Godfrey Launches B-to-B Brand Equity Analyzer(TM)

LANCASTER, PA, Apr 20 (MARKET WIRE) --
Godfrey, a leading business-to-business marketing communications agency,
has launched its B-to-B Brand Equity Analyzer(TM) (BEA), a strategic tool
to assess brand equity in a market and obtain actionable insight.

Developed jointly with Decision Analyst, a leading global marketing
research company headquartered in Arlington, TX, the BEA provides
business-to-business marketers with a tool to assess the strength of
their company's brand relative to its competitors. Through the use of
advanced analytics and modeling, the BEA equips senior managers with
insight to make better strategic decisions that will drive business
success.

"There are other tools and models to evaluate B-to-B brands, but we know
of nothing like the Brand Equity Analyzer," said John Colias, vice
president and director of the advanced analytics group at Decision
Analyst. "Its sophisticated modeling capability allows marketers and
senior managers to quickly see how specific actions they, or their
competitors, take will make measurable, quantifiable changes in brand
equity."

The BEA provides value measurements across all phases of the buying
process, grouped into three main categories:

-- Exposure - awareness, familiarity and purchasing

-- Affinity - interest, satisfaction, recommendations

-- Preference - favorite brands, loyalty, explanations (why did I/why
would I buy)

Sophisticated analytics and modeling techniques are used to
simulate various business decisions -- such as product pricing changes or
new service offerings -- so companies can quickly see the impact of these
actions on brand equity vis-a-vis competitors.

"Especially in today's economy, senior managers are understandably
impatient when it comes to long-range, time-consuming branding
assessments," noted Curt Hitchcock, Godfrey executive vice president and
lead on the branding initiative. "What actions will increase the strength
and the use of our brand relative to our competitors is a key question.
Executives are looking to marketing for actionable information on
achieving both short-term sales goals and for making strategic decisions
that will increase the value of the brand."

Hitchcock continued: "This is a not a quick-fix or general 'awareness'
study. Rather, it's a strategic research tool that yields information and
insights worthy of C-suite attention and can make brand management more
accountable and measurable."

More information on the new B-to-B BEA tool is available at
http://www.godfrey.com/branding/brand_equity_analyzer.aspx, including
three downloadable "light papers" targeted to specific audiences
(executive management, marketing management and researchers):

-- Why Should Executive Management Care About Brand Equity?

-- The B-to-B Marketer's Dilemma

-- Applying Advanced Analytics to B-to-B Branding Research

Godfrey also offers a variety of additional resources on the topic of
B-to-B branding. For more information, visit www.godfrey.com or contact
Curt Hitchcock at (717) 393-3831 or curt@godfrey.com.

About Godfrey

Godfrey is a full-service, integrated business-to-business marketing
communications company. The agency offers research, strategic consulting,
change communications management, brand management, advertising, public
relations, interactive media and e-business solutions, lead management,
measurement and the ability to implement cutting-edge technologies. For
more information about the spectrum of services Godfrey offers, please
visit the company Web site at www.godfrey.com.

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Editorial Contact:
Chuck Manners
Executive Vice President/Partner
Godfrey
chuck@godfrey.com

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