Millward Brown Unveils Brand Success Framework

Millward Brown has developed a model which it claims 'cracks the code' for how brands drive financial growth for their organisations.

Following a year-long study of more than 50,000 brands, the company has introduced the new 'Meaningfully Different Framework', which it says will serve as the backbone for all its existing solutions and brand advisory services. The first offer to use this model is the company's signature BrandDynamics solution, which will launch in April.

As part of the initiative, Millward Brown explored brand performance across three dimensions: beliefs - covering survey-based attitudes on the brands; brains - using neuroscience research to uncover how ideas and emotions shape consumer predisposition to brands; and behavior - validation of a new brand equity model using behavioural data at respondent level.

The framework is based on new learning about how successful brands develop meaning, differentiate themselves, and create salience. Millward Brown says this is the basis for 'next generation' brand metrics - 'Power, Premium and Potential' - providing brand owners with guidance on investment and brand strategy to deliver financial growth.

Following the re-launch of BrandDynamics, Millward Brown will integrate the framework into all aspects of its offer, including a reinvention of brand tracking.

Sue Elms (pictured), EVP of Global Brands, comments: 'We genuinely understand what makes a brand strong and have research-backed evidence to show this - and we're proud to be leading the industry in this transformation. By building on our latest thinking, we will introduce a series of new and enhanced solutions during the first half of 2013, that will help our clients manage their budgets more effectively and make better brand and communications decisions, faster.'

Web site: www.millwardbrown.com .