Brand and communication

We believe that successful brands engage with customers by not only satisfying rational needs, but emotional needs as well.

TNS has extensive experience in this area, having conducted research for hundreds of brands from very different industries, and our findings have again and again confirmed that the main factor in creating a strong and enduring customer-brand relationship is an ability to address the emotional needs of customers. Brands that only communicate product features and that fulfil only functional needs can no longer sustain a competitive edge: in the modern business environment, it is essential to win both hearts as well as minds.

Brand Strategy
We help our clients to define their future brand strategy on the basis of a deep understanding of our clients' needs. Together, we try to create a brand that can address the deep emotional needs of the customers, which are the true drivers of brand choice. We use both qualitative and quantitative methods to achieve this end; of our branded products, we mostly use NeedScope ^TM , FutureView ^TM , or Conversion model ^TM .

Brand Expression
We help clients build consumer commitment by creating compelling brand experiences everywhere the consumer encounters the brand. A wide range of very different types of research can help inform this process-from developmental research and the refinement of advertisement concepts, communication materials, packaging, and brand names to evaluations of the impact of the places where customers encounter the brand (including outlets and company websites). And, of course, we also help our clients ensure that their communication is consistent with the chosen brand strategy.
In order to gain the required data, we use both qualitative and quantitative methods; of our brand products, we mostly use AdEval ^TM .

Brand Equity
In this area, we mainly help our clients to optimize their marketing expenditures by understanding how communication impacts the customer-brand relationship (on both the rational and emotional levels). We monitor the power of the brand on the market in relation to the set strategic aims of the company.
We use both qualitative and quantitative approaches in this area; of our brand products, we mostly use BPO ^TM .

Contact us for more information: Andrea.Volfova@tns-global.com .