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Johnson & Johnson Takes More Global Approach
Pharma and CPG giant Johnson & Johnson is moving to a more global approach to market research for some of its major brands.
According to www.warc.com , Brenda Armstead, J&J's VP of Global Strategic Insights, told the Market Research Event in Nashville the firm was looking 'to become more of a global organisation [with] standards and consistency in the way we track our brand equity across our entire consumer group portfolio'.
In the past, the group has invested in a successfully decentralised approach to marketing and MR for top brands including Tylenol, Listerine, Johnson's Baby and Neutrogena. Armstead says some of the 'mega-brands' are now covered by a standard methodology, with a Millward Brown composite metric capturing levels of engagement and loyalty and providing a composite brand score.
According to Armstead, the new approach flags up under-performance, allows in-depth analysis of what is driving the brand in different markets, and satisfies 'senior management in Jersey that really wants to see score-carding and how the brands stack up'.
Web site: www.jnj.com .
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