A comprehensive guide to brand equity and growth

Brand equity is one of your business’s most valuable assets, proven to drive revenue and growth.

• But what exactly is it?
• How can you influence consumer perceptions and measure the impact?
• What roles do media, brand purpose and brand assets have in building equity?
• And how do you align your brand strategy to grow your equity?

We’ve compiled the latest Kantar thinking about brand equity and brand growth based on decades of data from Kantar’s databases into a comprehensive guide to brand equity. It explores what it is, why and how to measure it, how to build powerful brand associations and alter consumers’ perceptions, why emotion should underpin everything a brand does, along with the role of media and brand touchpoints in driving effectiveness. And it outlines the elements of brand strategy that will help build and improve your brand’s equity.