Brand Strategy
Brand Positioning, Perception and Segmentation Strategy
Brands are worth more than ever. Unlock the power of brand.
Brands with strong emotive strength are 1.5x more likely to command a higher price.
Brands are 2x more likely to grow if they can increase consumption in new context or find new needs.
In a world of multiplying signals, faster decisions, short-term pressure and constant uncertainty, having the right strategic intelligence has never mattered more.
At Kantar, we’ve always understood the power of brand. We help brands unlock sustainable, long-term growth by combining human and cultural signals with the expertise of global brand experts, backed by validated, proven frameworks.
Our approach delivers a clear brand growth strategy by helping you:
- Understand consumer behaviour and category needs to uncover opportunity spaces that drive meaningful difference
- Decode the emotions behind brand choice and tap into human needs to build a meaningfully different positioning
- Identify and strengthen your distinctive brand assets to trigger instant system 1 recognition
For decades, the world’s leading brands have relied on Kantar to design strategies that fuel long-term growth. We turn intelligence into direction, and direction into impact, helping you define where to play, how to win, and how your brand can create enterprise value.
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 prioritising 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
Own Meaningfully Different positions for your brand(s)
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.
Align every touchpoint to your brand positioning
Needscope AI decodes the underlying emotion a brand communicates at an intuitive, faster system 1 level. Based on machine learning, NeedScope AI recognizes 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.
Transform brand insights into strategy
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
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.
Instant recognition for your brand's distinctive assets
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 frameworkUsing NeedScope framework to understand which assets will create consistency across all communications and touchpoints to drive your desired brand positioning.
Case studies
Perspectives
A: Brand positioning defines how a brand is perceived, differentiating it from competitors and driving preference.
Q: How does brand perception impact growth?
A: Positive brand perception builds trust, loyalty, and higher market value.
A: Brand segmentation divides audiences into meaningful groups, enabling targeted marketing strategies.
Q: How do businesses measure the success of brand positioning?
A: By tracking awareness, preference, and conversion rates.
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