In October 2004, three Kantar Group companies – Added Value, Icon Brand Navigation and Diagnostic Research – combined under the Added Value (AV) name. Added Value focuses on brand marketing, consumer insight, innovation and communications optimization. Core services are setting future direction (cultural and trend analysis); identifying market opportunities (market segmentation and consumer needs mapping, brand portfolio management); strengthening brand equity (brand evaluation, diagnosis and strategy creation); innovation (ethnography, ideas generation and development); evaluating ideas (marketing mix optimization, concept evaluation); optimizing communications (decoding and planning, copy testing); and communications performance optimization (planning, tracking).
Added Value operates under the business names Added Value, Icon Added Value, Oracle Added Value, Added Value Cheskin, AV-Stratosfera and Added Value Saffron Hill. The company has 21 offices in 13 countries, operating in the UK (London), France (Paris), Spain (Barcelona and Madrid), Italy (Milan), Germany (Nuremberg & Hamburg), Poland (Warsaw), Russia (Moscow), South Africa (Cape Town and Johannesburg), USA (New York, Los Angeles, and San Francisco), Australia (Sydney), China (Hong Kong, Beijing, Guangzhou and Shanghai), Singapore and The Philippines (Manila).
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