The Strongest Brands in Belgium and Learnings from the Top 100 Most Valuable Global Brands
Join us in person to celebrate the strongest brands of Belgium in 2024. Discover the fastest risers and newcomers across categories and deep dive into an analysis of unlocking brand growth. Don’t miss insights to make your brand different and meaningful to a larger audience.
On site event
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Thursday, September 19, 2024 |
From 14:30 Until 18:00 |
Nemo33 Stallestraat - Rue de Stalle 333 1180 - Uccle - Ukkel |
Practical
- Easy car parking on site (option for electric charging)
- Bike stands at the entrance
- Public transport: tram 4 stop Stalle (P)
Explore BrandZ data for free
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For a quick read on a brand’s performance compared to competitors in a specific category, Kantar’s free interactive tool, BrandSnapshot powered by BrandZ, provides intelligence on 14,000 brands. |
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Get in touch with our BrandZ Belgium experts
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Isabelle Mérillou |
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Sana Hussain |
The three rules of brand growth
Brands that people are strongly predisposed to have
… than brands with weaker predisposition |
Brands that are always present attract
more buyers compared to those present on just one half of buying occasions |
Chance of growth if you can find new uses for your range:
Increasing uses for a brand by 10% results in growth of 17% |
Bring these resources to your team
10 page summaryShortlist for CMOs. |
Free Blueprint digital bookDelve into Kantar’s in-depth analysis and charts. |
Webinar to re-watchIn case you missed it, or want to share with your team. |
Get in touch to start the journey to evaluate your brand performance and to shape your brand future.
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Isabelle Mérillou |
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Kantar and Ellen MacArthur Foundation partner to accelerate transition to the circular economyOur partnership promotes a unique business model transformation, focusing on circularity in the global economy along with mitigating climate change, waste, and pollution. |
Virtual Launch Event: 12 June 2024
The increasing importance of brand in driving growth
Join this virtual launch event to celebrate the world’s most valuable brands of 2024.
- Discover the new Global Top 100, fastest risers and newcomers across 13 category rankings and seven continents.
- Explore extensive analysis on the increasing importance of brand in driving growth.
- Hear the perspectives of global brand builders from AB InBev, Haier, Infosys, P&G and PepsiCo
Don’t miss actionable insights to evolve your brand to be meaningfully different to more people.
Get global insights from Top100 already. The Kantar BrandZ Belgium report will be launched later this year.
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Wednesday, June 12, 2024 |
8:30 or 17:00 |
60 minutes |
Don’t hesitate to contact our BrandZ expert for more information.
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Sana Hussain |
The Blueprint for Brand Growth is a breakthrough in understanding how businesses build profitable, strong and sustainable brands.
Download Kantar’s evidence-based Blueprint book to discover:
- How to shape your marketing strategy using Kantar’s Growth Driver and the three Growth Accelerators
- Which marketing levers make the biggest difference, and when
- How to track and predict the most important metrics
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The evidence-based framework for marketersKantar’s Blueprint for Brand Growth is built on an analysis of 6.5 billion consumer data points, on how people feel and act, collected over the past decade. |
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Free Blueprint digital bookDelve into Kantar’s in-depth analysis and charts and help you bring this evidence to your team |
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Webinar to re-watchIn case you missed it, or want to share with your team. |
Get in touch to start the journey to evaluate your brand performance and to shape your brand future.
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Isabelle Mérillou |
Brand Growth Lessons from 6.5 Billion Consumer Data Points and a Decade of Marketing Insights
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On Tuesday 14 May 2024, we’ll bring you the Blueprint for Brand Growth. Kantar’s evidence-based framework will help you to build strong and profitable brands. The Blueprint defines the future of marketing and offers you a simple and data-driven approach to prioritise your marketing investments and efforts. Join this webinar for the most comprehensive analysis of what really matters for Brand Growth. |
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You'll discover:
- What the Blueprint for Brand Growth is
- What strong brands have in common
- Which activities make the biggest difference
- How and when to use the Blueprint framework
- How to track and predict the most important metrics
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Tuesday, 14 May 2024 |
start at 9:30 CEST (+1 h) / 16:00 CEST (+1 h) |
60 minutes |
After the webinar, let's discuss how our insights can address your brand's challenges.
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Isabelle Mérillou |
Experience the benefits of our versatile solutions
Innovation is much more than new products and services; it is also about experiences or new business models like subscription
Top Tech Brand to Revamp Smartphone App Icon!
ChallengeThe aim was to broaden brand associations with the new icon, beyond the app's core use, while maintaining its recognition as part of the product and brand. |
ApproachUsing IdeaEvaluate with a gamified approach for users to express preferences for various icons via intuitive associations and modular feedback. This stems from the insight that decision-making time indicates belief certainty. |
InsightWhile the new icon compares favorably to our global competitive set, the existing icon excels due to ingrained familiarity. Initial consumer discomfort from an icon change can be mitigated with distinctive assets. |
ImpactThe new icon was rolled out worldwide to better align our product with others from the parent brand. |
Shortlist winning ideas at speed
- Identify the ideas that resonate.
- Fine-tune your ideas so you can get to market faster.
- Make confident decisions about the ideas best fit for your brand.
Grab the IdeaEvaluate one pager
New April release! Discover even more options now.
Screener flexibility
Core survey enhancements
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Ready to innovate differently?
We would love to talk to you about the significance of these insights for your business and we can help you solve some of these innovation challenges.
Meaningfully different brands have a head start with AI
Brand Success and GenAI:
- Brand success relies on authenticity, consistency, and being meaningfully different.
- GenAI aims to create on-brand content, but challenges persist.
- Effective use of Generative AI requires more than algorithmic teaching.
Authenticity in the GenAI Era:
- In the GenAI era, authentic and distinct brand identities matter.
- Machines lack human intuition, cultural understanding and emotional intelligence.
- Brands must have a meaningfully different brand positioning, clarity of purpose and cultural relevance
Distinctive Brand Identities and GenAI:
- Meaningfully different brand identities set companies apart.
- Basic GenAI usage benefits brands by driving on-brand outputs.
- Strong brands capture more volume share, charge higher prices, and grow future value share.
According to Kantar BrandZ 2023, to drive Pricing Power, brands need to be Meaningful and Different. Salience plays less of a role. Meaningfully Different brands are the brands that are prioritised as people try to cut back on their spending.
Consumer Perception and Content Personalization:
- Consumers are less positive about GenAI than marketers.
- Content personalization enhances engagement.
- GenAI streamlines brand voice alignment and allows tailored messaging.
Remember, GenAI’s impact extends beyond algorithms—it’s about creating meaningful connections.
Curious after reading this short summary? Don’t hesitate and read the full article.
Harnesses the power of AI and BrandZ data
In a dynamic landscape, Kantar’s blend of AI, data, and strategic expertise ensures brands can navigate disruption and drive long-term value.
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What does it mean for brands to be salient, meaningful, and different and how can they use the Meaningful Different Salient framework to create value? |
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Kantar Insights offers AI tools for market research, innovation, and consumer insights. From concept exploration to emotion analysis in music, Kantar aids informed decisions. |
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Brands grow by being meaningfully different to more people.
Get in touch to learn more and discover Kantar’s AI solutions and how we can help you with insights augmented by AI.
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Sana Hussain |
Useful and inspiring research insights
The Effie Awards, initially launched in 1968 by the New York American Marketing Association, aimed to recognize and honor the most effective advertising efforts. The award now honors all forms of effective marketing communications and the companies and individuals creating effective work on six continents and over forty countries.
In Belgium, the Effie Awards serve as a platform to acknowledge and celebrate effective marketing campaigns that yield tangible results. These awards commend creativity, strategic thinking, and measurable impact within the Belgian marketing sector.
Kantar Belgium, a key player in data, insights, and consulting, collaborates closely with Effie Belgium. As a research partner, Kantar brings its expertise to enhance the evaluation of campaigns deserving recognition.
In summary, Kantar Belgium’s partnership with Effie Belgium contributes to celebrating effective marketing, fostering industry collaboration, and acknowledging impactful campaigns within the Belgian market.
For more information about the Effie Awards, visit Effie Belgium: www.effiebelgium.be
Five lessons from Effie Europe winners on creating effective advertising.
Creative effectiveness remains a marketer’s greatest tool to ensure their campaigns deliver whatever challenges they face. We and our partner Effie Europe are longstanding champions of creativity that drives real world impact, so we have come together to better understand what sets award winning creative apart. Using Kantar’s scalable effectiveness measurement tool, LINK AI, we have tested 200 assets from the last 2 years Effie Europe winners and extracted killer insights about how they do it.
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Isabelle Mérillou |
Kantar is your indispensable brand partner in a world being reimagined with AI
Kantar Insights provides a range of AI-powered tools and services that cater to various aspects of market research, innovation, and consumer insights. Whether you’re exploring new concepts, analyzing brand perception, or understanding emotions in music, Kantar’s AI offerings can be valuable for informed decision-making.
Shape your brand future with AI insights
Kantar has been developing proprietary technologies that helps us collect data thoughtfully, responsibly and effectively and advanced analytics and AI capabilities that allow us to go faster and further for our clients.
CreativeHow can I test creative effectiveness at scale? |
MediaHow do I optimise marketing investments to increase short and long-term growth? |
InnovationWhich innovation opportunities have the most potential? |
BrandHow do I position my brand/portfolio to create value? |
Don’t Miss Out! Grab Kantar’s AI Credentials now
GENERATIVE AI IN ADOBE PHOTOSHOP
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Creating an AI-enhanced image was one of our goals for the cover. The unique feature of AI-generated imagery is that it can sometimes have a surrealistic quality. In addition to growing and blooming, AI is constantly changing, so with this prompt, we were able to create a plumage of flowers surrounding our subject, transforming it from the original image into a more holistic one that fit within our colour scheme and related to the topic of the presentation. |
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Get in touch and find what you need to navigate in this ever-changing world of AI and discover opportunities to shape your brand future.
Capture both Passive and Active Attention
Given the significant time people spend on digital and mobile devices, it’s crucial for brands to reach them effectively. However, merely reaching people isn’t sufficient; brands must also establish meaningful connections.
Context Lab – powered with attention data – provides insights into content effectiveness within specific digital contexts—before, during, or after your campaign goes live. You can evaluate paid digital media across various platforms, influencer content, branded material, and native marketing.
Understanding which creative performs best in different contexts allows you to optimize placements, enhance digital campaign performance, and achieve your goals.
Tackling these challenges
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Comparing Brand Impact Across Platforms and Versions
Understand how your brand performs across different platforms and versions. Analyze metrics such as awareness, consideration, affinity & associations to identify areas for improvement. |
Attention-Grabbing Content
Craft content that captures attention. Use compelling visuals, concise messaging, and clear calls-to-action. Test different approaches to see what resonates best with your audience. |
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Creative Strengths of Digital Ads
Evaluate your digital ad creatives. Consider factors like storytelling, uniqueness, and relevance. Leverage data to identify which elements drive the most positive responses. |
Optimizing Placements
Strategically place your ads where they’ll have the greatest impact. Consider user behavior, context, and timing. A/B test different placements to improve effectiveness. |
Why Context Lab?
- Test Across Platforms: Evaluate the same ad in various contexts—YouTube, Facebook, Instagram, Twitter, TikTok, and YOUKU—to ensure optimal performance.
- Compare with Branded or Influencer Content: Understand how your ads stack up against other content types. Does your brand message resonate effectively?
- Attention Metrics: Measure whether people pay attention to your ads. Stronger impact begins with capturing their interest.
- Behavioral Data and Brand Lift: Capture behavioral insights alongside brand impact and creative diagnostics. This holistic approach informs your strategy.
Remember, you can also compare your results against robust normative benchmarks and swiftly set up projects via Kantar Marketplace for rapid insights within 48 hours!
Optimize your digital media now
The ad industry is already adopting attention...
Attention metrics are key for ad pros, with 90% affirming their significance and 65% marking it as crucial in sales and customer journeys. Many plan to invest in this area in the next year. Connect now to begin.
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Martine Philippe |
