Kantar, the world’s leading marketing data and analytics company, today launches Brand Equity Evaluation on Kantar Marketplace. Brand Equity Evaluation is designed to answer essential questions about brand equity strength in a competitive environment, and how to improve it. Marketers use the insights to inform category-level brand strategy, innovation, and creative messaging, and to position brands for profitable growth.
With set-up in as little as a day, and insights available in as few as four days, Brand Equity Evaluation on Kantar Marketplace allows insights professionals, brand managers and agency planners to take a rich snapshot of a brand’s position quickly and affordably. They can then identify brand associations and explore positioning and activation strategies. The new fast-turnaround capability makes it ideal for focused explorations of new markets, assessing new brand launches and preparing for tactical reviews or pitches.
With the winning combination of Kantar’s best-in-class Meaningfully Different Framework for brand growth, Kantar BrandZ database of over 20,000 brands, our brand expertise, and the power of automation, brand and category owners can:
- Understand the strength and health of their brand within their competitive landscape
- Find out what is driving their brand’s equity
- Identify opportunities to optimise brand positioning
- Explore short and long-term opportunities to increase brand equity and grow sales
- Understand influences on brand choice and how to convert predisposition to sales
Brand Equity Evaluation on Kantar Marketplace is the only independently certified and externally validated approach to brand equity measurement that is also fast and affordable. It joins a growing portfolio of self-serve and serviced products available on Kantar Marketplace to inform brand, creative and media strategy as well as innovation and product development.
“We know that meaningfully different brands deliver superior business outcomes and outperform competitors, especially in times of crisis and market upheaval.” said Chuck Brinker, EVP for Brand Guidance Solutions at Kantar, “We are on a mission to help brands connect with customers on a deeper level. With Brand Equity Evaluation on Kantar Marketplace, we can help clients identify strengths and opportunities and guide them on where to focus investment to create those meaningful connections.
Marketers continue though, to find it hard to secure investment in brand and measure the success of brand-building initiatives. Understanding how consumers connect with your brand is key to setting up your brand for growth; that is true for brands of every size, market, and stage of development. Making Brand Equity Evaluation available on Kantar Marketplace enables our clients to inform strategies that would have previously warranted bigger investments with quick and affordable category-specific brand insights.”
Brand Equity Evaluation is available on Kantar Marketplace from 20 July, globally. Pricing and market availability are accessible at kantar.com/marketplace