Nielsen launches Brand3 brand-management consulting service

The Nielsen Company announced the launch of Brand3 - Brand Cubed - a new approach to managing brand performance and growth. Brand3 connects retail market measurement data, household panel info 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 evaluate brand sales and positioning, diagnose problems, identify opportunities, alter or adjust their marketing programs and monitor the results. Brand3 is a flexible service that each client will be able to customize to address specific marketing situations. 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.