Brand/product management

Your requirements

• Define a brand’s communication strategy.
• Define the balance between an umbrella brand and surrogate brand.
• Launch a new brand.
• Reposition an existing brand.
• Define/audit the media plan.
• Determine target clients for priority communication as well as the message to convey.

Why us ?

• 25 years' international experience working for the largest groups (Procter&Gamble, Visa International, etc.).
• Innovative answers, based on two core methodological concepts:
• The brand is a tool to conquer and achieve loyalty, which implies that its must be positioned - at the very least - to favour its appeal. There are many communication tools (media and non-media), but they cannot relay the same message with equal effectiveness: the knowledge and definition of  your media-mix planning is crucial toptimization.
• An experienced, recognised team of experts

Levels of service

• Strategic research
  • Brand positioning strategic audit. BEAM© (Brand Equity and Affinity
  • Measurement): moving towards an attractive, distinguishing and legitimate position, taking market factors into account as well as trends and brand specific factors. A true response to the major problems of positioning (relaunching a weak brand, mother and daughter brands, etc.).
  • Media plan optimisation. ICOM© (Integrated Communication): what communications media should be used for the next campaign? How to maximiz e the communications budget while maximiz ing impact?
  • Brand strategic audit. BRAND BUILDING©: combines the brand strategic audit with the audit of your media plan optimiz ation.  This exhaustive approach (benchmarking) produces operational diagnosis of actions to plan for its brand.
  • Visual Drawing Test ©: an objective assessment of your brand or product’s visual capital. This methodology, which is based on memory and drawing, highlights the key elements which make up the core of a brand's recognition, which must not be touched, and highlight the visual elements which are peripheral, poorly remembered or confused with other brands.
• Specific research:
  • Campaign pre-tests and post-tests.
  • Readability tests (tachystoscope, Internet).
  • Packaging tests, logo tests.
  • Tests of packs and advertising films.
• Barometric research
  • Image barometers, follow up on the relevance of business actions.
  • Production of brand vitality indices including brand awareness, position, rate of association with key market drivers, ...
  • Web Brand Tracking: monitor changes in your brand's position according your communications, competitor communications, external events which can occur at any time.
• Mentoring
  • Support with brand management coordination, both in France and abroad.
  • Internal definition of the brand’s new position.
  • Assess your communication agency's creations and their consistency with research results and positioning strategy.

Fields of application

• FMCG
• Services (individuals and businesses)
• High Tech
• Business to Business
• Banking/Insurance/Finance
• Distribution
• etc.