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
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.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.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 recognises the emotion in visual imagery and music. This ensures every touchpoint and activation is aligned with your brand’s positioning.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.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.
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.
Discover your top brand equity indicators in seconds
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.Unlock the future value of your brand
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.Harness the power of your brand with AI-enriched insights.
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.Future-proof the value of your brand
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.
Stay on top of disruptors and expand your view of the market
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.Leverage the DNA of your brand to accelerate growth
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.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.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 organisation.Case studies
