The Hindu Business Line : Nielsen launches brand management service

Brand3 connects 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 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, often refer to key data available from different sources," said Mr Sarang Panchal, Executive Director (Customised Research), South-East Asia for ACNielsen, a division of The Nielsen Company. "The need of the day is the ability to integrate these data to get a holistic view that is actionable. Our global research team has developed a solution under Brand3."

Brand3 is a flexible service that each client will be able to customise to address specific marketing situations, working in consultation with Nielsen experts.

For example, when applied to evaluate disappointing results from a recently launched product, the steps in a Brand3 implementation might include recommendations on how to invigorate a stagnant category or stem declining category sales; 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, and consumer segmentation analyses to link consumers' attitudes and purchasing behaviour.