FCB Group unveils Brand Relationship Style Monitor India study

MUMBAI: Cogito Consulting, the brand consulting division of the FCB Group shared key findings from the Brand Relationship Style Monitor Study at a seminar attended by well over 50 marketers and media persons in Mumbai today.

The Brand Relationship Style Monitor (BRSM) tries to understand the nature and intensity of the relationships between a brand and its customers, guiding relational branding and providing insight into how to improve these relationships, brand loyalty and profitability.


The Brand Relationship Style Monitor has been developed by FCB Worldwide through an extensive study across 342 brands and 45 categories in 7 countries, states an official release. It took over two years and a multi-million dollar investment for the model to be developed.

A rich database of around 163,000 brand customer relationships have been examined to provide insight to several global majors. The studies were conducted in Brazil, mainland China, Germany, Hong Kong, the United Kingdom and the U.S. Some of the categories that threw remarkable worldwide insights through the BRSM were packaged goods, food & beverages, computers, communications, financial services, automobiles, healthcare, toys, fashion and apparels and airlines, the release adds.



The Relationship Monitor model consists of two basic components: A set of 13 relational dimensions connecting customers to brands and a set of 7 relational styles describing the nature of customer-brand relationships

The BRSM in India was done across 1125 customers (users of brands) and revealed close to 2400 brand mapping scores. Done across two cities, the study took over 12 months to develop and fine tune, given the complexities of the Indian market. The initial product categories of the study included automobiles, consumer durables, telecom and financial products.



FCB Ulka Advertising Mumbai ED & CEO M.G.Parameswaran reckons "The BRSM will be a very powerful tool for marketers to have in their quiver for great brand strategies."

Cogito Consulting COO Kinjal Medh who presented the findings opined that "Indian consumers are very different from the rest of the world, though a bit like consumers in Brazil. Indian consumers tend to gravitate to the two ends of the BRSM namely Consumers in a ‘Perfect Fit‘ relationship with their brands as also consumers in ‘Price- Based‘ equations with their brands. Both styles being highly indicative of the seriousness with which consumers here seek brands, being fairly high involved decisions at the same time being highly price-value conscious ."

Dorab Sopariwala, an eminent Marketing Consultant, said "It is very a useful tool and can be used in conjunction with other brand equity measures".

Brands in categories such as telecom and consumer durables have strong skews towards the ‘Follow-the-leader‘ relationship style. The study also revealed that a few brands among financial products suffer on very important relationship styles such as ‘caring‘ and ‘reliant‘. The BRSM also highlights certain ‘diagnostic‘ measures that can be used for brands to move up the relationship ladder, for better brand equity.

Cogito Consulting is the brand consulting division of the FCB Group. The FCB Group in India comprises of FCB Ulka Advertising, Lodestar Media, FCB Ulka Interactive, FCB Ulka Healthcare, Nebula Films, Cygnus PR, Interface Communications and Procyon Graphics.

Latest Reads
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories