Millward Brown, a global leader in brand, media and communications research, recently celebrated its five year journey in India and launched Brand Performance Programmes (BPP).
It’s a suite of complementary solutions, each designed to address a specific business question with actionable recommendations that help clients take important investment decisions.
Prasun Basu, managing director, South Asia, Millward Brown, said: “The programmes integrate best-in-class brand, creative and media channel research. By building on our latest thinking, we’ve introduced a series of enhanced solutions which will help our clients manage their budgets more effectively and make informed decisions that lead to more profitable brands.”
The ‘Meaningfully Different’ (MD) 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 MD brands capture five times more volume, command a 13 per cent price premium and are four times more likely to grow value share in the next 12 months. Also, MD brands are expected to grow value share an average of 6.9 per cent 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.