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The power of brands is immense - strong brands lead to customer loyalty and company profitability. They do this by building the right knowledge base amongst consumers. Brands with the greatest equity are the most profitable because their customers are willing to pay higher prices for the product, and have a closer relationship with the brand.
Developing a strong brand isn't easy. A brand needs to be developed and nurtured for it to become long-lasting and powerful. The effort is worth it. Strong brand equity means:
- loyal customers
- price advantages
- greater trade co-operation
- brand extension potential
- licensing opportunities
- more effective communication
- lifetime profitability
- higher market capitalisation/valuation
To help our clients achieve sustainable competitive advantage with their brands, ACNielsen has developed a management tool to maximise the power and potential of these prized assets - ACNielsen | Winning Brands.
This unique service tracks the underlying strength of the relationship between the customer and the brand, and uses this to create effective strategies to enhance that relationship. At the same time, it provides monitoring to protect and improve the brand's health as often as is required.
Use ACNielsen | Winning Brands to:
- Build deeper relationships with your consumers
- Monitor and understand changes in brand performance over time
- Assess the impact of marketing activity on your brand’s equity
- Identify opportunities and threats to your brand – not just from competitors but from the category as a whole
- Determine the long-term potential of your brand and it’s competitors
The ACNielsen | Winning Brands Brand Equity Model measures brand equity for all brands in a category and shows what the drivers of brand equity are in that category, and their relative importance. Together with information about brand performance on the drivers and knowledge of the brand and market, the model is used to set an appropriate strategy to maximise brand equity and profitability.
For Single Markets or Comparison Across Countries
ACNielsen | Winning Brands is a modular service which can be scaled up or down according to the marketing issues faced, and the unique needs of specific industry groups. Every study is tailored to suit each individual client.
In addition to providing key information in single markets, it can also provide global analysis and comparability across countries to facilitate global or regional strategies for multi-national clients.
As well as providing the inputs you need to manage your brands, ACNielsen | Winning Brands enables you to focus on advertising activity alone, or on a wider range of influences such as promotions and sponsorship.
Around the world regular ACNielsen | Winning Brands surveys enable marketers to:
- Understand your categories better by monitoring category usage, occasions and attitudes
- Track your brand versus the competition in relation to consumer measures such as brand awareness, knowledge, consideration and usage
- Track the image of your brand versus the competition
- Gauge the effectiveness of your own marketing activity in terms of cut-through, message communication and fit with the brand
- Assess the impact of competitive activity
- And most importantly, integrate these findings to create better brand management strategies
We have trained and experienced ACNielsen | Winning Brands professionals in every region of the world.
What We Know From Experience
ACNielsen | Winning Brands was developed in consultation with Professor Kevin Keller and Professor John Roberts, world leaders in brand equity thinking, and has since been applied in hundreds of studies with some of the world’s leading companies.
The result is a proven system for telling you how strong your brand is, and how to strengthen it. ACNielsen | Winning Brands delivers greater understanding of:
- how your marketing activity helps to build brand equity
- whether your advertising is meeting your objectives, and if not, how to change it
- what’s important in your category
- how your category is doing, whether it needs managing and how, and what opportunities and threats you can expect in the future
* Professor John Roberts, Director, Australian Graduate School of Management, University of NSW
The Link Between Loyalty and Profitability
What consumers know and feel about your brand determines how they will react to it in the future. This disposition towards the brand – when compared to an unknown or generic – is its brand equity. Brands with the greatest equity are the most profitable because their consumers are more loyal and willing to pay more for the product.
Strong brand equity enables you to have:
- more effective marketing communications
- greater brand support from retailers and intermediaries
- additional revenue opportunities such as brand extensions, licensing and merchandising
A Complete Brand Equity Toolkit
ACNielsen | Winning Brands is a suite of products designed to help you build profitability. It includes:
- Brand Equity Framework – Enables you to build profitability and loyalty
- Modelling & Analytics – Enables optimised decisions
- Marketing Activity Coverage – Provides accountability and reassurance
- Top Level Indices – Concise reporting to all stakeholders
- Detailed Diagnostic Model – Actionable recommendations
- Flexible design – Can match any reasonable budget
- Integration of Services – Gives you extra insights and value
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