Unit-4  PART-II
                                         Brand  Tracking
                                        Need for  Brand Tracking     
			      		Designing Brand  Tracking Studies.  

                         Brand Tracking is the skill of a brand in making a necessary adjustment of hand and eye to follow a moving object in in a visual display.
                         Marketers/ Companies are required to collect information from consumers on a regular basis, over periods of time. Tracking Studies typically 
			employ certain measures to provide marketers with current information regarding performance of their brands and marketing programmes.  
                         Such a Performance is measured on the basis of a number of key dimensions. Tracking studies are a means of understanding where, how much , and 
                        in what ways Brand Value is being created. 
                                   Brand Tracking performs an important function for managers by providing consistent baseline information to facilitate day to -day decision making. 
                       Since  marketing Activities  surround the brand, it becomes expensive to research each Individual marketng action.
                                     Brand Tracking studies provide valuable diagonostic studies provide valuable diagonostic insight into collective effects  of a host 
                                   of marketing activites. Various  changes in marketing programmes are made in course of time. It is important to monitor the nature and extent of
                             such changes. The functioning of the Brand and its Equity need regular monitoring so that  necessary modifications can be made.
                              Need for Brand Tracking is  Continuously there because  Brand earnings and Brand strength need to be identified and assessed in terms  of the earnings or cash
                             flow which the Brand  can be  expected to generate in future. Brand Tracking can also help the Marketers/ Companies to estimate Brand Values and capitalize  
                            the earnings by applying a multiple to historic earnings as a discount rate to future cash flow.
                                   While  designing Brand Tracking Studies, this has to be kept in mind that business buyers seek to obtain the highest benefit package including 
                              economic ,technical ,service, and social in relation to a market offering's costs. A better designed Brand Tracking Study can help the company
                              / Marketers incentive as well as  capacity to sell/purchase in much greater proportion to the ratio of visible benefits to costs. Designing Brand tracking studies in a 
                          practical and fore-sighted way and manner can help marketers to construct a profitable offering that delivers superior  customer value to the target buyers.
                                Designing Brand Tracking Studies requires a long term view of Marketing decisions. It improves upon a Brand's short term marketing actions and by suggesting,
                            modifications,adjustments, and improvements ,it certainly helps in increasing or decreasing the sucess of future marketing actions.
                         Many  Brand Leaders which are 70-80 years old stand even today as the latest brand - leaders.
                            For example, Kodak, Wrigley's, Coa -cola ,Heinz, and Campbell Soup. These Brand Leaders  have been guided and monitored by  a well- designed,
                            and well -researched, Brand Tracking Study, and they have been constantly striving to improve their Products, services and Marketing.