Home >> Advertising >> Article

‘Only a third of all brands follow intuitive path of a Brand Life Cycle’

14-August-2002
Font Size   16
‘Only a third of all brands follow intuitive path of a Brand Life Cycle’

Surprising as it may sound, this is one of the findings of Millward Brown’s brand equity research tool – Brand Dynamic that tracked over 15000 brands across 30 countries. The study clutters all brands into eight distinct categories based on two parameters – ‘equity’ of the brand and ‘presence’ in the marketplace.

The eight classifications are Olympic, Classic, Specialists, Cult, Little Tiger, Defender, Fading Star and Clean Slate. According to research, while Olympic and Classic were ‘well known, well loved’ brands like Cadburys and Kingfisher, Defenders were ‘established brands but without the competitive advantage.’ Fading Star like Punjab National Bank, the study points out, were ‘still well known and relevant’ but have lost appeal and relevance.’ With such classifications, Brand Dynamics is positioned as an aid to the growing demand from clients globally to measure and predict softer, experiential meanings that brands have come to represent.

These findings were presented at a seminar by Millward Brown and IMRB in Delhi recently as a backdrop for the launch of such tools in Indian market. Two Joint MDs of Millward Brown, UK – Sue Gardiner and Sharon Potter and IMRB’s Neerja Wable, addressed the seminar titled ‘Building successful brands and effective communications across media.’

“Today’s brands are about experience and meaning. They have values and they can offer the consumers an experience well beyond the functionality of the product and the presence of a personality. Which means that they have become more difficult to manage. This is fueling demands from the clients for measurement and predictability of such softer issues. We have been able able to link the two issues of qualitative understanding and quantitative rigor with tools like Brand Dynamics,” said Wable.

Highlighting the study, Wable said, “Nearly two thirds of the brands bucked the predictable Brand Life Cycle path. So in some cases a ‘little tiger’ became a ‘fading tar’ instead of moving up to become a Specialist or Classic brand. Implying that creating and maintaining brand equity requires constant vigilance and a system of regular measurement and monitoring,”

IMRB President Thomas Puliyel later announced that some of such systems and tools from Millward Brown repositories would be available in India by virtue of its collaboration with IMRB.

The other study ‘Making the most of your Communication Budget’ was presented by Sue Gardiner and discussed that understanding media is as important as understanding the brand and planning strategies. Gardiner shared with the audience Millward Brown’s learning’s on the characteristics of each channel and concepts like Media Multiplier. Before the presentation she had an exclusive chat with exchange4media on media research findings and its implications, excerpts of which will be available shortly. Watch this space.

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

This comes after the government has deemed Whatsapp’s reply to the first notice sent to the IT Ministry as unsatisfactory, according to reports.

At the debut edition of D-CODE, 13 Industry champions will crack the code on the best performing digital campaigns

Aggarwal previously served as the Chief Marketing Officer of Zee5.