Brand and communication
TNS Brand & Communication helps clients create enduring brand relationships through the development of relevant strategies brought to life through every aspect of the brand experience.
We strive to challenge traditional research practices and offer our clients fresh perspectives on the successful and efficient management of their brands.
TNS Point of View
TNS Brand & Communication research is underpinned by three core principles that are essential in understanding and building strong brands:
Emotion drives behaviour and how consumers view the world.
Brands must satisfy consumer needs, not just at a functional level but at a deeper emotive level. The key to developing powerful and profitable brands lies therefore in the ability to truly understand the full range of consumer needs and align a brand with these needs more closely than any of its competitors.
The power of brands lies in the strength of their relationships with consumers.
If consumer needs are truly satisfied, strong and enduring brand relationships can be formed. True understanding of the brand relationship means going beyond behavioural loyalty to capture the psychological attachment – or commitment – to the brand. Strong commitment can overcome market barriers (such as higher pricing, limited availability) and influences how receptive consumers are to messaging.
Every interaction with a brand has the ability to influence the relationship with the consumer.
In the past, brand perceptions were heavily influenced by mass-marketing programmes, giving the brand owner considerable opportunity to control a brand’s image. In the current environment of media fragmentation and social connectivity, this level of control has diminished. Consumers now experience brands across an ever increasing range of both brand and consumer generated touchpoints. These interactions must be understood in order to explain their effects on the brand.
Our suite of world-class solutions has been created around these principles, enabling us to offer unparalleled insights into the hearts and minds of consumers across categories, cultures and continents.