The use of brand metrics in FMCG organisations in South Africa

Abstract

Branding has become a high priority for management due to the growing realisation that brands are one of the most valuable intangible assets that companies own. In recognising the importance of brands, companies are placing increased emphasis on understanding how to effectively build, measure and manage brand equity. This requires marketers to have a clear understanding of the brand tracking metrics used in the measurement of brand equity. The purpose of the study is to assess the degree and prevalence of the use of brand tracking metrics within FMCG companies in South Africa as well as evaluate the methods by which the metrics are collected and presented. Qualitative research was conducted through in depth semi-structured interviews with 26 respondents involved in FMCG brand management, to gain a better understanding of the use of brand tracking metrics for measuring brand health. The data was content analysed to identify key themes and metrics. Most FMCG organisations in South Africa are adopting a degree of measurement criteria to track and measure the health of a brand on a regular basis. Brand tracking must be a reflective as well as a predictive tool. It was concluded that South African FMCG organisations consider brand awareness, brand loyalty, brand Association including image and brand performance as all important metrics in tracking brand health. It was further concluded that the most commonly used proprietary models by FMCG organisations in South Africa are the Millward Brown Brand Dynamics and the TNS Conversion model.