For a number of years, Nunwood has been working with the world’s no. 1 manufacturer of household cleaning products. Their business strategy is focused predominantly on their power brands, being the market leaders in terms of innovation, and heavy media investment.
Without strong equity, a brand is susceptible to short-term success with no guarantee of longevity and dominant market share.
Therefore it is vital for any brand to be able to establish itself in the minds of the consumer on the following dimensions: Social, Personal, Dynamism, Price and Brand Relevance.
The Global Insight division at Nunwood conducts a monthly Brand Equity Tracker for this client across 10 categories: 800 customers are surveyed face to face. These results are disseminated throughout the organisation from Market Research Directors to Brand Teams through to Category Managers (both at a local and global level) automatically via Nunwood’s online insight management system Fizz.
Results are used by the client to monitor trends and significant changes in order to plan strategies including setting their future KPIs, and forecast any changes in market conditions. Consequently, we deliver bi-annual debriefs per category, and produce monthly web reports via the Fizz online system to ensure that the client is aware of changes in key measures in real-time.
The equities of Reckitt Benckisers’ brands are measured through our proprietary brand equity model - Brand Sword™. As well as generating an overall equity level for each brand, the model also identifies what impact the brands’ different attributes have on this overall equity. This allows Reckitt Benckiser to tailor their communications strategies to maximise brand equity – and therefore maximise sales.
