Indiantelevision.com Team

(28 May 2007 1:00 pm)

MUMBAI: The Nielsen Company has announced the launch of Brand3 - Brand Cubed - an end to end approach to managing brand performance and growth. 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 ACNielsen Customized Research South East Asia for, a division of The Nielsen Company, executive director Sarang Panchal.

Brand3 is a 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.

"Brand3 breaks the boundaries of conventional analytics and unscrambles complex networks of data to offer an entirely new approach to brand-management consulting," said The Nielsen Company, Customized Research Asia Pacific managing director Alastair Gordon.

"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."

"An integrated understanding of consumers' motivations and behaviour can open up tremendous new marketing opportunities and revolutionize brand-management decision making," said Gordon.