A brand equity model developed by Millward Brown, Brand Dynamics uses a vast cumulative database to make the multi-faceted analysis of brands possible, such as their positioning, strengths, and weaknesses.

A brand tracking survey characterized by its convenient data collection method (In principle, involving weekly tracking).In combination with Brand Dynamics™ described above, Dynamic Tracking can be utilized in a variety of practical ways, such as analyzing changes in competitiveness and measuring the effectiveness of promotions.