Practices & Specialities
Brand assessment and management
To manage their brands properly, companies need as much intelligence as possible about their brands’ performance and potential. Determining the power of a brand and its strengths and weaknesses can be difficult, so Burson-Marsteller offers its clients two proprietary tools to assess brand position and strength.
BrandAsset®Valuator is Young & Rubicam Brands’ proprietary resource for building and managing brands. Launched in1993, it was the first global consumer study to provide data on the way brands gain and lose strength. To diagnose a brand’s health, four primary dimensions and their relationships are examined: Differentiation, Relevance, Esteem and Knowledge. The relationship between these four areas yields compelling information regarding a brand’s ability to carry a premium price and fend off competition. Managing this relationship is the key to brand health.
BrandAsset®Valuator can be used to gain a range of knowledge about a brand:
- Identification of problem areas, barriers and “hot buttons”
- Media optimisation to enhance communication objectives
- Opportunity analyses
- Investigation of a corporate name as a potential parent/umbrella brand
- Identification of potential alliance partners
WPP developed BrandZ in 1998, based on Millward Brown’s BrandDynamics. The product is complementary to BrandAsset®Valuator as metrics are validated against actual in-market performance (i.e. the likelihood of future growth or decline within a category) and the tool gives a rigorous assessment of the value of the relationship consumers have with a brand compared to its direct competitors.
Using these resources, Burson-Marsteller has been able to access a wealth of information about how brands are built, how they develop, gain strength and either enjoy continued health or face erosion. Between them, BrandAsset®Valuator and BrandZ have monitored the opinions of more than 750,000 people on more than 20,000 brands in more than 30 countries.
Contact
Dan Humphreys
Director and Chair of the integrated consumer PR and brand communications practice, be more...
Office: London, United Kingdom
Telephone: +44 (0)20 7300 6139
Email:
Dan Humphreys is Director and Chair of the integrated consumer PR and brand communications practice, be more... Read extended profile
At B-M UK, Dan Humphreys leads the global WPP account with Ford Motor Company, and global news broadcaster Al Jazeera English. He heads the multi-award winning consumer practice of experienced consumer PR practitioners, developing fully-integrated creative strategies involving the agency’s sector-leading digital content and broadcast facilities, graphic design and production capabilities, and media relations experts.
Before joining B-M in January 2011, Dan held senior in-house communications roles for a decade. He was deputy head of publicity for Camelot, operator of The National Lottery, playing a key role in driving campaign and media tactics that helped reverse negative public perceptions of the brand. Prior to this, he was PR Manager for Channel 4 News, promoting the brand and programme’s distinctive reporting before, through and in the aftermath of the War in Iraq.
His most recent role before joining B-M was five years as associate director of the UK’s leading specialist broadcast PR consultancy. He led key consumer accounts with Vodafone, Sky TV and Lloyds Bank, specialising in creating and implementing content-driven campaigns, including leadership of the live digital broadcasting campaign for Beam Global brand Laphroaig that won a PR Week award.
