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Ipsos Launches Brand Development Tools
Ipsos Marketing in Poland has launched a pair of quant research tools - MARKETLandscape and BRANDStretch - for use at early stages of brand development.
As an alternative to traditional U&A (usage and attitude) tools, the firm says MARKETLandscape supports the management of brands by allowing users to search for new areas of brand growth, as well as sentiment about the positioning of existing brands. It also uncovers niche markets where new products can be developed, while assessing whether these markets are viable.
Products are arranged in sub-groups (clusters), which are analysed in detail and defined by their size, the brands they contain, factors contributing to brand choice, consumer needs and how well met they are, as well as purchase stimuli and obstacles.
BRANDStretch has been designed for brand extension programmes. It enables identification of the most likely categories for expansion, a measure of their potential, and indication of those brand attributes which need to be strengthened. In addition, it can also be used to assess the impact brand expansion into new categories will have on the initial brand.
Warsaw-based Ipsos Poland specializes in marketing research, advertising, public opinion polling, private research and CRM. The firm recently appointed Dinko Svetopetric as President.
Web site: www.ipsos.pl .
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