Brand Kompassâ„¢ - Brand Tracking and Brand Equity Measure
Stay ahead with Brand Kompass, the ultimate brand tracking solution with its proprietary Brand Affinity-Relationship Segmentation. Identify untapped opportunities, strengthen brand affinity, and maximize growth potential by taking strategic action.
Differentiated Approach
Powered by AI and human intelligence, Brand Kompass is a unique brand tracking solution that helps you pinpoint high-value consumers, optimize marketing investments, and make informed decisions that drive long-term success.
Real People and Opinions
Leverage our authentic, high-quality global consumer, healthcare and niche business decision makers panels spread across 60 + markets.
Smarter Insights, Always
Drive strategic clarity, speed, and accuracy in decision-making with powerful analytics, predictive modeling, and actionable insights.
Human and AI Innovations
Precision through our uniquely integrated human and AI-powered research operations and analytics for relevant, accurate, and timely results consistently.
A Powerful Brand Tracking & Diagnostic Tool for Today’s Brand Owners
Brand Kompass goes beyond traditional brand tracking by integrating a proprietary Brand Affinity-Relationship Segmentation Model, allowing brands to -
Identify High-Potential Consumers
Understand which audience segments are most likely to convert into brand loyalists.
Optimize Marketing Spend for Maximum ROI
Reduce wastage by targeting high-affinity consumers with precision.
Adapt in Real-Time to Market Changes
Stay agile with granular consumer insights that help adjust messaging, promotions, and brand positioning dynamically.
Unlock Long-Term Brand Loyalty & Equity Growth
Build sustainable customer relationships by deeply understanding consumer-brand affinity.
The Working Model
Brand Kompass is built on an innovative consumer segmentation framework, providing a 360-degree view of brand health, consumer perceptions, and competitive performance.
Brand Affinity-Relationship Segmentation
Brand Kompass classifies consumers based on brand affinity strength, ensuring precise audience targeting for strategic growth. By mapping consumer relationships, Brand Kompass helps brands focus on conversion-ready segments, allowing them to fine-tune marketing efforts and drive brand affinity-led growth.
Comprehensive Brand Health Measurement
Brand Kompass evaluates key brand performance indicators (KPIs) at multiple consumer touchpoints, ensuring a granular understanding of brand positioning in the marketplace.
Actionable Brand Growth Framework
Brand Kompass is a growth accelerator that provides brands with a clear roadmap for action by identifying & segmenting the right consumers, optimizing growth drivers, precision targeting for maximizing ROI and continuously improving metrics.
Benefits of Brand Kompass
Brand Kompass is designed to provide brands with actionable, data-driven insights that go beyond traditional brand tracking. It offers a unique combination of brand affinity segmentation, ROI-driven targeting, and real-time diagnostics to help businesses maximize marketing efficiency and drive sustainable brand growth.
Providing Deeper Insights for Consistent Growth
Brand Kompass provides real-time, precise data with an individual-level brand equity measurement, allowing you to quickly adapt to changing markets. The brand tracking solution offers a detailed view at every touchpoint, helping you create targeted strategies that align with diverse consumer preferences.
Customer Segmentation by Brand Relationship
Our approach segments consumers based on their relationships with your brand. This results in actionable insights for targeting both users and non-users. By understanding brand relationships, you can develop personalized campaigns that build stronger, more authentic connections.
Measuring Results That Drive Strategic Action
Brand Kompass helps businesses evaluate brand health against key metrics like brand awareness, loyalty, and perceived quality. These nuanced insights help you enhance brand perception, strengthen customer connections, and implement strategic decisions for sustained growth.
Enabling Smarter Marketing Investments and Higher ROI
With deep profiling across geolocation, media habits, and retail behavior, Brand Kompass guides you in designing hyper-targeted campaigns. This results in higher conversion rates, improved retention, and smarter use of every marketing dollar.
Competitive Benchmarking and Market Positioning
Brand Kompass continuously compares your brand’s performance with key competitors, uncovering market gaps and emerging opportunities. Analyzing category trends and consumer behaviors, this comprehensive approach to brand tracking helps you gain the foresight to position your brand for long-term advantage.
Holistic Brand Health Tracking
From awareness and perception to usage and advocacy, Brand Kompass measures every factor that contributes to brand health. The brand tracking tool tracks media effectiveness, campaign resonance, and consumer sentiment shifts, giving you a 360° view of your brand health to make data-backed decisions.
Frequently Asked!
Why is brand equity tracking important for your business?
Brand health tracking is important for assessing your brand’s health, which is measured against metrics like perception, recall and market share. Brand equity tracking helps brands make informed decisions optimizing brand resources, increasing sales, expanding market share and improving ROI. Brand equity research is crucial for long-term competitiveness and sustained business success.
Is brand equity tracking relevant in today’s loyalty-free and convenience-led decision process of consumers.
With consumer behavior taking new shape post the COVID-19 pandemic, the recall and loyalty patterns have changed. However, the importance of brand equity and brand value continues to be relevant as always. Our brand equity model which is a product of all the dynamic shifts and evolutions in consumer behavior is built taking into account the new touchpoints in consumer journey and market movements, post pandemic. Our digital-first measurement and diagnostic tool takes a new-age route to ensure long-term brand equity building to create a positive impact in your sales and business sustainability.
How does Brand Kompass help improve marketing ROI?
One of the biggest challenges marketers face is spending efficiently—too often budgets are diluted across broad audiences with little impact. Brand Kompass solves this by identifying high-affinity consumer segments most likely to convert, engage, and remain loyal.
Through granular profiling that includes media habits, geographic preferences, and retail behavior, it ensures your campaigns are hyper-targeted and cost-effective. This not only reduces wasted spend but also increases conversions, retention, and long-term brand equity. In short, Brand Kompass gives you the intelligence to invest smarter, achieve better ROI, and justify every marketing dollar spent.
How is BrandKompass different from similar offerings?
We obtain self-rated consumer data on eight key characteristics that define trendSetters. With this data, we divide the sample into five broad groups, including the trendsetters. The trendsetter Index (TSi) allows us to gain insights into various types of data such as category drivers, consumers attitude, brand equity, brand usage, and others.
What types of business decisions does BrandKompass offer guidance on?
Along with capturing the market pulse for course correction and strong brand proposition, BrandKompass feeds as an innovation catalyst by detecting emerging trends and identifying new opportunities for growth. BrandKompass also brings deep-rooted information to present a comprehensive brand view for the right decision-making.
Is Brand Kompass suitable for all industries?
Absolutely. Brand Kompass is designed to be a scalable and customizable solution that adapts to the unique dynamics of different industries. Whether you are in FMCG, retail, e-commerce, technology, healthcare, or finance, it provides relevant and actionable insights into consumer perceptions and brand performance.
Its segmentation model is flexible enough to account for industry-specific drivers of loyalty, brand affinity, and competitive positioning, ensuring brands in any sector can optimize investments, strengthen brand affinity, and build long-term growth strategies that reflect their unique market and consumer context.Â