The Nielsen Co. has
launched a brand management consultancy service, Brand3 (Brand Cubed), which aims to be an approach towards managing brand performance and growth.
Brand3 hopes to connect retail market measurement data, household panel information and customised 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 will enable clients to fully evaluate brand sales and positioning, diagnose problems, identify opportunities, alter or adjust their marketing programmes and monitor the results.
Brand3 is a service that each client will be able to customise to address specific marketing situations, working in consultation with Nielsen executives. Applied, for example, to evaluate disappointing results from a recently launched product, the steps in a Brand3 implementation might include several recommendations. These include 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, and so on.
"An integrated understanding of consumers' motivations and behaviour can open up tremendous new marketing opportunities and revolutionise brand management decision making," says Alastair Gordon, managing director, customised research, Asia Pacific, The Nielsen Co.
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