Does your brand have the energy to compete?

Andy Farr

Describes the Millward Brown brand equity measurement system using BrandDynamics. The approach was applied to brands in over 50 categories in seven world markets, and resulted in the BRANDZ global equity database (some 3,500 brands).

Does your brand have the energy to compete?

Andy Farr shows how Millward Brown worked with WPP to develop a brand equity tool that can help guide marketing strategy

Andy Farr

Marketing brands today is getting more difficult. Consumers have access to more communication channels, more information and, with the rise of the Internet, brands are more globally available and more dynamic. In this environment only the brands that can build strong and unique relationships with the consumer, as well as delivering good product performance, will survive.

To successfully manage complex investment and marketing decisions across a portfolio of...

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