Millward Brown celebrates 5-year journey in Indiahttps://indianexpress.com/article/news-archive/web/millward-brown-celebrates-5year-journey-in-india/

Millward Brown celebrates 5-year journey in India

The global research agency launches new brand equity framework and brand performance programs.

Leading global research agency Millward Brown celebrated its five year journey in India by launching its new brand performance programs,a suite of in-market brand performance measurement solutions based on the company’s ‘meaningfully different’ brand equity framework.

The 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 ‘meaningfully different’ 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,compared to brands lacking meaningful difference. In fact,meaningfully different 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.

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“We are delighted to celebrate our five year journey in India with the launch of Brand Performance Programs. Based on 40 years of our learning about what makes brands grow,the programs integrate best-in-class brand,creative and media channel research,” said Prasun Basu,Managing Director,South Asia,Millward Brown.

Speaking on the occasion Subhransu Rout,Managing Director,Delhi & Head Client Solutions,India,said,“Our new programs will help marketers address their most central business questions in an elegant,flexible and cost-effective way.”