Millward Brown, a global leader in brand, media and communications research, celebrated its five year journey in India with a client event to launch its new Brand Performance Programs - a suite of in-market brand performance measurement solutions based on the company’s “Meaningfully Different” brand equity framework.
Keynote speakers at the event included Millward Brown executives Gordon Pincott, Chairman Global Solutions; Shiv Moulee, Chief Client Solutions Officer, AMAP; Prasun Basu, Managing Director, South Asia; and Ms. Surekha Poddar, Managing Director, Mumbai.
Prasun Basu, Managing Director, South Asia said “We are delighted to celebrate our five year journey in India with the launch of Brand Performance Programs. Based on 40 years of our learning about what makes brands grow, the programs integrate best-in-class brand, creative and media channel research.
By building on our latest thinking, we have introduced a series of new and enhanced solutions which will help our clients manage their budgets more effectively and make informed decisions that lead to stronger, more profitable brands. We’re excited about bringing these innovative programs to our clients in India.”
The Meaningfully Different framework that underpins the new solutions is based on key new learning about how successful brands develop meaning, differentiate themselves and create salience. Millward Brown findings revealed that meaningfully different brands capture five times more volume, command a 13% price premium and are four times more likely to grow value share in the next 12 months, compared to brands lacking meaningful difference. In fact, meaningfully different brands are expected to grow value share an average of 6.9% per year.
Using this learning, Millward Brown has developed the next generation of brand metrics – Power, Premium and Potential – to provide brand owners with guidance on investment and brand strategy to deliver financial growth.
Consumer Decision Making Model
Brand Performance Programs are a suite of complementary solutions, each designed to address a specific business question with actionable recommendations that help clients take important investment decisions by:
Quantifying return on media investment
Providing a clear understanding of what is driving the brand’s current value and future potential
Guiding on deployment, development and planning of communication
Identifying in-market activation factors such as barriers and facilitators.
Speaking on the occasion Ms. Surekha Poddar, Managing Director, Millward Brown said, “Our new programs help marketers address their most central business questions in an elegant, flexible and cost-effective way. With a full understanding of a brand’s power, premium and potential, marketers can use innovative in-market tools to optimize brand performance and financial growth.”
She concluded; “We are grateful for the clients who have been part of our five year journey and look forward to working together over the next five, and beyond, as we help clients grow great brands”