SOURCE: Nielsen BuzzMetrics

April 05, 2007 10:08 ET

Nielsen BuzzMetrics Introduces Powerful Tool to Visualize Brand Associations Within Internet Chatter

NEW YORK, NY -- (MARKET WIRE) -- April 5, 2007 -- Nielsen BuzzMetrics, the global measurement standard in consumer-generated media, today launched a powerful visualization tool to map how consumers naturally think and talk about brands across billions of unaided conversations online.

The Brand Association Map™ (BAM) uses advanced text-mining algorithms to plot the most important language, attributes, issues and themes about a brand in concentric circles, derived from consumer expression in blogs, boards, ratings sites and other forms of consumer-generated media (CGM). With the brand represented in the bull's eye, the resulting visualization empowers marketers to quickly grasp how brand identity, reputation and equity mesh with core assumptions.

"The Brand Association Map takes a powerful snapshot of a brand DNA, helping marketers reconcile intuition and beliefs about brands with how consumers really contextualize them," said Jerry Needel, senior vice president, Product Management, Nielsen BuzzMetrics. "This aids understanding of true brand health, and results in marketers asking the right questions and making better decisions."

Brand stakeholders who benefit from BAM include:

--  Marketers - to understand relevant initiatives and product benefits.
--  Researchers - to identify hot issues invisible or unaddressed by
    traditional techniques.
--  Advertising Agencies - to ensure messaging preserves and optimizes
    brand equity.
--  External Relations - to uncover vulnerabilities in corporate
    reputation.
--  Media Buyers - to measure response and engagement with specific
    communications campaigns, spokespeople and contexts.
    

Learn More About BAM

To learn more about consumer-generated media, including BAM, please sign up for Nielsen BuzzMetrics' CGM 101 Webinar, scheduled for Friday, April 6. To register and learn about additional educational modules, please visit http://www.nielsenbuzzmetrics.com/webinars.asp


About Nielsen BuzzMetrics

The Nielsen BuzzMetrics service, marketed by BuzzMetrics, Inc., is the global standard in measuring consumer-generated media and word of mouth. Nielsen BuzzMetrics helps more than 100 leading global companies interpret and leverage the buzz surrounding them--clients like Canon, Comcast, Ford, General Motors, HBO, Kraft, Microsoft, Nokia, P&G, Sony, Target and Toyota, as well as the top 15 pharmaceutical concerns. Partners include the world's largest marketing-services firms, and innovative new-marketing agencies. The company has also collaborated with distinguished research organizations such as the Pew Internet and American Life Project. BuzzMetrics, Inc. is a subsidiary of The Nielsen Company, owner of such renowned research names as ACNielsen and Nielsen Media Research. For more information, visit www.nielsenbuzzmetrics.com.

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