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Major Brand Management Launch for Nielsen
The Nielsen Group has launched Brand3 - 'Brand Cubed' - linking retail market measurement data, household panel information and customised survey results to provide clients with a holistic perspective of a firm or product's brand equity.
Podcast interview - Manjima Khandelwal, Senior VP of Nielsen Customized Research, talks about the new service.
The beliefs consumers hold about a brand, along with shopping style, purchase behaviour and category performance are brought together to enable clients to fully evaluate brand sales and positioning, while identifying problems and opportunities.
According to Alastair Gordon, Managing Director, Customised Research: 'Brand3 breaks the boundaries of conventional analytics and unscrambles complex networks of data to offer an entirely new approach to brand-management consulting.'
The global service was developed by Nielsen's Customised Research team and incorporates information from Nielsen products including Scantrack™ retail measurement services, Homescan™ consumer panels and Spectra consumer targeting services. The Coca-Cola Company has already signed up to use Brand3.
Nielsen is online at www.nielsen.com .
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