Strategies and guidance to shape your brand future.

We believe in the power of a brand. Great brands don’t happen by accident. Long-term sustainable brand value is built by a combination of art and science. Kantar Brand Strategy and Brand Guidance expertise and solutions amplified by technology, ensure you know where to play, how to win and keep winning.

  • Market understanding to identify value in the category and how to unlock it
  • Brand positioning to position your brand portfolio to create value
  • Brand guidance with our Meaningful Different Salient framework to diagnose the strength of your brand as an asset and how you can unlock future value, stay on track to deliver value and maximise the impact of your campaigns.

For 50 years the world’s most valuable brands have chosen to partner with Kantar to shape their brand future.

Brand expertise. Powered by MDS, amplified by tech.

View the full portfolio below

How we’ve helped our clients

BrandSnapshot

Discover your top brand equity indicators in seconds

Kantar BrandSnapshot powered by BrandZ offers brand equity insights instantly and completely free. Access data from the world’s most extensive brand equity study available now in an interactive dashboard.

Key Features

Data

The latest BrandZ data at your fingertips.

Truly global scale

Intelligence on strengths and weaknesses of over 10,000 brands across 850+ categories in 42 markets.

Trusted brand equity framework

Kantar's Meaningful Different Salient (MDS) framework is the only brand equity framework that is globally accredited and externally validated to deliver commercial outcomes.

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BrandEvaluator

BrandEvaluator

Unlock the future value of your brand

Kantar BrandEvaluator is an agile brand equity measurement tool providing a robust assessment of your brand’s current position and future potential allowing you to confidently make strategic brand decisions.

Key Features

Embedded with Meaningful Different Salient (MDS) framework

All the richness and rigour of Kantar's brand equity research experience distilled into the product, ready for you to apply for your brand.

Results

In as few as 4 days.

Configurable

To your brand, your competition and your category context.

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BrandCampaign

BrandCampaign

Kantar BrandCampaign  measures the in-market performance of your own and competitor ads across multiple channels.

Find out more about Kantar BrandCampaign

 

Addressing these challenges:

  • Is my campaign reaching enough of my target audience? Is it cutting through across regions?
  • Which creatives should I invest more or less in across my different media channels?
  • Can i rerun the campaign?
  • Is my campaign wearing-out?

 

Key benefits

  • Determine if your creative is starting to wear out
  • Compare performance versus norms to provide additional context
  • Take decisions to increase or decrease spends across ads or for the campaign
  • Get quick reads in as few as 48 hours for effective course-correction

Go to Kantar BrandCampaign on Kantar Marketplace
BrandHealth

BrandHealth

Kantar BrandHealth tracks your brand, helping you to act and react quickly to threats and opportunities. Diagnose and plan your strategy to shape the future to uncover growth opportunities. 

Addressing these challenges:

  • How are my marketing efforts building sales and brand value?
  • Do I need to course-correct?
  • Am I on track for future success?
  • What is likely to happen to my brand next?

Coupled with TrendAI this exponentially enhances your ability to study 1000s of trends for an instant understanding of the marketplace signals, along with forecasting the future.

 

Key benefits

  • Fast-moving measures that signal the health of your brand in both the short and long-term
  •  Identify opportunities and risks from your competition
  • Reveal relationships between brands and sub-brands or variants
  • With KPIs that act as early indicators of future changes in brand value and sales
BrandStructures

BrandStructures

Kantar BrandStructures helps you to identify which brand associations form the linchpin to the neural paths of your brand's equity and sales.

 

Addressing these challenges:

  • What’s driving my brand’s equity?
  • What are the key associations with my brand that drive sales?
  • What are the different themes in perceptions of my brand?

Key benefits

  • Provides a guide to making better decisions on positioning, messaging and communications territories 
  • Informs target setting by understanding how much you can and need to drive key associations to grow equity and or sales