Brand-Image Tracking

Using a tracking tool for more differentiation in brand communication!

We want to use artificial intelligence to help illuminate the appeal and competitive differentiation of destination brands. Our new tracking tool offers a more interactive look into the seasonal communication strategy of your destination and its competitors.

By analyzing dozens of destination brands in various countries, our AI-based Brand-Image Report provides a unique comparison of which of your own peak performances stand out in the competition — and which are particularly attractive to relevant target groups.

63% of 14- to 49-year-olds book their vacations primarily online, leaving behind a lot of traces on the internet...

For young target groups in particular, a destination's brand image in the online world, especially on social media, is becoming an increasingly important factor in their choice of travel destination.

Using artificial intelligence, we capture the brand positioning of 55 destination brands from a wide range of internet sources — from websites and travel portals to social media. We analyze the needs of travelers who interact with these brands or leave reviews.

Our report helps to improve your own brand positioning in light of different target group needs (e.g., by country or generation) and to recognize changes in the competition early.

Strong brand, strong impact: The 3-Pillar model of AI analysis

By dividing it into three subject areas (attractiveness, differentiation, consistency), we provide an overview of the "status quo" of your destination brand in the online world and identify potential areas to build on your own strengths.

-> Attractiveness: Different target groups find different themes and content to be attractive!

-> Differentiation: It's challenging to set yourself apart in terms of content within the competition — and therefore to stay top-of-mind!

-> Consistency: Only the long-term communication of the same values sharpens the brand image in people's minds!

We track 4 dimensions and compare what a destination communicates with what the target audience finds appealing.

-> What themes does the destination address in texts on its website and on social media (e.g., sports, relaxation, family, culinary, ...)?

-> What visual motifs does the destination convey with images and video (e.g., mountain landscapes, wellness, culinary, ...)?

-> What attributes does the destination use to describe itself (e.g., glamorous, artistic, action-packed, wild, ...)?

-> Which needs does the destination appeal to through tonality and communication (e.g., proximity, practicality, adventure, ...)?

PDF Report or Digital Tracking Software

Our AI Brand-Image Tracking is available in two versions:

PDF-Reporting

-> Approx. 40 pages of insightful information
-> 3 measurements per season
-> Individual benchmark
-> Analysis of the industry and competitor advertising behavior
-> Derived communication recommendations
-> ...

Interactive Dashboard

-> Proprietary brand elements instead of fixed themes
-> Interactivity
-> One-stop insights
-> Expertise & context
-> Traffic light visualization
-> Time savings
-> Continuous optimization
-> ...

These are the advantages of our AI report

-> Tracking Brand Strategy: With three measurements per quarter, you get a tool to track the exact percentage of your current communication strategy over time.

-> Developing Target Audience-Specific Campaigns: Our analysis makes it easy to identify attractive themes and motifs by gender, generation, or country of origin. Use this information for tailored target group campaigns, for example, with different themes on TikTok or Facebook.

-> Recognizing Industry Trends: Regular communication tracking ensures that changes in the competition don't go unnoticed. Early on, you can see which themes are being used more compared to the previous year and capitalize on growing trends.

-> Proprietary Brand Elements Instead of Fixed Themes: In addition to our standard dimensions, you can add your own elements to the tracking, such as your brand positioning, peak topics, etc.

-> Interactivity: Select seasons, competitors, and target groups to explore or export the data as you wish.

-> One-Stop Insights: The dashboard can bring all your communication channels together. This means you have everything in one place, instead of having to use ad managers, analytics tools and other platforms.

-> Expertise & Context: As always, at the end of each season, we provide an expert summary in report form and are available for an appointment or a video call upon request.

Management

-> Progress even with a small advertising budget:
With our KPIs that go beyond mere "awareness," you can track the organic attractiveness of your brand in the competition.

-> High-level overview:
Instead of CPC, engagement rate, and so on, you have three clear metrics in a simple traffic light color system: attractiveness, differentiation, and consistency.

-> Quickly identify trends:
By analyzing the communication of over 60 destinations, it's easy to spot when the competition is setting new priorities in how they address travelers.

Brand Manager

-> Time savings:
Instead of using different tools, we capture all communication channels in one place — from posters to social media.

-> Bridge between strategy and day-to-day work:
Developing your brand strategy was expensive — our tracking ensures that it is reflected in every communication touchpoint.

-> Data-driven creative work:
Target group preferences, communication priorities, etc.—our reporting provides the data-based status quo for internal persona workshops, strategy meetings and more.

Social Media -Manager

-> Inspiration:
The fully automated tracking of competitor communication provides concrete post ideas that can be adapted for your own brand.

-> Translating strategy:
You want to reach Generation Z, but how? By measuring which themes, motifs, and so on are attractive to different target groups, we offer measurable recommendations for compelling communication content.

-> Interactive:
Thanks to our tracking software, competitors can be compared individually and in detail, exactly as needed.

Valuable insights

Identify your most attractive and differentiating brand elements — for even more impactful content.

Continuous optimization

"Measure – Implement – Repeat" approach for continuous improvement of your creative and strategic brand work.

Time savings

Automatic data collection, filter functions, and high-level reporting for management drastically reduce manual effort.

Holistic analysis

Evaluating paid and organic content for brand performance.

Brand-Image Tracking

NEW!
Get your free software trial version! now!

Next-Level brand communication for ski destinations!

63% of 14- to 49-year-olds book their vacations primarily online, leaving behind a lot of traces on the internet...

Strong brand, strong impact: The 3-Pillar model of AI analysis

We track 4 dimensions and compare what a destination communicates with what the target audience finds appealing.

PDF Report or Digital Tracking Software