A consultant (from Latin : consultare "to deliberate") is a professional (also known as expert , specialist , see variations of meaning below) who provides advice or services in an area of specialization (generally to medium or large-size corporations). Consulting services generally fall under the domain of professional services , as contingent work .
108-457: Kantar Group Ltd. is an international market research company based in London, England. It was founded in 1992, and has approximately 30,000 employees across over 90 countries working in various research disciplines, including brand guidance, brand strategy , social media monitoring, advertising effectiveness, consumer and shopper behaviour,design strategy and public opinion. Kantar's majority
216-418: A "mon" or seal is an East Asian form of brand or trademark. Not all historians agree that the distinctive packages and markings used in antiquity can be compared with modern brands or labels. Moore and Reid, for example, have argued that the distinctive shapes and markings in ancient containers should be termed proto-brands rather than seen as modern brands according to our modern understanding. A proto-brand
324-594: A brand under various conditions. Marketers typically identify two distinct types of brand awareness; namely brand recognition and brand recall. Brand recognition refers to how easily the consumers can associate a brand based on the company's logo, slogan, color scheme, or other visual element, without seeing the company's name. Brand collaborations refer to the short-lived or ephemeral "partnerships between brands in which their images, legacies and values intertwine." Brand collaborations can be unconventional when brands partner with other brands or designers seemingly on
432-549: A client perspective. It is found that Consultant Expertise, Intensity of Collaboration and Common Vision have strongest performance impact on success. Sindermann and Sawyer conclude in their book The Scientist as Consultant , that a [scientific] consultant is successful, if they have "achieved a viable mix of technical proficiency and business skills" with "technical proficiency" meaning excellence in competence, credibility, effective networking with colleagues, and ability to negotiate. According to management consultant Dirk Hartel,
540-415: A client procures for more generalized labor, whereas consulting is for more specialized labor. Thus, in contrast to advisory services , which is not a labor contract but an actual service (advisory services never become part of the procuring organization) the market for consulting agreements follows the demand for specialized labor in the form of a consulting procurement, and so while competence and experience
648-533: A consultant "well outside" of e. g. IR35. Alan Weiss provides 20 "factors" for consultants in the US (IRS), which are similar in other countries, to avoid or understand in terms of their business activity. Amongst those, the consultant is not supposed to be instructed by the client, should not receive similar training as employees, has the right to sub-contract, should not be integrated into the organizational structure, etc. to avoid legal-status and taxation issues. There
756-411: A consultant as someone who advises on "how to modify, proceed in, or streamline a given process within a specialized field". According to Institute of Management Consultants USA , "The value of a consultant [as compared to a subject-matter expert (SME)] is to be able to correctly diagnose and effectively transform an often ill-defined problem and apply information, resources and processes to create
864-443: A consultant can be stress, productivity issues with meetings, general "technostresses", high-paced and changing business environments and situations, etc. In case of corporate and industrial consultants, the role is further challenged to act and become the "translator of information" from various different client-company cultures and procedures (processes) and between her or his employer-side team, managers and leadership team. What
972-486: A consultant may be required to hold certain professional licenses (e.g., a civil engineer providing consulting on a bridge project may have to be a professional engineer ). In other types of consulting, there may be no specific qualification requirements. A legal consultant may have to be a member of the bar or hold a law degree. An accounting consultant may have to have an accounting designation, such as Chartered Accountant status. Some individuals become consultants after
1080-453: A consultant might engage in multi-project services ( matrix organization ) for the client or for internal projects/activities at the employer firm. In his book, The Consulting Bible , Alan Weiss defines that "When we [consultants] walk away from a client, the client's conditions should be better than it was before we arrived or we've failed." There is no legal protection given to the job title 'consultant'. The consultant's career path
1188-474: A consumer culture led to the commercial investment in carefully managed company image, retail signage, symbolic brands, trademark protection and the brand concepts of baoji, hao, lei, gongpin, piazi and pinpai, which roughly equate with Western concepts of family status, quality grading, and upholding traditional Chinese values (p. 219). Eckhardt and Bengtsson's analysis suggests that brands emerged in China as
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#17327978282191296-443: A global Insights division. Following similar exercises across the globe, Kantar reduced the sub brands from 18 to 9 by 2019. Kantar Media (now Kantar's Media division) analyses of print, radio, TV, internet, cinema, mobile, social and outdoor media. Kantar Media was formed from WPP Group's acquisition of TNS Media and KMR Group in 2010. In 2014, Kantar Media acquired a majority stake in the issued share capital of Precise Media Group in
1404-491: A hotel receptionist, whereas a temporary worker might change domains and branches more frequently. Furthermore, a consultant usually signs a service-type employee contract (known as fixed-term , full-time , part-time), whereas a temporary worker will only be offered a temporary (and scope limited) contract or a work-results type contract (e. g. in Germany a specific type of contract called Werksvertrag ) to fulfill or create
1512-435: A key variable. For example, variables such as brand image, brand personality, brand attitude, brand preference are nodes within a network that describes the sources of brand-self congruity. In another example, the variables brand recognition and brand recall form a linked network that describes the consumer's brand awareness or brand knowledge. Brand awareness refers to the extent to which consumers can identify
1620-459: A lengthy and distinguished career as an executive or political leader or employee, so their lengthy and exposed experience may be their main asset. Various accreditation bodies for consultants exist: Accredited practitioners in all fields (incl. medical) can be bound by a Code of Ethics or Code of Conduct . Ethics in the field of business consulting and organizations is still a subject under research. A thorough discussion of ethics in
1728-406: A less intimate cooperation with the client's business. Next to general challenges, domain-specific challenges for consultants exist. In palliative medicine consulting, emotions, beliefs, sensitive topics, difficulty communicating and prognosis interpretation, or patients expectations despite critical illness are some of the challenges faced by the consultant. According to Kelman, "One danger
1836-412: A longer period is needed for the consultant to analyze, resolve the root cause, get to know the stakeholders and organizational-situation, etc. Usually the engagement has set legal boundaries under given law to avoid (specifically for freelance-contractors) the problem of false self-employment (see also Umbrella company ). The person at client location is sometimes called a Resident . By spending time at
1944-687: A message, thus, creating the potential for exponential growth in the message's exposure and influence. Basic forms of this are seen when a customer makes a statement about a product or company or endorses a brand. This marketing technique allows users to spread the word on the brand which creates exposure for the company. Because of this, brands have become interested in exploring or using social media for commercial benefit. Brands with heritage are not simply associated with antiquated organizations; rather, they actively extol values and position themselves in relation to their heritage. Brands offer multiple benefits to organizations at various market levels, reflecting
2052-453: A new respondent network, Kantar Profiles Network. In 2023 as a part of its Health assets sale to M3 Global Research, Kantar also sold Kantar Profiles –Health division. Kantar IMRB (formerly "IMRB International" and "Indian Market Research Bureau") is a multi-country market research , survey and business consultancy firm established in 1970 that offers a range of syndicated data and customized research services. With over 1200 employees, IMRB
2160-517: A product for woolen garments should be broadened so that consumers would see it as a soap for use on all fine fabrics in the household. To implement, Lux was repositioned with a more up-market posture, and began a long association with expensive clothing and high fashion. Cano has argued that the positioning strategy JWT used for Lux exhibited an insightful understanding of the way that consumers mentally construct brand images. JWT recognized that advertising effectively manipulated socially shared symbols. In
2268-681: A range of industries and categories, and has a number of specialist practices. In 2008, Kantar TNS (Taylor Nelson Sofres) was acquired by WPP and included in Kantar. In February 2009, Kantar merged TNS and Research International . In October 2004, three Kantar companies – Added Value, Icon Brand Navigation and Diagnostic Research – combined under the "Added Value" name. Kantar Added Value focused on brand marketing, consumer insight, innovation and communications optimisation. Kantar Futures offered subscription services and consulting regarding future trends. Formerly known as The Futures Company, Kantar Futures
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#17327978282192376-462: A result of the social needs and tensions implicit in consumer culture, in which brands provide social status and stratification. Thus, the evolution of brands in China stands in sharp contrast to the West where manufacturers pushed brands onto the market in order to differentiate, increase market share and ultimately profits (pp 218–219). In Japan, branding has a long heritage. For many Japanese businesses,
2484-435: A sense, reaching this stage of market domination is itself a triumph of brand management, in that becoming so dominant typically involves strong profit. Brand attitude refers to the "buyer's overall evaluation of a brand with respect to its perceived ability to meet a currently relevant motivation". Brand associations refers to a set of information nodes held in memory that form a network of associations and are linked to
2592-434: A specific work. Additionally, a temporary worker might be directed and managed by a client, whereas a consultant is employed by a company (or self) and provides services for a client. The consultant may not be provided work-related instruments or tools, but only the necessary infrastructure and accesses the consultant needs to fulfill the statement of work, e. g. access to internal IT networks or client-side laboratory. Moreover,
2700-449: A vacant position which could and cannot be filled with an internal candidate. This is often the case by the client-organization due to other constraints, such as corporate compliance and HR-processes, which lead to prolonged hiring paths beyond six months, which is often inacceptable for leadership roles. Research and analysis can occur at the consultants' offices (sometimes called back office ) or home-offices or via remote work . In
2808-449: A workable and usable solution. Some experts are good consultants and vice versa, some are neither, few are both." Another differentiation would be that a consultant sells advice, whereas an expert sells their expertise. Other differentiations exist for consultants vs. coaches or SMEs vs. team leaders. Consultants do not have to be subject-matter experts as consulting agreements are a form of labor contract - comparable to staffing , which
2916-541: A £70 Million deal. In the same year, Kantar Media acquired IBOPE Media, the main TV audience and ad investment measurement company in Brazil. Kantar Media has within it organizational subsidiaries, such as Kantar Media North America, which are legal corporate entities in their own right. In January 2022, Symphony Technology Group acquired Kantar Reputation Intelligence, a media monitoring and analysis subsidiary of Kantar. The deal
3024-754: Is an important goal to the current client is usually not similar for any other client due to multiple variations in company size, history, product, program, organizational structure, leadership, etc. Hence the consultant must be excellent in sensing and communicating between different layers in the organization and further across it, while maintaining authenticity, integrity and trustworthiness with all parties involved. Independent consultants (contractors or freelancer) usually need to fulfil taxation requirements given by laws, specifically challenging employment status to avoid 'disguised' employment. Compared to contracting, consulting can be seen as being "in business in your own right", not controlled by your client, etc. placing
3132-437: Is considered to have been started by a memo at Procter & Gamble by Neil H. McElroy . With the rise of mass media in the early 20th century, companies soon adopted techniques that would allow their advertising messages to stand out; slogans , mascots , and jingles began to appear on radio in the 1920s and early television in the 1930s. Many of the earliest radio drama series were sponsored by soap manufacturers and
3240-443: Is currently perceived in the market , proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are
3348-575: Is distinctly recognized as an integral component of a luxury brand's identity. In the context of tourism preconceived notions of brand heritage stimulate the increased experience of existential authenticity, increasing satisfaction with the visitor experience. For consumer goods the communication of continuity of the brand promise can increase perceived brand authenticity. Heritage brands are characterized by their distinctive capacity to seamlessly integrate past, present, and future temporal dimensions. Consultant The Harvard Business School defines
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3456-417: Is generally a controlled monopoly) have less prominent and less recognized branding. Brand value, moreover, is not simply a fuzzy feeling of "consumer appeal", but an actual quantitative value of good will under Generally Accepted Accounting Principles. Companies will rigorously defend their brand name, including prosecution of trademark infringement . Occasionally trademarks may differ across countries. Among
3564-651: Is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened product lifecycles . The consequence is that product-related competitive advantages soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools – such as brands. Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers & Marketing managers may try to control
3672-428: Is naturally an advantage for when looking to sell consulting services, it is not a prerequisite in the same way that it is for advisory services where the service provider per definition relies on some level of competence and experience for its relevance. Sometimes, the word consultant applies specifically to someone or organization that provides knowledge, advice or service; whereas the contractor builds something for
3780-424: Is no single qualification to becoming a consultant, other than those laid down in relation to medical, psychological and engineering personnel who have attained this level-degree in it or professional licenses, such as Chartered Engineer . Consultants may hold undergraduate degrees , graduate degrees , professional degrees or professional designations pertaining to their field(s) of expertise. In some fields,
3888-415: Is not a matter of chance: both industrial sectors rely heavily on sales to the individual consumer who must be able to rely on cleanliness/quality or reliability/value, respectively. For this reason, industries such as agricultural (which sells to other companies in the food sector), student loans (which have a relationship with universities/schools rather than the individual loan-taker), and electricity (which
3996-578: Is one of the largest providers of market research in India in an industry estimated to be worth a minimum of $ 187 million. As the oldest extant market research company in India, IMRB has been responsible for establishing the first and only household panel , the first television audience measurement system and the first radio panel in the country. IMRB International's specialized areas are consumer markets, industrial marketing, business-to- business marketing , social marketing and rural marketing. Millward Brown
4104-401: Is one that possesses at least one of three characteristics; place – information about the origin of manufacture-expressed by a mark, signature or even by the physical properties of the raw materials including the packaging materials, performs a basic marketing function such as storage, transportation and assortment; and quality attributes - information about the product's quality expressed by
4212-624: Is owned by Bain Capital Private Equity since July 2019, when WPP sold a 60% stake of the company for $ 3.1 billion, at a valuation of $ 4.0 billion. On 24 October 2018 it was announced that the WPP board approved the plans to sell Kantar Group. In Dec 2019, Eric Salama stepped down as the CEO of Kantar Group. Eric Salama had been with Kantar since it was bought by WPP in 1988. In January 2020, Ian Griffiths (former CFO and COO at ITV )
4320-446: Is that [the counselor] does not recognize the control that he is exercising over the client's behavior. The other is that he is so convinced that he is doing good for the client that he does not realize the double-edged nature of the control he is exercising." A consultant therefore needs to be aware and in control of her or his manipulative influences in particular counseling settings. Hartel mentions several challenges that are based on
4428-585: Is used to gain market entry in less capitalistic regions in the world such as the former Soviet Union and China, and such brand-management stories as "Coca-Cola's first entry into the Chinese market resulted in their brand being translated as 'bite the wax tadpole'". Brand management science is replete with such stories, including the Chevrolet 'Nova' or "it doesn't go" in Spanish, and proper cultural translation
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4536-509: Is useful to companies entering new markets. Modern brand management also intersects with legal issues such as ' genericization of trademark .' The ' Xerox ' Company continues to fight heavily in media whenever a reporter or other writer uses 'xerox' as simply a synonym for 'photocopy.' Should usage of 'xerox' be accepted as the standard American English term for 'photocopy,' then Xerox's competitors could successfully argue in court that they are permitted to create 'xerox' machines as well. Yet, in
4644-485: Is usually not at the client's side, however the consultant will very likely be introduced into the client's organizational program or project structure . Novel collaborations of expert-contractors or independent consultants especially in ICT sector exist, e.g. ThoughtWorks . A consultant's activity can last anywhere from an hourly consultation, to a one-day service, three months, 12 months or more. For complex projects,
4752-537: The Copenhagen -based marketing measurement and optimization company, Blackwood Seven. In May 2022, Kantar announced it had acquired Qmee. In August 2022, Kantar announced the acquisition of StepUp RGM to strengthen its existing XTEL division, revenue management solutions provider. In Jan 2023, Kantar announced the acquisition of Kauza to augment its Worldpanel in the Nordics. In Jan 2023, Kantar Group announced
4860-467: The brand image . Brand managers create strategies to convert a suspect to prospect, prospect to buyer, buyer to customer, and customer to brand advocates. "By Appointment to His Royal Majesty" was a registered and limited list of approved brands suitable for supply to the British royal family. Some believe brand managers can be counter-productive, due to their short-term focus. On the other end of
4968-579: The branding of farm animals in the middle East in the neolithic period. Stone Age and Bronze Age cave paintings depict images of branded cattle. Egyptian funerary artwork also depicts branded animals. Over time, the practice was extended to marking personal property such as pottery or tools, and eventually some type of brand or insignia was attached to goods intended for trade. Around 4,000 years ago, producers began by attaching simple stone seals to products which, over time, were transformed into clay seals bearing impressed images, often associated with
5076-439: The 19th century, following the industrial revolution, and the development of new professions like marketing, manufacturing and business management formalized the study of brands and branding as a key business activity. Branding is a way of differentiating product from mere commodities , and therefore the use of branding expanded with each advance in transportation, communication, and trade. The modern discipline of brand management
5184-785: The 20th century. Esso's "Put a Tiger in Your Tank" campaign was based on a tiger mascot used in Scandinavia at the turn of last century, and first appeared as a global advertising slogan in the 1950s and 1960s, and subsequently reappeared in the 1990s. Throughout the late 20th century, brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Interbrand's 2020 top-10 global brands are Apple, Amazon, Microsoft, Google, Samsung, Coca-Cola, Toyota, Mercedes-Benz, McDonald's, and Disney. The split between commodities/food services and technology
5292-535: The UK & Ireland, North America, India, Spain, France, Italy, China and Brazil. Their global headquarters is in London . In April 2019, Kantar unified all its legacy brands, such as Kantar TNS, Kantar Millward Brown, Kantar Media and Kantar Worldpanel. By 2019, Kantar merged the operations of IMRB, Millward Brown and TNS, and Kantar's parent company WPP merged its media and advertising subsidiary GroupM with Kantar to form
5400-516: The acquisition of its U.S. based rival Numerator (valued at $ 1.5 Billion) from Vista Equity Partners , aiming to strengthen its Worldpanel and Advertising Intelligence divisions with US and Canada in focus. The terms of deal were not disclosed. In January 2022, Kantar announced it had acquired MindIT, a spin-out from the University of Bologna that specializes in machine-learning algorithms and AI. In April 2022, Kantar announced it had acquired
5508-449: The actual use of the perfume or Breitling may sponsor an aerobatics team purely for the "image" created by such sponsorship. Space travel and brand management for this reason also enjoys a special relationship. " Nation branding " is a modern term conflating foreign relations and the idea of a brand. An example is Cool Britannia of the 1990s. Even though social media has changed the tactics of marketing brands, its primary goals remain
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#17327978282195616-721: The aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand. Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, a brand could be corporate, product, service, or person. Brand management builds brand credibility and credible brands only, can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers. The earliest origins of branding can be traced to pre-historic times. The practice may have first begun with
5724-650: The atrium, and bearing labels as follows: Scauras' fish sauce was known to be of very high quality across the Mediterranean and its reputation travelled as far away as modern France. Curtis has described this mosaic as "an advertisement... and a rare, unequivocal example of a motif inspired by a patron, rather than by the artist". In Pompeii and nearby Herculaneum , archaeological evidence also points to evidence of branding and labelling in relatively common use. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius;" probably references to
5832-435: The authors mention the difficulty in applying the codex and scenarios of how to track adherence and how to judge violations in accordance with other bodies, such as APA ( American Psychological Association ) and CSPEC (or CSCE) (Committee on Scientific and Professional Ethics) and conclude that "The most important aspect in the formulation of a code of conduct however, is the recognition of a fundamental moral standard. Only then
5940-409: The brand to do what is right. 81% of consumers from different markets identified this as a deciding factor in their purchases. Self-brand congruity draws on the notion that consumers prefer brands with personalities that are congruent with their own; consumers tend to form strong attachments with brands where the brand personality matches their own. Brand orientation refers to "the degree to which
6048-401: The brand. A different definition comes from marketing where brand equity is treated as a measure of the strength of consumers' attachment to a brand; a description of the associations and beliefs the consumer has about the brand. Brand image refers to an image an organization wants to project; a psychological meaning or meaning profile associated with a brand. Brand loyalty refers to
6156-486: The business chain. ICUs might be internal or own-run businesses. The following qualities are found to be helpful for a successful consulting career. From Accenture blog, one of the main IT consultancies in the world, the following factors play an important role: Bronnenmayer et al. investigated, by applying a structural equation model , and due to little empirical research, the management consulting's success factors from
6264-592: The case of Lux, the brand disconnected from images of household drudgery, and connected with images of leisure and fashion. By the 1940s, manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon/Esso, using insights drawn research methods from psychology and cultural anthropology, led to some of most enduring campaigns of
6372-440: The case of smaller consulting firms, consultants typically work at the site of the client for at least some of the time. The governing factor on where a consultant works tends to be the amount of interaction required with other employees of the client. If a management consultant is providing advice to a software firm that is struggling with employee morale, absenteeism and issues with resignation by managers and senior engineers,
6480-444: The client's organization, the consultant is able to observe work processes, interview workers, managers, executives, board members, or other individuals, and study how the organization operates to provide hers or his services. In some settings, a consultant is signing a specific contract and is hired as an interim manager or executive with advanced authority or shared responsibility or decision making of client-side activities, filling
6588-466: The client. The role of a consultant outside the medical sphere (where the term is used specifically for a grade of doctor) can fall under one of two general categories: By procuring consulting services, clients may acquire access to higher grades of expertise than would be financially feasible for them to retain in-house on a long-term basis. Moreover, clients can control their expenditures on consulting services by only purchasing as much services from
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#17327978282196696-410: The clients-company), and only given to the senior executives of the organization. Consultants work for (consulting) firms or as freelance contractors. A consultant differs from a temporary worker insofar as they have, as detailed above, a highly specialized career and domain knowledge. This could be true for a temporary worker too, however, for example a medical consultant is unlikely to suddenly become
6804-608: The company to net a 10% savings. A portion of professional services in demand for clients are simply not necessary to retain in house, as they may be sporadic in nature, at which a consultant offers a reduction in payroll for the client. In the UK government sector, since 2010 the Cabinet Office has required government departments to implement spending controls which restrict the appointment of consultants and temporary staff in order to regulate consultancy expenditure and ensure that
6912-425: The consultant may develop as well as implement customized software or other products for the client. Depending on the nature (also named mandate or statement of work or assignment) of the consulting services and the wishes of the client, the advice from the consultant may be made public, by placing the report or presentation online, or the advice may be kept confidential (under a Non-disclosure agreement or within
7020-417: The consultant will probably spend a good deal of time at the client's office, interviewing staff, engineers, managers and executives, and observing work processes. On the other hand, a legal consultant asked to provide advice on a specific property law issue might only have a few meetings at the client's office, and conduct the majority of his work at the consultant's office and in legal libraries. Similarly,
7128-434: The consultant, who is external to the company, is the one to announce difficult company decisions such as layoffs or reorganizations, but it is important that the consultant acts professional and competent, not just as " Rambo in suit". Consultants may face several organizational challenges, e. g. internal consultants are faced with the paradoxes to maintain a good balance between knowing the internal company structure and at
7236-476: The consumer through branding. Diana Twede has argued that the "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions" (p. 107). She has shown that amphorae used in Mediterranean trade between 1500 and 500 BCE exhibited a wide variety of shapes and markings, which provided information for purchasers during exchange. Systematic use of stamped labels dates appears to date from around
7344-404: The creation of a new group company, Vivvix by unifying the advertising intelligence businesses of Kantar and Numerator. The independent company was led by former Nielsen CRO Andrew Feigenson as CEO. In Nov 2023, Vivvix was acquired by ad sales intelligence firm MediaRadar led by CEO Todd Krizelman. Brand strategy In marketing , brand management begins with an analysis on how a brand
7452-407: The customer for the purpose of generating segregation among competition and building loyalty among customers". In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction. Brand management uses an array of marketing tools and techniques in order to increase the perceived value of a product (see: Brand equity ). Based on
7560-466: The early Roman Empire, suggesting that branding was a relatively widespread practice. In Pompeii (circa 35 CE), Umbricius Scauras , a manufacturer of fish sauce (also known as garum ) was branding his amphora which travelled across the entire Mediterranean . Mosaic patterns in the atrium of his house were decorated with images of amphora bearing his personal brand and quality claims. The mosaic comprises four different amphora, one at each corner of
7668-498: The early medieval period. At a time when concerns about product quality were major public issues, a royal endorsement provided the public with a signal that the holder supplied goods worthy of use in the royal household, and by implication inspired public confidence. In the 15th century, a royal warrant of appointment replaced the royal charter in England. The Lord Chamberlain of England formally appointed tradespeople as suppliers to
7776-424: The entire experiential process afforded to consumers. In the case of voluntary organizations if they can unlock their brand heritage and it will improve volunteer engagement, to the extent that organizations 'with a long history, core values, positive track record, and use of symbols possess, whether consciously or not, an inherent advantage in an increasingly competitive landscape'. In the luxury literature, heritage
7884-406: The experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain . In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of
7992-408: The extreme, luxury and high-end premium brands may create advertisements or sponsor teams merely for the "overall feeling" or goodwill generated. A typical "no-brand" advertisement might simply put up the price (and indeed, brand managers may patrol retail outlets for using their name in discount/clearance sales), whereas on the other end of the extreme a perfume brand might be created that does not show
8100-469: The feelings of attachment a consumer forms with a brand. It is a tendency of consumers to purchase repeatedly from a specific brand. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands". Brand preference refers to "consumers' predisposition towards certain brands that summarize their cognitive information processing towards brand stimuli". Brand trust refers to whether customers expect
8208-571: The field of consultation is given in Lippitt & Lippitt (see also 2nd edition in English ). Here the authors mention several guidelines and definitions including Shay, the Association of Consulting Management Engineers (1966), American Society for Training and Development (1977), Academy of Management (1976) and conclude their own codex with the following attributes (see below). Additionally,
8316-404: The first decades of the 20th century, advertisers began to focus on developing brand personality, brand image and brand identity—concepts. The British advertising agency W. S. Crawford's Ltd began to use the concept of 'product personality' and the 'advertising idea' arguing that in order to stimulate sales and create a 'buying habit', advertising had to 'build a definitive association of ideas round
8424-400: The following ten objectives or rules are key to a successful consulting career: Consultants are often outsiders to the client organization. On one hand, this means their work methods, expertise, behaviors, etc. differ from the client-employees and organizational, and is exactly what the client needs, however it can also be a considerable disadvantage for a successful engagement and may lead to
8532-505: The fourth century BCE. In a largely pre-literate society, the shape of the amphora and its pictorial markings functioned as a brand, conveying information about the contents, region of origin and even the identity of the producer which were understood to convey information about product quality. A number of archaeological research studies have found extensive evidence of branding, packaging and labelling in antiquity. Archaeologists have identified some 1,000 different Roman potters' marks of
8640-424: The genre became known as a soap opera . Before long, radio station owners realized they could increase advertising revenue by selling 'air-time' in small time allocations which could be sold to multiple businesses. By the 1930s, these advertising spots, as the packets of time became known, were being sold by the station's geographical sales representatives, ushering in an era of national radio advertising. From
8748-464: The goods'. In the United States, advertising agency J. Walter Thompson company (JWT) was pioneering similar concepts of brand personality and brand image. The notion of a 'brand personality' was developed independently and simultaneously in both the United States and Britain. For example, in 1915 JWT acquired the advertising account for Lux soap and recommended that the traditional positioning as
8856-498: The growth of online, highly skilled consultant freelance marketplaces has begun to grow. Additionally, the COVID-19 pandemic has resulted in an increase in remote work and demand for online-work skills to continue business or operations. Also known as ICUs - Internal Consulting Units , which are departments or specialists groups created by or maintained by usually larger companies for their own consulting service needs along
8964-464: The life sciences industry. As of December 2020, Cerner announced that it will acquire Kantar Health, acquisition is expected to close in the first half of 2021. On 1 April 2021 Cerner completed the acquisition of Kantar's Health Division and has re-branded to Cerner Enviza. Kantar Public conducts research and evaluations and advises governments, the public sector, NGOs and NFPs on the delivery of public policy, programmes, services and communications to
9072-426: The most highly visible and recognizable brands is the script and logo for Coca-Cola products. Despite numerous blind tests indicating that Coke's flavor is not preferred, Coca-Cola continues to enjoy a dominant share of the cola market. Coca-Cola's history is so replete with uncertainty that a folklore has sprung up around the brand, including the (refuted) myth that Coca-Cola invented the red-dressed Santa-Claus which
9180-440: The name of the manufacturer, place of origin or ingredients or any other generally accepted indicator of quality. The impetus for more widespread branding was often provided by government laws, requiring producers to meet minimum quality specifications or to standardize weights and measures, which in turn, was driven by public concerns about quality and fairness in exchange. The use of hallmarks , applied to precious metal objects,
9288-629: The name of the producer. Carbonized loaves of bread , found at Herculaneum, indicate that some bakers stamped their bread with the producer's name and other information including the use, price or intended recipient. These markings demonstrate the public's need for product information in an increasingly complex marketplace . In the East, evidence of branding also dates to an early period. Recent research suggests that Chinese merchants made extensive use of branding, packaging, advertising and retail signage. From as early as 200 BCE, Chinese packaging and branding
9396-420: The number of different forms of brands blossomed from the 14th century following the period of European discovery and expansion. Some individual brand marks have been in continuous use for centuries. The brand Staffelter Hof , for example, dates to 862 or earlier and the company still produces wine under its name today. The granting a royal charter to tradesmen, markets and fairs was practiced across Europe from
9504-410: The opposite spectrum in terms of design, esthetics, positioning and values. Brand equity Within the literature, it is possible to identify two distinct definitions of brand equity. Firstly an accounting definition suggests that brand equity is a measure of the financial value of a brand and attempts to measure the net additional inflows as a result of the brand or the value of the intangible asset of
9612-410: The organization values brands and its practices are oriented towards building brand capabilities". It is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization . This has resulted in an ever-tougher competitive situation on many markets. A product's superiority
9720-456: The outside consultant as desired. Additionally, consultants are key persons with specific domain-skills in creating strategies, leading change (e.g. digitalization ), leadership coaching, interim management (also called consultant manager ), etc. Another business-case is that a consultant may save the company money: for example, a specialist tax-consultant who saves the company 20% on its taxes, and only charges 10% in fees, enables
9828-440: The producer's personal identity thus giving the product a personality. Bevan and Wengrow have argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality control over commodities, and also needed to convey value to
9936-423: The public. In May 2022, Kantar announced the sale of Kantar Public businesses to private equity firm Trilantic Europe. From 9 November 2023, Kantar Public became known as Verian . British Market Research Bureau Limited – BMRB, which was established in 1933, London, were acquired by the group in 2009 and merged into Kantar Public in 2016. The subsidiary TGI – Target Group Index of BMRB, which was established in 1969,
10044-400: The retail landscape underwent major changes. Retailers were tending to specialize in specific goods or services and began to exhibit a variety of modern marketing techniques. Stores not only began to brand themselves, but also displayed branded goods, both in the glazed shop windows to attract passers-by and display counters to appeal to patrons inside the store. Branding was more widely used in
10152-460: The royal arms on their premises, packaging and labelling. By 1840, the rules surrounding the display of royal arms were tightened to prevent fraudulent claims. By the early 19th century, the number of royal warrants granted rose rapidly when Queen Victoria granted some 2,000 royal warrants during her reign of 64 years. By the eighteenth century, as standards of living improved and an emerging middle class began to demand more luxury goods and services,
10260-485: The royal household. The printer William Caxton , for example, was one of the earliest recipients of a royal warrant when he became the King's printer in 1476. By the 18th century, mass-market manufacturers such as Josiah Wedgewood and Matthew Boulton recognized the value of supplying royalty, often at prices well below cost, for the sake of the publicity and kudos it generated. Many manufacturers began actively displaying
10368-457: The same time staying neutral and objective, keeping a marginal position between the client and the provided service. Further, depending on the hiring company's understanding how to work with a consultant, the consultant might be seen as disruption to the inhouse employees status. Harrington notes that some people transferring from an employee role to working as a consultant are uncertain about how to price their services. General issues faced by
10476-508: The same; to attract and retain customers. However, companies have now experienced a new challenge with the introduction of social media. This change is finding the right balance between empowering customers to spread the word about the brand through viral platforms, while still controlling the company's own core strategic marketing goals. Word-of-mouth marketing via social media, falls under the category of viral marketing, which broadly describes any strategy that encourages individuals to propagate
10584-518: The types of consultants, including a consultant in a short-term role, as integrator, as driver, as project manager or methodology guru, know-how expert, or as scapegoat. In case of consultant as integrator , the consultant has the challenging task to resolve, negotiate, facilitate, mediate political situations in companies to move forward, such as different opinions, critical characters (persons), difficult relationships or interfaces, goal conflicts, power games, etc. In case of consultant as scapegoat ,
10692-567: The use of consultants offers value for money . A National Audit Office report published in 2015 recommended that all UK government departments adopt a "strategic plan" to assess their current skills and expected "skill gaps", so that their future need for consultants and temporary staff could be better predicted. Consultants provide their services to their clients in a variety of forms. Reports and presentations are often used. Advice can be general (high degree of quality of communication) and also domain-focused. However, in some specialized fields,
10800-405: Was applied to a broader range of goods and services. Craft guilds, which sprang up across Europe around this time, codified and reinforced systems of marking products to ensure quality and standards. Bread-makers, silversmiths and goldsmiths all marked their wares during this period. By 1266, English bakers were required by law to put a symbol on each product they sold. Bricui et al. have argued that
10908-652: Was finalized on Dec 31, 2021 and the merged company will operate under the name Onclusive. In October 2022, Kantar reorganized to create a combined Creative & Media Solutions and appointed Steven Silvers to lead the newly created division. In June 2023, Kantar sold its Media Healthcare Research (KMHR) to M3 Global Research. Kantar Worldpanel (formerly TNS Worldpanel) runs continuous consumer panels and specializes in shopper behavior. The Worldpanel division measures and advises on consumer and shopper behaviour, offering insight-based consulting on clients' marketing and business strategies. Kantar Profiles (formerly Lightspeed)
11016-501: Was formed through the integration of The Henley Centre, HeadlightVision, Yankelovich and TRU. In 2014, Millward Brown acquired EffectiveBrands Holding B.V., a marketing strategy consulting firm headquartered in Amsterdam. Millward Brown merged EffectiveBrands with Millward Brown Optimor, its strategy consulting unit, to form Millward Brown Vermeer. Kantar Health (now Kantar's Health Division) provides data, analytics, and research to
11124-786: Was founded in 2000 and is headquartered in Warren, New Jersey , United States. It provides online market research services, specializing in using the Internet as a data collection platform to provide research through building and maintaining panels subject to quality and representative sampling standards. Specialty panels range across industry sectors such as financial services, health care , business-to-business , automotive , family and more. Kantar Profiles also provides custom panels to address specific client needs. In 2007, it conducted over 20 million online surveys for clients. In 2019, Kantar brought its global panels and sample offer together into
11232-578: Was founded in Leamington Spa, England in 1973 and acquired by WPP Group in 1990. In 2004, WPP backed Millward Brown acquired strategic marketing research and consulting firm, MaPS - Marketing and Planning Systems based at Boston In 2015, the experts from MaPS were moved to Millward Brown Analytics. Kantar Millward Brown, now part of Kantar's Insights Division, is a global research agency specialising in advertising, marketing communications, media and brand equity research. Kantar Millward Brown works across
11340-432: Was named Chief Financial Officer of Kantar, while Adam Crozier was appointed chairman. In October 2020, Kantar announced the appointment of Alexis Nasard as chief executive officer, effective 30 December 2020. Nasard subsequently stepped down as CEO of Kantar on 27 April 2021. In July 2021, Chris Jansen was appointed to replace Alexis Nasard as CEO, effective 1 November 2021. Kantar has offices in 90 markets, including
11448-734: Was split and merged into the Kantar Media brand in 2009. In December 2019, the Kantar Group acquired the market research company Colmar Brunton Australia as part of its acquisition of WPPAUNZ 's Data Investment Management division. In February 2020, Colmar Brunton in Australia was fully integrated into Kantar, with the Colmar Brunton brand being retired in Australia. The following year, Kantar acquired Colmar Brunton's New Zealand parent company . In July 2021, Kantar completed
11556-466: Was used to signal family, place names and product quality, and the use of government imposed product branding was used between 600 and 900 AD. Eckhart and Bengtsson have argued that during the Song dynasty (960–1127), Chinese society developed a consumerist culture, where a high level of consumption was attainable for a wide variety of ordinary consumers rather than just the elite (p. 212). The rise of
11664-563: Was well in place by the 4th century CE in Byzantium. Evidence of marked silver bars dates to around 350 CE, and represents one of the oldest known forms of consumer protection . Hundreds of silver objects, including chalices, cups, plates, rings and bullion, all bearing hallmarks from the early Byzantine period, have been found and documented. Hallmarks for silver and gold were introduced in Britain in 1300. In medieval Europe, branding
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