Click on a company name or scroll down the page to see more details about its specialisation in this area:
| Specialists | Have Expertise | ||
|
Research International Millward Brown Added Value Group Ziment Group |
IMRB Everystone (for financial services) |
| Research International |
Brands are symbols of the unique relationships that they create with their users. But those users are continually changing. People are becoming more demanding and less predictable, more inclined to question global brands.
Branding is still crucial to successful marketing, but it works in ever more subtle ways. The role of a brand is to create strong links between customers and companies.
At Research International we provide the marketing knowledge and consumer understanding you need to support this effort at every level, from fine-tuning brand positioning and communication, to the creation of a branding framework which underpins the entire marketing strategy. We enable our clients to build enduring, profitable brands. We offer a flexible framework for measuring and assessing aspects of brand equity, balancing the functional and emotional elements of a brand's appeal, and working out how price and service play a part.
| Millward Brown |
Millward Brown has unparalleled experience in helping clients understand the equity of their brands, whether at product, corporate or service levels. Since launching our BrandDynamics™ approach in 1996, we have conducted over 1,000 studies covering over 25,000 brands and have helped clients answer their business questions related to building and measuring brand equity in over 30 countries. The thinking behind our approach and the questions used to elicit responses from consumers and customers has been adopted by WPP in their global BrandZ, SportZ and ReputationZ studies which Millward Brown conducts on their behalf.
In addition, with Millward Brown Optimor the specialist brand and business valuation practice of Millward Brown, we are able to provide clients with the facts and figures needed to justify their brand strategy and investment decisions.
Applications include:
- Brand loyalty and strengths assessment
- Brand positioning and architecture
- Brand investment planning
- Benchmark and score card creation
- ROI on total brand investment
| Added Value Group |
Discover the feeling
People don’t desire brands. They desire the feelings and outcomes that brands will give them. So how does your consumer want to feel? Get a real understanding of this and you can encode your brand with the right signals to help people believe you can do it better than any other offer out there. Then you have an inspired, desired brand.
How we do it:
Navigate the brand
Our way of navigating a brand is unique. Understanding how your
brand makes customers feel, we can decode brand potential and
encode a desirable brand signature to create the perfect signals
at every touch point. It’s the way to build brand equity.
And we can measure and analyse that, too.
How we do it:
| Ziment (healthcare & pharmaceuticals) |
Ziment has considerable experience in this area and the company's From Compound to Profit suite of approaches, STRUCTUREZ and MDS, provide further information on how we can help.
| IMRB |
Businesses need to know where exactly their marketing spends are leading them. Coupled with this, they need to address the difficult question of "How to measure this intangible concept called the brand'?" This makes it one of the most difficult areas to research - and calls for significant expertise, R&D and validation with business results to make it meaningful for the marketer.
IMRB provides its clients with the unique advantage of in-depth local expertise coupled with access to one of the most advanced global research techniques in this field. To help companies better understand the equity of their brand, IMRB International, in collaboration with Millward Brown, offers a suite of products ranging from brand equity measurement (BrandDynamics™) to brand health tracking (Advanced Tracking Program™, or ATP™). Each of these products have been developed and validated on the basis of a huge body of empirical evidence gathered from all over the globe.
Our experience in India is impressive - over 500 ATP™ studies have been conducted, with 200+ programmes running currently. Similarly, we have completed over a 100 BrandDynamics™ studies in India to date.
In addition, using WPP's annual brand equity study (BrandZ), covering up to 18 categories in 40 separate studies, we are able to benchmark learnings for individual client studies.
| Everystone (for financial services) |
Successful brands are powerful tools and are fundamental to strategic decision-making. The last few years have seen the valuation of companies shift towards intangible assets and it should be aim of every brand to deliver measurable business value or equity. If a brand is effective that equity can be achieved in a number of ways:
- More effective customer acquisition, reducing marketing costs
- Greater customer loyalty, reducing attrition of the customer base
- A sustainable profit stream created by constant demand
- Being able to command a premium price for the product or service
- Greater resilience in tough trading conditions
- Negotiation power to protect margins
These companies also have relevant experience:
BPRI (for business to business markets)
Lightspeed Research
Mattson Jack (for healthcare & pharmaceuticals)
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