Brand Intelligence
Definition
Tracking competitor brand strength and how they show up in the market. This can include brand tracking (awareness, consideration, preference), rough levels of media investment, and the key messages and creative styles they use.
Why it matters
It helps you judge whether you are distinctive or forgettable. It adds a layer of perspective to your insight by moving beyond insular metrics and benchmarking you against those who are competing for your customer’s attention and behaviour.
How it connects
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The framework
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Inputs & outputs
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Examples
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Common pitfalls
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Further reading
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