Due to digitalization, companies are under constant observation. Customers, employees, investors, and the public form opinions –about products, services, and the company itself. But how can companies measure and manage these perceptions? This is where brand tracking and reputation tracking come into play. However, these terms are often used synonymously, which can lead to misunderstandings and inefficient strategies. In this article, we highlight the differences and show why both approaches are important – but pursue different goals.
The problem is that confusion can lead to strategic errors. Many companies use brand tracking to measure their brand awareness, market position, or product perception. They often assume that this data also reflects the company’s reputation. But this is a fallacy: a strong brand doesn’t automatically mean a good reputation. Think of companies that offer popular products but face criticism for poor working conditions or environmental issues.
When companies don’t separate reputation and brand, they risk overlooking important signals. This can lead to setting wrong priorities and losing credibility in the long term.
Brand Tracking: Focus on Product and Customer
Brand tracking is a classic marketing tool. It focuses on how customers perceive a brand and what associations they make with it. Typical questions in brand tracking include:
- How well-known is the brand?
- What characteristics are associated with the brand (e.g., innovative, reliable, affordable)?
- How well does the brand satisfy needs in the product category?
- How high is customer purchase intent or loyalty?
- How does the brand compare to competitors?
- Which dimensions drive brand strength and how does the brand perform in these dimensions?
The goal of brand tracking is to strengthen the brand’s position in the market and win or retain customers. Unlike reputation tracking, it is strongly product and service-oriented and primarily targets the perception of the target audience.
Reputation Tracking: The Big Picture
Reputation tracking, on the other hand, looks at not just the brand but the entire company. It’s about how the company is perceived as an actor in society. Topics like sustainability, corporate governance, social responsibility, and crisis management play a central role.
Typical questions in reputation tracking include:
- Is the company perceived as trustworthy?
- How does the company handle its social responsibility?
- How do employees rate the company as an employer?
- How does the public react to crisis situations?
- To what extent does the company comply with environmental protection requirements?
Reputation tracking addresses all stakeholders, not just customers. This includes (potential) employees, investors, media, NGOs, and the general public. It has a long-term, strategic focus and aims to strengthen the company’s trust and credibility.
The Differences at a Glance
| Aspect | Brand Tracking | Reputation Tracking |
|---|---|---|
| Focus | Products/Services, Brand | Company as a whole |
| Target Group | Customers | All stakeholders |
| Time Horizon | Short to medium-term | Long-term |
| Content | Brand awareness, image, purchase intent | Trust, responsibility, crisis management |
Â
The Solution: Strategically Combining Both Approaches
To get a comprehensive picture of company perception, businesses should use both brand tracking and reputation tracking – but keep them clearly separated.
1. Set Up Separate Systems
Brand tracking and reputation tracking should be viewed as independent systems as they pursue different goals. While brand tracking is managed by the marketing department, reputation tracking often falls under the responsibility of corporate communications or the CSR team.
2. Create Interfaces
Although both approaches function independently, there are overlaps. A negative reputation (e.g., a scandal) can influence brand perception – and vice versa. Regular comparisons between the results of both systems help identify such interactions.
3. Interpret Holistically
The results from brand tracking and reputation tracking should not be viewed in isolation. Instead, companies should develop a joint dashboard that integrates both perspectives. This allows them to make informed decisions and set priorities.
Conclusion: Brand and Reputation Tracking are Two Sides of the Same Coin
Brand tracking and reputation tracking are not competitors but complement each other. While brand tracking covers the commercial perspective, reputation tracking provides the social context. Both approaches are essential to get a complete picture of company perception.
As a company, you should be aware that a strong brand alone is not enough for long-term success. A good reputation is key to building trust and surviving crises. Therefore, invest in both systems – and use their insights to align your strategy holistically.
Learn here how to properly measure brand image âś…