As consumer needs and behaviours evolve quickly, is your brand creating a sense of future relevance and vitality? In this session we'll share our unique approach to brand health measurement which goes beyond traditional brand equity.Join this webinar and gain fresh perspectives and insights on:Why it's critical for brands to create a strong sense of future relevance and vitality that goes beyond traditional brand equity.How to take a more holistic view of brand health and leverage for future success.Our very latest consumer research on the relative brand health strength and positioning of leading brands in key sectors.How to measure the relative strength of your brand vs competitors using the Toluna Start real-time insights platform.
Using lessons learned from managing mainstream brands including Budweiser and Transformers, Len Dunne will show how Elivar is using both qual and smart data to create brand awareness and plan for global domination.
Suze is a traditional French aperitif, born in 1889. The iconic logo and the yellow brand colours are well known from posters, brasserie carafes and wall murals in French towns. But the brand itself had become quite dated. Suze was increasingly only seen as the 'drink my grandmother drunk'. Not an exciting proposition for young drinkers. But the brand owners at Pernod Ricard saw a potential to revive this brand with its long history. After the success story of Lillet (at its outset another centenarian sleeping beauty), there was a vision to reawaken the Suze phoenix. But how? And above all for whom? With this very open scope for the project, we soon realised that we would have to look at a possible future strategy from a number of different perspectives. From the brand and the future audience perspective. And from the point of view of the current market and its projected future.
Using lessons learned from managing mainstream brands including Budweiser and Transformers, Len Dunne will show how Elivar is using both qual and smart data to create brand awareness and plan for global domination.
This paper outlines our quest to design the perfect icon for use in surveys and understand more about the effective role of visuals in surveys.
This presentation will present the result of some ground breaking primary research exploring the communication power of icons and infographics in both the gathering and communication of research data.
Heineken, one of the worldâs largest beer brands, has deep roots in Africa, Algeria, Egypt, Tunisia and The Middle East. In traditional markets like North America and Western Europe, growth rates are stagnant. Emerging markets, like Africa and Tunisia, have a relatively low consumption rate but a high growth rate; it has become clear that these are the new battlegrounds for beer. It is of crucial importance to win mindshare and develop brand awareness and loyalty. Heineken is a shining example of utilising mobile technologies to achieve this goal.
How people find a company or product brand on the Internet is a major question if one intends to use the Internet to build brand awareness, perception and loyalty. In order to find an answer to this question, a study was conducted among a large sample of European Internet users in November 2000, asking about their search behavior and patterns. The study concluded that there are four ways of searching for information on the Internet that differ strongly per product category. Based on these results strong recommendations were given to several companies to adapt their online branding strategies in order to improve the effectiveness of branding efforts.
To date, the majority of research metrics have been largely geared towards direct marketers. Recently more tools are becoming available to allow organizations to measure the brand effectiveness of their online campaigns using relevant metrics such as brand awareness, advertising awareness, element recall and purchase intent. By arming organizations with this knowledge, research can help marketing organizations better understand the ROI of their advertising initiatives. This paper examines one example of online brand advertising measurement. In this case the direct correlation between frequency and relevant brand metrics is studied.
Streaming Media is the generic name for software solutions that allow the delivery of audio and video content over the Web. An exciting new online advertising medium involves using Streaming Media to present videostyle advertisements to Internet users. Many reviews of online advertising effectiveness suggest it fails to build brands, yet few commentators offer substantive evidence to support this position. In March 1999, Millward Brown Interactive conducted the first Streaming Media test on behalf of RealNetworks and their client 800.com. The results showed a very strong, statistically significant increase in ad awareness and brand awareness. Further, endorsement of seven out of ten image attributes increased significantly. Since this first test, other Streaming Media ads have been tested with similar results. This paper reviews evidence from online survey research results demonstrating that Streaming Media ads can have a brand building effect. On average, Streaming Media appears to be five times more effective than the traditional Ad Banner, and qualitative comparisons suggest that it is at least as impactful as TV advertising.
The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models. The toughest test of a radio campaignâs success, however, is measuring the additional sales it generates for the advertised brand. It has been possible for some years now to study the sales impact of TV campaigns based on analyses of single source panels. The launch of AC Nielsen Single Source PLUS Radio in spring 2000 allows the efficacy of German radio campaigns to be evaluated. This analysis tool is capable of providing a detailed evaluation of the effectiveness of a radio campaign, based on the parameters of spot effectiveness, insertion effectiveness and campaign effectiveness. The results of analyses performed to date on radio campaigns indicate that the influence factors in radio campaigns are broadly comparable with those at work in TV campaigns. Findings from single-source research also confirm that insertion strategies based on recency planning are particularly effective.