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Branding Strategy: Tracker
The third component of brand triangulation is understanding the marketplace. Tracker is a proprietary way to gain a market perspective on brand awareness, imagery, need-sets, selection criteria and expectations. Tracker is used as both a means of “formative” research, collecting essential information prior to the develop of overall marketing strategy and as a form of “evaluative” research, gaining feedback on intended branding tactics. While Tracker is an often-used tool, we also use many other research methodologies to gain market and constituent understanding.
