integrated framework provides a complete view of brand health revealing how your brand is performing today and where future growth opportunities exist.
How does Hanover reach the right audience for brand tracking studies?
Hanover’s Brand Tracker surveys three key groups: current customers, past customers, and potential future customers. We provide access to 2,000 qualified respondents per survey wave in the U.S. and Canada, with larger or more customized audiences available to ensure you’re gathering insights from audiences most relevant to your business goals.
How often should we run a brand tracking survey?
The right cadence depends on your goals. Many organizations track biannually to monitor market shifts, while monthly or quarterly tracking is ideal for evaluating campaigns or responding to rapid change. For longer-term brand health, annual tracking may be sufficient. Hanover’s Brand Tracker can be customized to the frequency that best supports your strategy and pace of decision-making.
Start measuring what actually drives brand growth
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