Kantar launches brand performance tracker

The ‘BrandNow’ tool uses artificial intelligence to incorporate intellectual property from across Kantar, including the company’s trend AI technology, equality measurement framework and its fraud and bot detection AI.

Initially available to track the UK and the US markets, the tracker is part of Kantar’s new set of brand guidance tools – BrandTek – which covers tracking, measuring equity and managing campaign impact.

Brand owners can use the BrandNow tool to measure the impact of market factors and marketing activities, and assess how their brand and competitors’ brands are performing.

It covers 25 product and service categories, including, in the UK, grocery retail, telco, automotive and social media.

Ted Prince, chief product officer, Kantar, said: “Whether as a standalone tracker or a real-time supplement to a customised brand tracker, BrandNow provides the real-time signals and movement in brand equity that every research, marketing or brand executive needs.”