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The power of brands is immense - strong brands lead to customer loyalty and company profitability. They do this by building the right knowledge base amongst consumers. Brands with the greatest equity are the most profitable because their customers are willing to pay higher prices for the product, and have a closer relationship with the brand.
In today’s competitive marketplace, some brands stand out above the clutter. Market leaders understand the power of their brands and are continually evaluating this critical asset. ACNielsen I Winning Brands is a management tool used to help you maximise the equity of your brands.
Developing a strong brand isn't easy. A brand needs to be developed and nurtured for it to become long-lasting and powerful. Strong brand equity means:
- Loyal customers
- Price advantages
- Greater trade co-operation
- Brand extension potential
- Licensing opportunities
- Lifetime profitability
ACNielsen I Winning Brands tracks the underlying strength of the relationship between the customer and the brand, and uses this to create effective strategies to enhance that relationship. At the same time, it provides monitoring to protect and improve the brand's health as often as is required.
Use ACNielsen | Winning Brands to:
- Build deeper relationships with your consumers
- Monitor and understand changes in brand performance over time
- Assess the impact of marketing activity on your brand’s equity
- Identify opportunities and threats to your brand – not just from competitors but from the category as a whole
- Determine the long-term potential of your brand and it’s competitors
The ACNielsen | Winning Brands Brand Equity Model measures brand equity for all brands in a category and shows what the drivers of brand equity are in that category, and their relative importance. Together with information about brand performance on the drivers and knowledge of the brand and market, the model is used to set an appropriate strategy to maximise brand equity and profitability.
Around the world regular ACNielsen | Winning Brands surveys enable marketers to:
- Understand your categories better by monitoring category usage, occasions and attitudes
- Track your brand versus the competition in relation to consumer measures such as brand awareness, knowledge, consideration and usage
- Track the image of your brand versus the competition
- Gauge the effectiveness of your own marketing activity in terms of cut-through, message communication and fit with the brand
- Assess the impact of competitive activity
- And most importantly, integrate these findings to create better brand management strategies
A complete brand equity toolkit
ACNielsen | Winning Brands is a suite of products designed to help you build profitability. It includes:
- Brand Equity Framework – Enables you to build profitability and loyalty
- Modeling & Analytics – Enables optimised decisions
- Marketing Activity Coverage – Provides accountability and reassurance
- Top Level Indices – Concise reporting to all stakeholders
- Detailed Diagnostic Model – Actionable recommendations
- Flexible design – Can match any reasonable budget
- Integration of Services – Gives you extra insights and value
When incorporated with other ACNielsen market measurements such as advertising spend or sales, Winning Brands becomes a powerful tracking and management tool providing a comprehensive overview of the market and one’s own brand.
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