Brand Growth Success Story: Small Personal Care Brand Grows Market Share
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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 to learn how Millward Brown helped them achieve brand growth. For more information: http://www.millwardbrown.com/Solutions/Brand_Performance.aspx
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Brand Growth Success Story: Small Personal Care Brand Grows Market Share
- 1. SMALL BRAND CREATES COLOSSAL VALUE CHALLENGE How can we work together to identify a positioning strategy TO COMPETE WITH ESTABLISHED NATIONAL BRANDS? Millward Brown determined the BRAND HAD LOW SALIENCE AND LACKED MEANINGFUL DIFFERENCE among its target audience. The brand was perceived to be WEAK ON KEY FUNCTIONAL ATTRIBUTES and had POOR CUSTOMER SERVICE, both important for building brand equity. INSIGHTS HOW A REGIONAL BRAND PARTNERED WITH MILLWARD BROWN TO IDENTIFY ITS NATIONAL GROWTH POTENTIAL, RESULTING IN A BILLION-DOLLAR BUYOUT MEANINGFULSALIENCE -13% 7% 13% 5% DON’T PROVIDE ENOUGH RECEPTION/CLARITY OFFER WORSE CUSTOMER SERVICE UNAIDED BRAND AWARENESS DON’T HAVE WIDE WIRELESS CALLING GROWTH Category Average Category Average Brand deviation from average Brand deviation from average
- 2. IMPACT ACTION The brand introduced an IMPROVED CUSTOMER SERVICE STRATEGY and worked with Millward Brown to DEVELOP A SUCCESSFUL SUPPORTING AD CAMPAIGN. The CAMPAIGN SUCCESSFULLY USED STRONG BRAND CUES (a celebrity spokesperson, music and tagline) to strengthen brand associations and included focused messaging to overcome perceived brand weaknesses. As a result of the new campaign, the NUMBER OF SUBSCRIBERS INCREASED by 42%. This GROWTH ADDED $700 MILLION TO THE BRAND’S VALUE, when it was PURCHASED FOR $2.4 BILLION, four years later. IMPROVE CUSTOMER SERVICE STRATEGY DEVELOP A SUPPORTING AD CAMPAIGN WHAT'S YOUR BRAND GROWTH STRATEGY? This is how we helped a telecommunications 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.