Kantar creates brand equity tool

The tool, called Brand Equity Evaluation, will seek to answer questions about brand equity strength in a competitive environment.

Marketers will use the insights to inform category-level brand strategy, innovation and creative messaging, and also to position brands for profitable growth.

Brand Equity Evaluation can be set up in as little as a day and provide insights in as few as four days, and is available globally.

The tool allows insights professionals, brand managers and agency planners to take a rich snapshot of a brand’s position, identify brand associations and explore positioning and activation strategies.

Using Kantar’s BrandZ database and Meaningfully Different Framework for brand growth, users of the new tool will be able to find out what is driving their brand’s equity, identify opportunities to improve brand positioning, and understand influences on brand choice and how to convert predisposition to sales.

Chuck Brinker, executive vice-president for brand guidance solutions at Kantar, said: “We know that meaningfully different brands deliver superior business outcomes and outperform competitors, especially in times of crisis and market upheaval.

“With Brand Equity Evaluation on Kantar Marketplace, we can help clients identify strengths and opportunities and guide them on where to focus investment to create those meaningful connections.”