Devina Joshi

FCB Group’s Cogito Consulting set to unveil ‘brand relationship’ tool in India

The tool, called ‘Brand Relationship Style Monitor’, is a quantitative tool that has been implemented successfully in over 10 countries round the world. It is being unveiled in India for the first time

The FCB Group is all set to unveil its tool for building brand relationships, loyalties and profitability, called ‘Brand Relationship Style Monitor’ (BRSM), for the first time in India. The formal launch will take place in Mumbai on December 20. The launch will witness the presence of over 50 people from the marketing fraternity.

The tool, created by FCB Group’s Cogito Consulting, has been used successfully by over 10 countries worldwide over the last two years, including the US, the UK, Brazil and China.

MG Parameswaran, executive director, FCB Ulka, says, “The tool is essentially about creating and managing brand relationships. It deals with aspects such as how consumers relate to brands… do they merely treat brands as a money transaction? Or do they trust the brand and consider it a friend? This tool helps in uncovering all that and more. Indian marketers will be quite surprised by some of the facts that are likely to be revealed with this tool.”

The BRSM is a quantitative tool that has been developed through an extensive study of 1,63,000 consumer brand relationships across 342 brands and 45 categories. In India, the tool will be launched by studying eight categories and more than 2,400 brand-mapping scores.

The BRSM is designed to understand the nature of customer relationships with brands. It measures the intensity of these relationships, thereby helping the study of relational branding. The tool provides insights for improving three aspects: brand relationships, brand loyalty and profitability.

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