Part of Data & Insights (The Senses) | Competition
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.
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.
Related terms: Competitive Audit, Distribution Intelligence, Environmental Scanning
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