To carry out this brand tracking, the first step was to evaluate topics that, in addition to the classic questions on brand awareness and brand image, provide insights for the realignment of the client’s marketing activities. These topics are regularly surveyed in a representative poll of car owners. The market research team at Statista Q carried out all the necessary steps. In close cooperation with the client, a suitable study design was developed to answer the research questions and was then implemented by Statista Q. After a final quality assurance, the results of the brand tracking are analyzed in wave comparison and competitive comparison. After each implementation, the client receives the results in the form of a structured set of tables as well as a summary of the core results in the form of a results presentation.