Brand Monitoring

What Does Brand Monitoring Mean?

Brand monitoring is a business analytics process concerned with monitoring various channels on the web or media in order to gain insight about the company, its products, brand, and anything explicitly connected to the business. It is about monitoring the brand’s reputation and reception by the general public and the consumer base and targeted demographic.


Techopedia Explains Brand Monitoring

Brand monitoring deals with regularly and strategically investigating media and online resources in order to discover and eventually react to the different sentiments that you and your competitor’s brand are experiencing.

This means monitoring the brand’s reputation and proactively reacting to press and customer concerns and reactions in order to foster trust in the brand.

Main Benefits:

  • Identify and address infringers – Brand infringers are always looking at the name and popularity of brands in order to ride on their popularity. Monitoring allows a business to discover infringers who adopt brand and domain names that are confusingly similar to your own. Trademark law is supposed to protect consumers and brand owners from and unfair competition and brand monitoring is a way to enforce this.
  • Addressing competitor and consumer reactions – brand monitoring allows the business to react to consumer sentiment, positive or negative, which is usually expressed in social media, forums and complaints sites. This also allows the business to monitor competition representations of your own brand usually in the form of comparative advertising and negative reviews.

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Margaret Rouse

Margaret is an award-winning technical writer and teacher known for her ability to explain complex technical subjects to a non-technical business audience. Over the past twenty years, her IT definitions have been published by Que in an encyclopedia of technology terms and cited in articles by the New York Times, Time Magazine, USA Today, ZDNet, PC Magazine, and Discovery Magazine. She joined Techopedia in 2011. Margaret's idea of a fun day is helping IT and business professionals learn to speak each other’s highly specialized languages.