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Leo Burnett launches ‘Brand Belief System’ toolkit in India

10-January-2002
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Leo Burnett launches ‘Brand Belief System’ toolkit in India

Leo Burnett has launched its global tool ‘Brand Belief System’ in India. In the next six months, the agency will be investing Rs 2 crore for the implementation of ‘Brand Belief System’ in India. Leo Burnett has also invested in a new consumer research agency that will introduce its global Brand Stock measurements for managing brands in India.

According to Mr. John Woodward, regional planning director, Asia Pacific, the ‘Brand Belief System’ is a distillation of the agency’s best practices of the last decade. The system is rigorous, successfully tested across 12 markets and backed up by a totally new set of brand management frameworks and validated research tools.

Leo Burnett India’s has also taken minority stake in a new consumer research agency ‘Monitoring & Research Systems (MaRS)’, promoted by Mr Raghu Roy, former president of ORG-MARG.

According to industry sources, MaRS has been working with the Burnett Chicago team to validate its new research tool— Brand Stock—for the Indian market. Brand Stock measures a completely new set of parameters in the domain of soft issues and could change the way clients and agencies manage their brands.

At present, Leo Burnett India’s clientele includes, Coca-Cola India, Procter & Gamble, Heinz, Fiat, Pillsbury, Bajaj, Dabur and Hitachi among others.

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