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Building
Successful Brands
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Frank
Martell
President, ACNielsen Asia Pacific
The concept of branding a product began as early as the sixteenth
century. Since those early times, building and maintaining strong
brands have been the hallmarks of all successful companies.
Building the right relationship between the brand and its consumers
creates successful brands. Brands with the greatest equity are
the most profitable because their customers are generally more
loyal and willing to pay higher prices for the product, and
have a closer relationship with the brand.
Introducing new products and building strong brands is an imperative
for successful companies. Companies must work harder to build
and, importantly, to maintain their brands. Building the right
relationship between the brand and its consumers is crucial.
In this issue of Insights, we have drawn on ACNielsen's 80 years’
experience in market research and our proprietary brand health
research models, to provide you with some insights into brand
health management.
In this issue we review a number of case studies demonstrating
how market share can be driven by strengthening the underlying
drivers of brand equity and the use of other marketing techniques.
In addition, we provide insight into the decision-making process
of consumers and what characterises a ‘good’ brand.
We also outline the rapid and successful growth of local brands
in fast emerging China.
For retailers, building store equity is increasingly more important
as consolidation and the expansion of the modern trade increases.
Through our ACNielsen ShopperTrends study, for the first time
we are able to demonstrate the importance of store equity to
retailers by examining consumer loyalty and their willingness
to pay a premium to shop there. We look at the drivers of store
equity, how to build store level customer loyalty and chain
level brand awareness.
ACNielsen is committed to help our clients achieve sustainable
competitive advantage through our large array of research techniques
and services, including brand equity management systems, and
our unmatched geographic footprint. We are here to serve you
as you build your business and your brands.
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More
Trends & Insights
Managing
Brand Health for Profitable Growth
What
the ACNielsen | Winning Brands Normative Database Tells Us About
Strong Brands
Take a Tip
from the Locals: Unconventional Marketing Mix Works in China!
Brand Equity
vs In-Market Performance: Strategies for Growth
How Consumers
Identify a Good Brand
The Retail
Store as a Brand
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