B2B Launches Benchmarking 'Net Value Score'

Stockport, UK-based market research consultancy B2B International has launched a brand measurement tool called the Net Value Score (NVS). The tool gauges the strength of a company's brand relative to competitors, and identifies where more work is required to improve its perceived value.

B2B International, which opened offices in London and Shanghai last year, also has a presence in New York, Moscow and Brussels. The firm recently reported 2010 revenue up to £3.8m from £3.5m in 2009, driven by its US subsidiary which grew 58%.

The new tool is based on a set of questions and an algorithm developed during a client's recent global branding study. It has since been used in a number of studies carried out for other clients.

NVS provides the market's view on the perceived value offered by each company supplying that marketplace. In addition, it can also provide the perceived value of a company's different business units, indicating where the company's 'value proposition' is seen as the strongest and weakest.

Respondents are asked how a supplier compares to others in the market on just three factors: (i) its product and service benefits, (ii) its pricing, and (iii) its total value. The resulting data is then run through the algorithm to result in the Net Value Score.

Director Julia Cupman, Head of the company's North American operations, states: 'One should not underestimate the power of this simple tool in providing critical metrics and research findings, which if acted on effectively, can lead to significant business success. We hope more companies will recognise the importance of measuring perceived value and that they start benchmarking their performance with the NVS.'

B2B International is currently building a database of industry-specific Net Value Scores for benchmarking clients against other companies, both in their own industry and others.

Web sites: www.b2binternational.com and www.netvaluescore.com .