Millward Brown Brand Performance Programs are proven to drive brand growth and improve return on marketing investment. Read this client success story of how Millward Brown helped them achieve brand growth. For more information: http://www.millwardbrown.com/Solutions/Brand_Performance.aspx

1. BRAND GRABS
MARKET LEADERSHIP
CHALLENGE
How can we BUILD OUR BRAND’S EQUITY
and BECOME THE MARKET LEADER?
Millward Brown identified two clear DRIVERS FOR FUTURE BRAND GROWTH.
We led a BOARD LEVEL WORKSHOP with the CEO and senior business leaders to
DISCOVER HOW THE BUSINESS could best leverage these growth drivers.
INSIGHTS
Difference vs. Expected
Importancetoequity
Emotional image statements Rational image statements
ARE EASIER TO USE
HAVE ACCESS TO A WIDER RANGE
OF PRICES AND QUOTES
EASIER
TO USE
WIDE RANGE OF
PRICE QUOTES
HOW THE BUSINESS GOT BEHIND A STRATEGY TO IMPROVE BRAND
ENCOUNTERS TO DRIVE SALES GROWTH AND STEAL MARKET LEADERSHIP

2. IMPACT
ACTION
The workshop aligned the business behind a holistic approach focused on IMPROVING BRAND
ENCOUNTERS. The client set up a SITE SATISFACTION TEAM to improve customer experience and
developed NEW COMMUNICATIONS to emphasize a key functional message proven to drive site visits.
Over a two year period, the brand BECAME MORE MEANINGFUL to consumers and its
BRAND POWER INCREASED by more than 12%. SALES INCREASED by 16% over the same time
period and the brand achieved its goal by becoming THE MARKET LEADER, with 40% share.
80
130
120
110
100
90
CLIENT BRAND
MEANINGFUL
KEY COMPETITORS (AVERAGE)
BRAND POWER SALES MARKET SHARE
40%
WHAT'S YOUR BRAND GROWTH STRATEGY?
This is how we helped a web service 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.
+16%+12%