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NIELSEN LAUNCHES BRAND3, A REVOLUTIONARY, INTEGRATED BRAND-MANAGEMENT
CONSULTING SERVICE End-to-end solution connects brand equity, shopping style, purchase behavior and category
performance to drive brand growth May 21, 2007, Hong Kong: 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.
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 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. “Brand3 breaks the boundaries of conventional analytics and unscrambles complex networks of data
to offer an entirely new approach to brand-management consulting,” said Alastair Gordon, Managing
Director, Customized Research Asia Pacific, The Nielsen Company. “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 behaviour can open up tremendous
new marketing opportunities and revolutionize brand-management decision making,” said Mr
Gordon. “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. Early clients for Brand3
include The Coca-Cola Company. 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. About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and
recognized brands in marketing information (ACNielsen), media information (Nielsen Media
Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and
the newspaper sector (Scarborough Research). Nielsen’s Customized Research team 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 in all markets worldwide.
The Nielsen Company is privately held, has more than 42,000 employees and is active in more than
100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more
information, please visit, www.nielsen.com.
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