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.