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FROM MEANINGFUL BRANDS TO MEANINGFUL MEDIA BRANDS
The Meaningful Media Brands study is based on the global Havas study Meaningful Brands, conducted with 350.000 respondents every year for 11 years now, in 22 categories, 31 markets and about 1800 brands. Meaningful Brands measures key functional and emotional attributes that the consumer finds most important. It compares and scores brands on these attributes.
In essence, it measures how meaningful brands are in the lives of consumers.
Now, for the first time ever, we have done the same with media brands.
In this study, for over 100 Dutch media brands we measure how meaningful they are, based on three major pillars: