KMR Launches Brand Benchmarking Study

Kantar Media Research (KMR) has introduced a syndicated study for B2B marketers which measures their brand's relative vitality among product category competitors.

BrandVibe will be fielded bi-annually within the firm's IntelliQuest Business Study, and will measure more than 60 technology brands across eight categories - desktop PCs, notebook PCs, handhelds, servers, operating systems, printers, networking products, and telecoms products. Its category reports will be available via subscription.

Tony Incalcatera, EVP and CEO of KMR US said that BrandVibe is the first tool to provide an independent and comprehensive measure of a brand's value among the most important B2B technology buyers. The system classifiies brand involvement using four levels:

• Awareness - consumers who are aware that the brand exists and that the manufacturer makes the product
• Suitability - those who are aware of the brand, and do not automatically exclude it due to incompatibility or budget
• Acceptance - buyers who indicate that they plan to buy the brand in the next 12 months
• Connected - includes those who have a choice among brands but will buy the brand in question because it best fits their needs.

Each brand is then assigned a 'V-Score' which reflects a relative measure of its vitality among all brands measured in that technology category. This score reveals the extent to which a brand converts potential customers to higher levels of brand affinity.

Additionally, marketers who subscribe can see how their brand's score and classification levels compare with the competition across 100+ pre-selected targets.

KMR is also planning to release a B2C BrandVibe later this year, to provide brand vitality scores for top consumer technology brands.

WPP-owned KMR is online at www.kmr-group.com . In January, the firm bought a stake in media measurement firm Integrated Media Measurement (www.mrweb.com/drno/news7868.htm ).

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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