Millward Brown measure the effectiveness
of fans trademarks pages
The research agency Millward Brown (Kantar, WPP Group) now offers the brands Fan Index, an instrument for measuring quantitative performance of a page "fan" posted on social networking, with a diagnosis to help optimize the content of this page. The methodology of this tool is based on the results of the study "Value of a fan," conducted by Millward Brown with the World Federation of Advertisers (WFA) and unveiled on September 12, which identifies the key methods to increase the capital brand among fans. It stresses that the quality of information provided by the brand is more important than the amount of fans it gathers.