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Nielsen Extends Brand Worldwide
The chairman and CEO of VNU media research business, Michael P. Connors, has announced that the Nielsen brand name is to be expanded to all international markets and also linked to the company's global entertainment information businesses.
In a release earlier this week, Connors detailed the company's three-step branding initiative. Firstly, Nielsen Media Research in the U.S. will be united with ACNielsen Media International in 40 countries under the brand name Nielsen Media Research.
Secondly, the 'Nielsen' name will also be co-branded with VNU's entertainment information businesses under the Nielsen Entertainment umbrella. This means that most sections will be re-named with the title 'Nielsen' represented. For example, The National Research Group will become Nielsen NRG, VideoScan will become Nielsen VideoScan, and Entertainment Marketing Solutions will become Nielsen EMS. Lastly, a new Nielsen visual identity/signature will be introduced later this year.
Famous for its television ratings and advertising intelligence services in the U.S., the Nielsen Media Research brand name will replace ACNielsen Media International in 40 markets. This is critical to the plan for a seamless global media measurement business. Nielsen Media Research and ACNielsen originally separated in 1996 following their spin off from Dun & Bradstreet. They are now part of VNU since being acquired by that company in 1999 and 2001 respectively.
'By re-uniting the two Nielsen companies,' said Connors, 'we are creating a single worldwide media measurement brand. This represents a first step in the process of leveraging our technology, software and production systems on a global basis, thus assuring a global standard of quality measurement and services of superior value to clients.'
Connors continued, 'Extending the Nielsen brand to the entertainment information businesses in the VNU MMI Group reflects not only the inherent strength of the Nielsen name, but is an important step in the company's new strategic direction to synergize its entertainment business and assets under the Nielsen Entertainment umbrella.'
He concluded, 'Under a common brand name, our media and entertainment information businesses will be able to work more closely together to integrate data and information, develop new services and provide our clients with greater insight.'
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