German Brand Researchers Launch Mark Metrics

In Germany, Thomas Andresen and Ulrich Hertfelder have launched Mark Metrics, a consultancy which will analyse how successful brands differ from unsuccessful brands.

In 1993, Andresen co-founded brand equity management and research-based consultancy Icon Brand Navigation, which is now part of WPP's Added Value Group and known as Icon Added Value. While there, he was responsible for tool development, as well as advising clients. Since his firm's sale to WPP, he has worked as an independent Brand Consultant.

Hertfelder began his career at GfK before joining Icon Brand Navigation, where he worked as MD of Intelligent Tools & Systems. Most recently, he was Executive Director and a member of the European Management Board of Kantar Operations in Germany.

The new firm has developed a modular integrated research tool that provides measurement, analysis and optimization of brand success. Through the tool, the pair will evaluate marketing activities such as ad concepts, promotional activity, product ideas/concepts, and utilise modules to enable database comparisons between brands.

'Existing brand research can evolve,' states Andresen. 'Our goal is to provide better advice from better research.'

Web site: www.markmetrics.com .