CARLSBERG CASE: Brand tracking of hundreds of brands

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Carlsberg uses a motivation and context based segmentation model developed with Ipsos to divide its brands into segments and optimise the positioning for each brand.

In order to strengthen both the global brand building and to monitor changes or new potential across markets, a Brand Health Tracker (BHT) system has been introduced. With the BHT, Ipsos also provides a data deliverables structure “from simple to very complex”, boosting accessibility for targeted insights across the organisation.

With the BHT fully integrated, we will have a data deliverables structure from simple to very complex. And as we accumulate data globally, we will have the possibility to generate new strategic insights, which will give us a competitive advantage.

- Senior Director, Consumer and Shopper Insigts, Carlsberg Group