Brand & Portfolio Management

Nielsen helps your business satisfy its bottom line while keeping an eye on the evolving needs of your customers.

Building strong brand equity means dealing effectively with a lot of moving parts. Managing each component of your portfolio is essential to enhancing the overall perception and competitive performance of your brand.

But how can you create the strongest brand portfolio and which components need to be improved? How do you determine what’s driving category growth and how can you improve how you are allocation of your brand support budget? What steps need to be taken to move your brand closer to the desired positioning?

How We Can Help

Nielsen helps you measure the dimensions of your portfolio and the key drivers in each category.  We allow you to assess the best ways to mix and measure your product portfolio, identifying where your competitive strengths and opportunities lie. Nielsen helps you to evaluate the ROI of your communication strategy and customer management programs, determining how they could be improved to better attract consumers to your offerings. 

How We Do It

Our comprehensive solutions include:

• Strategies for positioning and building your brand as efficiently and effectively as possible, looking at brand’s underlying health and potential for future success
• Measurement of both perception and product/service experience, as well as their correlation to sales performance
• Optimization of brand portfolio, ensuring your product mix offers the best fit for what consumers need
• Tools for monitoring and optimizing brand performance, anticipating demand by identifying consumer needs
• Integration of distribution, consumer behavior and perception data to gain the best understanding of the market and category
• Identify threat and growth potential, prioritizing future brand action
  

Why Nielsen?

Nielsen is a leading provider of in-depth analysis and insights on product portfolio and brand reputation. Our indexing offers understanding of pre-store and in-store purchase influence, gauging which triggers activate final purchasing decisions, and at which stage the brand is losing consumers. Evaluating ad performance based on consumer response, we can help you ensure your brand is being presented in the best way possible.

Learn more about Nielsen's Brand & Portfolio Management solutions.