Leveraging brand equity for financial growth
How can you gain competitive advantage and capitalize on brand opportunities?
Kantar believes the most successful brands are Meaningful (meets consumer needs), Different (unique and sets trends) and Salient (top of mind). These three qualities, in varying combinations, are what make a brand sell the most, command the highest price, and generate the greatest value share growth. Kantar Millward Brown uses the following three metrics to score brand equity:
- Power (grows sales through extra volume)
- Premium (commands a higher price)
- Potential (sustainable future success)
Our signature brand equity measurement system, BrandDynamics™, is based on Kantar Millward Brown’s Meaningfully Different Framework and forms a core part of our in-market measurement programs. Using BrandDynamics, we measure a brand’s current equity and identify growth opportunities. Our solution is more predictive of current market share than any other available approach.