Keynote speakers at the event included Millward Brown executives Mr. Gordon Pincott, Chairman Global Solutions, Mr. Prasun Basu, Managing Director, South Asia, and Mr Subhransu Rout, Managing Director, Delhi & Head Client Solutions, India.
Prasun Basu 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 percent 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 Mr Subhransu Rout 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.”
He 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”
About Millward Brown:
Millward Brown is a leading global research agency specializing in effective advertising, strategic communication, media and brand equity research. Millward Brown has helped its clients build strong brands and services through a set of comprehensive research-based qualitative and quantitative solutions. We have 88 offices in 58 countries. Our additional specialist practices include Dynamic Logic (global leader in measuring digital marketing effectiveness), a network of media experts (measuring mass media effectiveness), Firefly (our global qualitative network), The Neuroscience Practice (using neuroscience to optimize the value of traditional research techniques) and Millward Brown Optimor (focused on supporting clients to maximize their return on brand and marketing investments). Millward Brown is part of Kantar, the insights, information and consultancy division of WPP.
