FCB brings brand measurement tool to AP market

<p>HONG KONG: FCB will roll out a new proprietary research tool in </p><p>Asia which the agency claims goes a step further than traditional </p><p>customer relationship management offerings. </p><p><BR><BR> </p><p>FCB Hong Kong managing director, Margaret Kennedy, claimed Relationship </p><p>Monitor focused on how relationships are built between brands and </p><p>people. </p><p><BR><BR> </p><p>"What this new research proposes is not just CRM but the next step, </p><p>which is customer brand relationship," said Kennedy. </p><p><BR><BR> </p><p>Kennedy said Relationship Monitor would be able to measure the intensity </p><p>and the nature of customers' relationship with a brand over time. </p><p><BR><BR> </p><p>Gary Tse, FCB Greater China chairman and chief executive, said: "The </p><p>measurement part is the most important component because it will help </p><p>marketers determine where their brand stands among its competition, and </p><p>to formulate an action plan to drive that brand to a more desirable </p><p>position." </p><p><BR><BR> </p>