Brand Growth Success Story: Web Services Brand Grabs Market Leadership

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Millward Brown Brand Performance Programs are proven to drive brand growth and improve return on marketing investment. Read this client success story of how Millward Brown helped them achieve brand …

Millward Brown Brand Performance Programs are proven to drive brand growth and improve return on marketing investment. Read this client success story of how Millward Brown helped them achieve brand growth. For more information: http://www.millwardbrown.com/Solutions/Brand_Performance.aspx

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  • 1. BRAND GRABS MARKET LEADERSHIP CHALLENGE How can we BUILD OUR BRAND’S EQUITY and BECOME THE MARKET LEADER? Millward Brown identified two clear DRIVERS FOR FUTURE BRAND GROWTH. We led a BOARD LEVEL WORKSHOP with the CEO and senior business leaders to DISCOVER HOW THE BUSINESS could best leverage these growth drivers. INSIGHTS Difference vs. Expected Importancetoequity Emotional image statements Rational image statements ARE EASIER TO USE HAVE ACCESS TO A WIDER RANGE OF PRICES AND QUOTES EASIER TO USE WIDE RANGE OF PRICE QUOTES HOW THE BUSINESS GOT BEHIND A STRATEGY TO IMPROVE BRAND ENCOUNTERS TO DRIVE SALES GROWTH AND STEAL MARKET LEADERSHIP
  • 2. IMPACT ACTION The workshop aligned the business behind a holistic approach focused on IMPROVING BRAND ENCOUNTERS. The client set up a SITE SATISFACTION TEAM to improve customer experience and developed NEW COMMUNICATIONS to emphasize a key functional message proven to drive site visits. Over a two year period, the brand BECAME MORE MEANINGFUL to consumers and its BRAND POWER INCREASED by more than 12%. SALES INCREASED by 16% over the same time period and the brand achieved its goal by becoming THE MARKET LEADER, with 40% share. 80 130 120 110 100 90 CLIENT BRAND MEANINGFUL KEY COMPETITORS (AVERAGE) BRAND POWER SALES MARKET SHARE 40% WHAT'S YOUR BRAND GROWTH STRATEGY? This is how we helped a web service brand. Learn more about how Millward Brown can help you improve your brand performance. Contact: GLOBAL: patty.currie@millwardbrown.com AMAP: yeemei.chan@millwardbrown.com EUROPE: claire.spaargaren@millwardbrown.com NORTH AMERICA: david.stickling@millwardbrown.com LATAM: diego.bonardi@millwardbrown.com Visit www.millwardbrown.com/BrandPerformance to view more client success stories. +16%+12%