We have always known how important it is to manage both brand equity and customer equity. What’s different today is that the full power of marketing will come from understanding and managing them jointly.
New York, NY (PRWEB) September 03, 2013
The launch of BrandPanorama Research & Consulting LLC, a research-based consulting firm, was announced today by company president Mark Stapylton. The company specializes in helping clients choose the marketing and communications strategies that will build brand equity, grow the customer franchise, drive marketing power and increase financial return.
In today’s digitally connected world the relationships between consumers, brands and the bottom line are constantly changing. Marketers are creating meaningful and personally relevant brand experiences and engaging with consumers through every available touchpoint, not just building awareness through mass media. Consumers are increasingly motivated to participate with brands through co-creation and co-ownership.
Said Mark Stapylton, President: “C-Suite executives, corporate researchers and their agencies recognize that we are no longer driving on a one-way street. We have always known how important it is to manage both brand equity and customer equity. What’s different today is that the full power of marketing will come from understanding and managing them jointly. Our new research has clear implications for strategy and creative. It shows that personally relevant experiences with a brand, the specific experiences that are really meaningful to consumers, are highly correlated with brand usage and preference, and even more so with growing the customer base: acquiring new customers and winning back lapsed customers. At BrandPanorama, we help clients unlock the full value of their brands by understanding how brand equity builds customer equity and how we can forge and sustain these dynamic relationships between brands and consumers."
BrandPanorama develops, models, measures and manages effective brand equity, customer equity and marketing strategies. The company’s expertise in understanding consumer decision-making helps clients develop strategies that resonate with and engage customers, delivering superior growth, asset value and profitability. Growing and sustaining strong brands requires insight into the relationships between brands and consumers, as well as understanding the rational and emotional drivers of consumer choice.
BrandPanorama is led by Mark Stapylton, a consumer insight and brand strategy specialist with deep global brand experience. He has led brand research practices for global research firms such as Hall & Partners, Harris Interactive, Wirthlin Worldwide, Knowledge Networks and Research International, and was a co-developer of BrandAsset Valuator at Young & Rubicam.
For additional information on BrandPanorama and the company's approaches to research on brands and customers, visit http://www.brandpanorama.com.
Rhinebeck, NY-based BrandPanorama Research & Consulting LLC is a full-service, independent custom market research firm specializing in research-based consulting, from insights to outlook, on Brand Strategy and Performance, Customer Strategy, and Marketing Strategy.