TRA brand tracking measures the full brand funnel, brand equity and the specific associations that drive choice in your category. Standard funnel measurement covers unprompted and prompted awareness, consideration, usage and preference. Brands, categories and associations are not capped at a pre-set list of five; you measure what actually matters to your business. And because each program is designed around your brand, we can scale to include additional modules and custom ongoing measures.
Modules include: Category Entry Points for mental availability at purchase occasions, Creative Edge for campaign effectiveness, Customer Experience (CX) tracking for sentiment, expectation, delivery and loyalty to understand which experiences drive the most impact and where to direct investment, market and competitor metrics like share of wallet and market share and ad-hoc questions when a specific business question arises.
Brand equity is measured through Brand Edge, TRA's emotional equity framework, structured around Fit, Energy and Purpose. Trust is captured as an explicit construct within Fit – not absorbed into another dimension, as it is in other established models.