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28 May 2007
Mumbai, India
In a major new step in its accelerating transformation into an integrated information services organization, The Nielsen Company today announced the launch of Brand3 - Brand Cubed - a revolutionary approach to managing brand performance and growth.
Brand3 connects retail market measurement data, household panel information and customized survey research to provide clients with an integrated perspective of brand equity – in essence, the beliefs consumers hold about a brand – together with shopping style, purchase behaviour and category performance. The service enables clients to fully evaluate brand sales and positioning, diagnose problems, identify opportunities, alter or adjust their marketing programmes and monitor the results.
“Most clients in India, especially the ones who require managing a larger portfolio of brands, across as well as within their group’s brands often refer to key data available from different sources. The need of the day is the ability to integrate these data so as to get a holistic view that is actionable. Our global research team has developed a solution under Brand3 ” said Sarang Panchal, Executive Director, Customized Research South East Asia for ACNielsen, a division of The Nielsen Company.
“Brand3 breaks the boundaries of conventional analytics and unscrambles complex networks of data to offer an entirely new approach to brand-management consulting,” said Alastair Gordon, Managing Director, Customized Research Asia Pacific, The Nielsen Company. “This is the first service that delivers a truly three-dimensional understanding of their brands to clients – the attitudes that consumers’ hold in their minds about a brand, their actual purchasing behaviour and the place the brand holds within a product category. We are blending our advanced, proprietary customized research capabilities, our continuous market measurement and analytical research and our consultative expertise to help our clients develop unique and optimal marketing strategies for each of their brands.”
Brand3 is a flexible service that each client will be able to customize to address specific marketing situations, working in consultation with Nielsen experts. Applied, for example, to evaluate disappointing results from a recently launched product, the steps in a Brand3 implementation might include:
- Recommendations about how to invigorate a stagnant category or stem declining category sales;
- An integrated analysis that probes whether the product is achieving sales that are consistent with its brand equity;
- Development of brand-building strategies that link increases in brand equity among consumers to market-share growth;
- Insights into promotional strategies, such as whether the brand has been over-promoted and would benefit from a larger investment in long-term brand building;
- Strategies to engage shoppers pre-store and in-store to drive brand growth;
- Consumer segmentation analyses to link consumers’ attitudes and purchasing behaviour.
“An integrated understanding of consumers’ motivations and behaviour can open up tremendous new marketing opportunities and revolutionize brand-management decision making,” said Mr.Gordon. “This is a great example of Nielsen’s unique ability to apply comprehensive, proprietary combinations of information, advice and consulting to solving clients’ major marketing issues.”
Nielsen Customized Research, operating in more than 100 countries, including India, provides clients with survey research, analytical and consulting services, including measures of consumers’ attitudes and purchasing behaviour, segmentation, brand equity, pricing, packaging, advertising effectiveness, customer satisfaction & loyalty and other marketing issues.
About ACNielsen
ACNielsen, a division of The Nielsen Company, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behaviour. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.co.in.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.
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