Brand strategy and guidance
We believe in the power of a brand
Great brands don’t happen by accident. Long-term sustainable brand value is built by a combination of art and science.
Kantar Brand Strategy and Brand Guidance expertise and solutions amplified by technology, ensure you know where to play, how to win and keep winning.
Market understanding to identify value in the category and how to unlock it (Matrix)
Brand positioning to position your brand portfolio to create value (NeedScope)
Brand guidance with our Meaningful Different Salient framework to diagnose the strength of your brand as an asset and how you can unlock future value (Equity measurement), stay on track to deliver value (Tracking) and maximise the impact of your campaigns (Brand impact)For 50 years the world’s most valuable brands have chosen to partner with Kantar to shape their brand future.
Brand expertise. Powered by MDS, amplified by tech.
Brand Strategy
Strategies to shape your brand future.
Kantar Brand Strategy solutions combine brand expertise, proven frameworks and technology, so you can identify value, set a course and design a strategy for your brand to create long term sustainable value.
- Matrix’s consumer behaviour model deep dives into category needs to grow brand value by unlocking opportunity spaces that drive meaningful difference
- NeedScope’s validated framework and unique tools are able to tap into human needs, understand the emotion driving brand choice and with this, shape a meaningfully different positioning for your brand portfolio.
- Brand Imprint's proven system 1 approach ensures instant recognition for your distinctive assets.
For 50 years the world’s most valuable brands have chosen to partner with Kantar to shape their brand future.
Brand Strategy expertise in 70 markets to answer all your brand questions and provide insights and advice to shape your brand future
Our Solutions
Grow category value by finding new space
Matrix unlocks category value with a systematic approach to Finding New Space for your brand and portfolio. We help direct portfolio management, brand fit, innovation and/or communication efforts to where they will have maximum impact through identifying and prioritizing opportunities.
Key Features
Proven
Consumer behavioural model to drive survey content, analytics and deliverables removing uncertainty and facilitating confident decisions making.
Future Shaping Insights
Shape your brand by unlocking meaningfully different growth opportunities, informed by Kantar’s externally validated Meaningful Different Salient framework.
Find New Space
Unlock growth opportunities whether you're looking to move your brand into new categories or occasions, expand your audience or inspire new product development
With a focus on emotion, NeedScope provides direction to develop and differentiate brand positioning and deliver a consistent experience across all touchpoints. Our validated framework and unique tools help you build a meaningfully different brand or brand portfolio that will drive strategic and competitive advantage predisposing more people to your brand.
Key Features
Best in class Brand Positioning Framework
Identifies the best brand (portfolio) positioning opportunities based on deep understanding of underlying emotional needs.
Trusted brand equity framework
Informed by Kantar's externally validated Meaningfully Different Salient framework, NeedScope uses a powerful framework to design a differentiating brand positioning and ensure consistency in brand execution.
A world class solution
Driving brand growth through 20,000+ projects across 115 markets.
Needscope AI decodes the underlying emotion a brand communicates at an intuitive, faster system 1 level. Based on machine learning, NeedScope AI recognises the emotion in visual imagery and music. This ensures every touchpoint and activation is aligned with your brand’s positioning.
Key Features
AI semiotic decoder
Understands the emotion in your brand's assets to connect with the system 1 fast brain.
Optimise
Your brand assets to better align with your brand positioning.
Execute
Your brand consistently across touchpoints, based on emotion.
An integrated robust process to transform your brand research insights into a fully developed brand strategy. Our proprietary approach draws on NeedScope tools as well as our considerable brand expertise. Key stakeholders are engaged throughout the process so there is clear brand direction and ownership of the strategy.
Key Features
Proven Brand Positioning framework
Turns brand insights into a differentiating brand strategy
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Bring brand positioning to life
Develops a brand ambition, touchpoint guardrails and a brand book to support your brand strategy.
Brand Architecture guidelines
How to enter new space for growth with proven Brand Architecture principles and the power of the NeedScope framework.
BrandImprint uses cutting edge cognitive psychology to measure how quickly and easily consumers recognise your brand's assets and connect them to the brand. Through direct questions and response speed tasks Brand Imprint accesses the intuitive 'type 1' responses evoked by logos, colours, shapes and other assets brands use to trigger recognition in advertising environments.
The method includes a combination of questions and speed of response tasks to access intuitive, 'type 1' responses evoked by different brand assets. Brand assets includes things like logos, colours, slogans, shapes, and anything else that a brand uses to trigger recognition in advertising environments.
Key Features
Proven System 1 approach
Leverages the latest developments in neuroscience and cognitive psychology.
Your brand's most Distinctive Assets
Identifies the assets intuitively and uniquely associated with your brand.
Trusted positioning framework
Using NeedScope framework to understand whichc assets will create consistency across all communications and touchpoints to drive your desired brand positioning.
Brand Guidance
Brand expertise. Powered by MDS, amplifed by tech.
Kantar Brand Guidance solutions combine brand expertise, forecasting, and technology, so you can act fast, stay competitive and continue to win.
- With our Meaningful Different Salient framework – the only brand equity measurement approach independently validated to deliver commercial outcomes. Diagnose the strength of your brand as an asset and how you can unlock future value (Equity measurement)
- Stay on track to deliver value (Tracking)
- Maximise the impact of your campaigns (Brand impact)
Kantar's powerful value-based metrics for marketing are validated to deliver business outcomes.
- High Demand Power brands capture 9X higher volume share.
- Brands with high Pricing Power can charge more. Our validation proves that consumers spend 2X on such brands.
- High Future Power brands are 4X more likely to grow value share than low Future Power brands.
Our Solutions
Kantar BrandSnapshot powered by BrandZ offers brand equity insights instantly and completely free. Access data from the world’s most extensive brand equity study available now in an interactive dashboard.
Key Features
Data
The latest BrandZ data at your fingertips.
Truly global scale
Intelligence on strengths and weaknesses of over 10,000 brands across 850+ categories in 42 markets.
Trusted brand equity framework
Kantar's Meaningful Different Salient (MDS) framework is the only brand equity framework that is globally accredited and externally validated to deliver commercial outcomes.
Kantar BrandEvaluator is an agile brand equity measurement tool providing a robust assessment of your brand’s current position and future potential allowing you to confidently make strategic brand decisions.
Key Features
Embedded with Meaningful Different Salient (MDS) framework
All the richness and rigour of Kantar's brand equity research experience distilled into the product, ready for you to apply for your brand.
Results
In as few as 4 days.
Configurable
To your brand, your competition and your category context.
Kantar BrandDynamics is a tech-enabled, always-on brand tracking solution. AI-enriched foresight on business leading metrics allow you to keep tabs on your competitors in real time and promptly invest marketing resources.
Key Features
AI toolkit
Our proprietary AI toolkit gives you daily lag-free and noise-free brand signals and data trends. Its daily forecasts help you anticipate the market and stay ahead of competition.
Industry-leading
Industry-leading fraud and bot detection AI keeps the panel clean and human, resulting in the highest quality data in the market. Our Qubed anti-fraud software uses state-of-the-art machine learning and deep neural networks to process over 300 features of each survey and score half a million surveys per day to identify fraud that humans can not and then removing them in seconds.
Meaningful Different Salient
Embedded with Meaningful Different Salient (MDS) framework - Be confident in your decisions with MDS proven to deliver commercial outcomes.
Request a demo today
Kantar BrandHealth utilises fast-moving measures to track your brand and monitor your competition. Neutralize threats and quickly measure the impact of live campaigns using decision-ready data.
Get a rich understanding of your brand equity with the Meaningful Different Salient (MDS) framework - proven to drive brand growth.
The BrandHealth dashboard blends short-term measures enabling fast course correction with an overview of the long-term trajectory of your brand.
Key Features
Best-in-class
Future ready tracking program for your brand, your category, your market - built on 50+ years of experience tracking the world's most valuable brands.
Meaningful Different Salient
Embedded with Meaningful Different Salient (MDS) framework - Be confident in your decisions with MDS proven to deliver commercial outcomes.
Actionable
And decision-ready brand health KPIs give you a perfect blend of short-term indicators and long-term measures of brand growth.
Contact your Kantar team for more information or write to insights@kantar.com
Kantar BrandDigital is a monthly brand tracker powered by digital search. Fuelled by Kantar’s proprietary AI toolkit, BrandDigital provides a much-expanded view of the market: geographies, languages, categories and brands as well as hard-to-reach markets.
Key Features
AI toolkit
Kantar's proprietary AI toolkit captures and analyses everything consumers are searching for, in their own words, to ensure brands do not miss a thing, without restrictions of pre-set parameters or taxonomies.
Unparalleled access
To over 4.3 billion digital consumers, enabling you to cover more regions and geographies compared to working with other agencies.
Machine-led, human refined approach
The machine does the data collection, collation, classification at speed and scale while our digital experts ensure the data is curated to deliver insights addressing your brand priorities.
Contact your Kantar team for more information or write to insights@kantar.com
Kantar BrandStructures identifies the top perceptual associations your brand should focus on. Expert consultants apply advanced statistical modelling to existing tracking data and other available data sources to explain the relationship between brand attitudes, equity and even sales. It identifies which levers will help you accelerate brand growth.
Key Features
Applying the same modeling engine that developed MDS (Meaningful Different Salient) framework
Over the last 5 years we have delivered nearly 2000 brand models, for 400+ brands in over 45 countries
Unique brand expertise and human understanding of over 1500 Kantar analytics experts deliver strategic insights
Contact your Kantar team for more information or write to insights@kantar.com
Kantar BrandCampaign helps you understand the in-market effectiveness of your campaign. Built on learnings around creative effectiveness, it provides an in-market assessment of the brand-building ability of advertising across all media channels. BrandCampaign allows marketing and brand teams to make better decisions about ongoing and future advertising investments.
Key Features
Measures
Campaign performance while live and diagnoses reasons for performance to optimise creative mix.
Results
On your dashboard in as few as 48 hours.
Benchmark
Against robust ad tracking norms across markets and media types.
Trained by Kantar brand experts, KaiA understands your brand growth needs and provides immediate answers to your most pressing questions in conversational, meaningful language. KaiA connects Kantar intelligence to consumer marketing, brand and sales data to give instant actionable insights that are easily understood and accessible across your organisation.
Key Features
Leverage
GPT technology to summarise large volumes of complex data in a conversational manner in seconds rather than days
Benefit
From Kantar's rich experience of your busniess needs, providing insights specific to your categories, brands and business units
Drive
Deeper insights by consolidating multiple datasets, reports and advanced analytics in one place, empowering your teams to self-serve
Contact your Kantar team for more information or write to insights@kantar.com