Brand value measured

Just like in nearly 90 other countries, from this year Superbrand’s market research partner in Hungary is Nielsen. Judit Tóth Szalókyné informs us about this cooperation and brand values. – What is the main aspect of Superbrand’s activity and what roles does Nielsen play in it? – Superbrand’s aim is not to rank brands, but to direct attention to certain brands in a country, honouring their performance. Nielsen’s contribution is connected to the jury’s evaluation work; we survey the market to find out what the consumers think about the brands judged excellent by the jury and their competitors as well. We define the brand value index of products and services; this index measures consumer loyalty and informs the companies’ decision makers about brand positions. – How do you get to know the consumers’ opinion? – Nielsen’s market researchers ask the opinion of consumers in the 18-59 age group, interviewing 800 people in their homes. The three main factors of analysis are: favourite brand, recommendation and willingness to pay premium price. – Based on previous research experience what results can be expected? – I dare say that ”strong brands” are not the standard but the exception. Only 15 percent of examined brands scores higher than 3 on a scale of 10.