The WPP group and its member companies today launched BRANDZ, a research tool that helps clients to evaluate and develop their brands worldwide. The method analyses consumer loyalty and is capable of predicting likely changes in market share.
WPP invested $6 million on the initial stages of this consumer market research study which quantifies the strength of brands, diagnoses the factors behind consumer loyalty and enables clients to refine their market activities by ‘benchmarking’ their brands and better understanding the strengths and potential of co-branding partners. The research evaluates 3,500 corporate and product brands, with interviews of 70,000 consumers across 7 major world markets.
John D Hayes, executive vice president, Global Brand, American Express, commented: “I think it will be a terrific tool for our agencies to help us work together in strengthening our brand franchise and creating new consumer markets.”
WPP: 0171 408 2204
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