The market research agency Zapera is now introducing BrandIndex on the Nordic market. BrandIndex is already enjoying much success abroad because the companies are able to follows their brands’ market position from day to day – as if it were the stock exchange. BrandIndex uncovers both the strengths and the weaknesses of a brand and the simple diagrams from Zapera also give a clear picture of a company’s reputation on a daily basis.

PRESS RELEASE
15 May 2008

In What do Nokia, McDonald’s, Carlsberg, Hennes & Mauritz, SAS, Coca-Cola, Google and Volvo have in common – besides the fact that they are all world renowned brands?

They are all brands that are measured from day to day in the new research tool BrandIndex from Zapera. BrandIndex is already successfully implemented in many other countries and now Denmark and the Nordic region are also included. Among other things, this means that the big international brands will be supplemented with a number of strong local brands so that all the essential players within the chosen sectors can be measured and compared. And the results – well, they are of interest to both the owners of the brands and the competitors.

-”With increasing globalisation it is more important than ever for Danish companies to be able to compare themselves with both local and international competitors. BrandIndex could very quickly prove to be an indispensable tool in the continuous work of building a brand, because BrandIndex literally rates performance every day” says Lars Gylling, Nordic Marketing Manager for Zapera.

Zapera has already collected data for some months in the Nordic countries. Every day 1,000 interviews are carried out in the Nordic region – of these 250 are in Denmark. Today the Danish BrandIndex measures 206 brands, across 10 sectors. The number will be adjusted continuously following the demand from Zapera’s clients.

Zapera explains that the value of a brand is created in the consumers’ consciousness. Is it a brand you talk or hear about, and is it then in a positive or negative way? Is the company behind the product perceived as credible, and does it represent good or poor quality? This is a continuous process which creates and adjusts behavioural patterns, and the results are immediately available in Zapera’s BrandIndex. New trends are through this identified as soon as they happen.

”A media storm can hit a company just like that. The sooner the company behind the brand in question knows the extent and effect of the incident, the bigger the chance is to avoid panic reactions. This requires that you know the levels during normal conditions. And there is thus no way around daily measurements”, Lars Gylling explains.

BrandIndex includes seven measures that together give a good picture of a brand’s strengths and weaknesses – and the brand’s immediate state of health. The seven measures are Buzz (the brand’s reputation today), General impression (corporate image), Quality, Value (for money), Satisfaction, Recommend (Ambassador-effect) and Corporate Reputation (would you be proud – or embarrassed – to work for the company?).

For further information, please contact:

Nordic Marketing Manager Lars Gylling, Zapera, tel. +45 70 27 22 24,
email: lg@zapera.com

or

Leif Bomberg, KommunikationsGruppen, tel. +45 33 98 00 00,
email: leif@kommunikationsgruppen.dk

About Zapera:

Zapera is the Nordic region’s leading internet-based market research agency. Zapera was established in 2000, and since then the company has grown by 40% a year on average. Zapera has panels in Denmark, Sweden, Norway, Finland, Estonia and Poland. In total Zapera has 85 employees split on 5 Nordic offices. In the summer of 2007 Zapera became part of the UK market research agency YouGov plc, and in total the group manages over 1.5 million panel members in Great Britain, Germany, the Nordic region, US and the Middle East.