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Case: Nielsen 2007


2007


1998
THE STORY

It's a change of name, from VNU Group to Nielsen, as this Netherlands-based "global information and media company" chooses to adopt its best-known subsidiary name as a master brand umbrella. Says CEO David Calhoun, "Nielsen is one of the great names in the information services industry."

This is also the un-doing of a 1998 name change, to initials. VNU was formed in 1964 by the merger of two Dutch publishing companies. "V.N.U." was an abbreviation of the Dutch words "Verenigde Nederlandse Uitgeversbedrijven" which translates to "United Dutch Publishing Companies." With global expansion and a changing business focus, the full name was limiting so the company took the easy out ..."VNU," hardly a tower of brand strength.

Private equity firms acquired VNU in 2006 ($9.85 billion) and hired Calhoun, from GE, to run it. He cut jobs 10% and sold its European business magazines (keeping, for the time being, Billboard and The Hollywood Reporter... for their sex appeal?). Calhoun also decided to consolidate a diversity of subsidiary brands, many of them "Nielsen" but with no visual commonality, and to work gradually toward "truly integrated marketing and media services" under one brand. Meanwhile brands like Claritas and Scarborough will keep their logos (thus, a mixed signature system).

To help promote the brand's global intent, there are two HQ locations (Haarlem and New York).  
 


CREDITS

Landor NY


CASE INFO

Submitted by: Tony Spaeth, 22/05/2007
Status: Estimated by Tony Spaeth
Category: Information services
Country (HQ): United States


MATRIX DATA

DRIVERS

  

TOOLS

Strategic driver: 90%   
Broaden scope/scale/visibility
  Remove limiting geographic association
 10%  x  Identifier tactics: Name change: Brand
    x  Situation facts: Corporate level facts: HQ Location
    x  Change event : Medium visibility: Launch event
Broaden scope/scale/visibility
  Elevate public profile
 40%  x  Identifier tactics: Name change: Brand
    x  Change event : Medium visibility: Launch event
Change internal culture
  Enhance pride & confidence
 20%  x  Identifier tactics: Name change: Brand
    x  Change event : Medium visibility: Launch event
Change internal culture
  Transfer affiliation from unit to parent
 10%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Unit signature system: Mixed
Change perceived composition
  Modify parental 'umbrella' presence
 10%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant
    x  Identity system elements: Unit signature system: Mixed
    
Functional driver: 10%   
Name weakness
  Increase name impact & recall
 10%  x  Identifier tactics: Name change: Brand
    x  Identifier tactics: Logo change: Wordmark-dominant