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Nielsen Launches Brand3, A Revolutionary, Integrated Brand-Management Consulting Service


In a major new step in its accelerating transformation into an integrated information services organization, The Nielsen Company today announced the launch of Brand3 - Brand Cubed - a revolutionary approach to managing brand performance and growth. The announcement was made at Nielsen’s annual Consumer 360 Conference.

Brand3 connects retail market measurement data, household panel information and customized 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 behavior and category performance. The service enables clients to fully evaluate brand sales and positioning, diagnose problems, identify opportunities, alter or adjust their marketing programs and monitor the results.

“Brand3 breaks the boundaries of conventional analytics and unscrambles complex networks of data to offer an entirely new approach to brand-management consulting,” said John J. Lewis, President & CEO, ACNielsen North America. “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 behavior 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.”

Brand3 is a flexible 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 behavior.
“An integrated understanding of consumers’ motivations and behavior can open up tremendous new marketing opportunities and revolutionize brand-management decision making,” said Deepak Varma, Senior Vice President, Nielsen Customized Research in the U.S. “This is a great example of Nielsen’s unique ability to apply comprehensive, proprietary combinations of information, advice and consulting to solving clients’ major marketing issues.”

Brand3 is a global service that was developed by Nielsen’s Customized Research team. It incorporates information from Nielsen products including Scantrack® retail measurement services, Homescan® consumer panels and Spectra® consumer targeting services.

Nielsen Customized Research, operating in more than 100 countries, provides clients with survey research, analytical and consulting services, including measures of consumers’ attitudes and purchasing behavior, segmentation, brand equity, pricing, packaging, advertising effectiveness, customer satisfaction & loyalty and other marketing issues.


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