Brand Guidance
Guidance to shape your brand future.
Brand Guidance
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)
- Maximize 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
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.
Key Features
Embedded with Meaningful Different Salient (MDS) framework
All the richness and rigor 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.
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.
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.
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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.
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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
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Faster, smarter in-market campaign decisions
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 optimize creative mix.
Results
On your dashboard in as few as 48 hours.
Benchmark
Against robust ad tracking norms across markets and media types.
A Kantar-trained AI assistant to support your brand growth ambitions
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 organization.Key Features
Leverage
GPT technology to summarize large volumes of complex data in a conversational manner in seconds rather than daysBenefit
From Kantar's rich experience of your business needs, providing insights specific to your categories, brands and business unitsDrive
Deeper insights by consolidating multiple datasets, reports and advanced analytics in one place, empowering your teams to self-serve
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Case studies
Explore BrandZ data for free
Discover your top brand equity indicators in seconds with Kantar BrandSnapshot powered by BrandZ.
Download the Kantar BrandZ Global Report
Discover 10 implications for better marketing decisions