Is there a secret sauce for brand marketing?

Emotional brand building is crucial for growth. We explore the ingredients needed to build brand equity.
14 March 2022
Cooking spices
Mary Kyriakidi

Global Thought Leader, Brand Guidance

Get in touch

Brand equity and the role it plays in unlocking sustainable and profitable growth is always top of mind for the modern marketer. And rightly so, as a brand is one of the most valuable assets a business has. The proof comes from Kantar BrandZ. Over the last 15 years our studies have proven that the stronger a brand, the more superior its shareholder returns, and the greater its contribution to a business’s cash flow. Our analysis also suggests that strong brands recover more quickly, which can be a brand’s superpower in what promises to be a new century of disruption ahead.

Kantar BrandZ strong brands chart

But how can you build brand equity? And monitor its success?

The answers are no longer a well-kept secret. For the last 40 years we’ve been helping brands reach new heights of sustainable growth. Still, the zigzagging routes to growth implore navigation and the intertwined paths towards a stronger brand equity demand untangling. 

This episode of The Sleeping Barber podcast explores our work at Kantar in demystifying brand equity. In conversation with Marc Binkley, VP Strategy & Digital Marketing at Anstice Communications, we discuss the nuances of brand equity, the ‘secret sauce’ for brand success, and why imagination matters so much in business.

The lively dialogue is informed by wisdom from renowned marketers and insights and evidence from Kantar studies and extensive databases.

Listen to the podcast to find out:

  • Are customers polygamous? And what is brand predisposition?
  • What is brand equity and why does it matter?
  • How should you measure brand equity?
  • Why should insights come before brand strategy?
  • How do you know if you are really customer-centric?
  • Why do Amazon employees drag an empty chair into every meeting?
  • Is it enough for brands to be distinctive? Or should they be different too?

And much more.

Listen to the podcast here or below and get in touch to find out more about how to strengthen your brand’s equity, or read our comprehensive guide to brand equity and growth. 

Get in touch
Related solutions
Ensure your brand strategies deliver sustainable brand growth, using an integrated performance management system.
Brands with strong equity are destined to grow. Knowing your equity and how to build it is the foundation for success.

The definitive guide to brand-building.

Discover how strong brands provide value for businesses and shareholders. 

brand equity guide banner
Brand equity and growth
Download our comprehensive guide to brand equity and growth, based on research and data from Kantar databases.
Find out more