WHAT IS THE
BLUEPRINT FOR BRAND GROWTH?
It’s easier to grow brands when populations are growing, and the economy is healthy. It’s much tougher during times of economic turbulence, as you need to make difficult choices. And marketing needs to be firmly in the driving seat - to grow penetration, profitability, and value.
The Blueprint is based on a breakthrough we've made in understanding how businesses build strong and profitable brands, using our externally validated Meaningful Different and Salient framework to look at how people feel and act over a decade. The aim of the Blueprint for Brand Growth is to support CMOs in growing their brands and creating and predicting value for their brands.
The Blueprint for Brand Growth is an evidence-based framework that defines the future of marketing.
For the first time, we have analysed attitudinal data from Kantar Insights, Kantar BrandZ and Kantar Worldpanel’s behavioural data, using our intellectual property – the Meaningful Different and Salient framework. This brand equity framework is accredited by the Marketing Council Standards Board (MASB).
Kantar Profiles provides human insights at scale and speed through the highest-quality panels and world leading, AI-driven, anti-fraud technology. Our analysis is based on these consistently high-quality sources of data and robust panels, along with our data science skills, and with data analysed over time, rather than at a fixed point.
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Understanding your brand equity is at the heart of deciding how to best plan for growth. Saïd Business School at Oxford University, our partners in the Future of Marketing Initiative, state in their most recent analysis of Kantar BrandZ data:
“Brand equity is the missing link to help investors know where to get the best returns.”
In the Blueprint for Brand Growth, we prove that penetration - the proportion of category buyers choosing a brand in a period - is strongly correlated with attitudes to brands. This is the essence of brand equity: connections in consumers’ minds that make your brand easy to choose. And we’ve gone further. We mined our behavioural and attitudinal data assets to demonstrate what brings true, sustainable growth in brand penetration.
Kantar BrandZ shows that strong brands outperform others, increase margins, and better ride out economic uncertainty. This applies equally to brand that are tangible products or digital services, powered by an algorithm.
In the Blueprint, you'll gain insights into what strong brands have in common, which activities make the biggest difference, and how to track and predict the most important metrics.
