Define, build and manage your brand for profitable growth

Clarity about what your brand stands for, and how to activate it consistently across channels, has never been more important or more possible. Successful brands resonate and engage with people, consistently and coherently across touchpoints, to deliver their short-term objectives and build the brand in the long term.

So how can you create meaningful differentiation and drive a strong presence in the market?

We bring together deep human understanding, the latest thinking and integrated insights from different data sources, to help you define a winning strategy. And respond quickly to opportunities and threats.

 

Our areas of specialism:

Brands need a differentiated positioning, clarity of purpose and cultural relevance to stand out from the crowd.

We provide the human, cultural, brand and category insight you need to create meaningful differentiation and become irresistible to your audience. From understanding the category landscape, to identifying the drivers of equity, and defining your brand positioning, we help you shape your brand for growth.

 

Building irresistible brands

NeedScope helps you develop and optimise your brand positioning and manage the drivers of irresistibility across the touchpoints and moments that matter.

Brand Media Monitor

The Kantar TNS Brand Media Monitor is an unique multi brand, multi touchpoint and multi target research. It is a benchmark for the marketing and media world in Belgium.

Winning the brand share battle

ConversionModel provides detailed insights into category dynamics and spending patterns, pinpointing opportunities to attract new consumers, build brand desire and market presence.

Drive brand growth with agile intelligence

Knowing how, when and where to activate brands has never been more important, more urgent or more possible in today’s technology and data-driven world. We intelligently integrate validated survey measures with social, search, sales, media, behavioural data and more, to create agile brand guidance systems. This provides you with the fast, early-warning indicators you need to act, react and course-correct.

Winning the brand share battle

ConversionModel provides detailed insights into category dynamics and spending patterns, pinpointing opportunities to attract new consumers, build brand desire and market presence.

Make better, faster decisions to grow your brand

A new approach to brand tracking: our brand guidance systems provide clear direction for your brand, from strategic planning right through to continuous monitoring and optimisation.

How can you gain competitive advantage and capitalize on brand opportunities?

Kantar Millward Brown believes the most successful brands are Meaningful (meets consumer needs), Different (unique and sets trends) and Salient (top of mind). These three qualities, in varying combinations, are what make a brand sell the most, command the highest price, and generate the greatest value share growth.

Brand Equity

Kantar Millward Brown believes the most successful brands are Meaningful (meets consumer needs), Different (unique and sets trends) and Salient (top of mind). These three qualities, in varying combinations, are what make a brand sell the most, command the highest price, and generate the greatest value share growth.

Meaningfully Different Framework

Do meaningfully different brands create financial value growth? The answer is yes. Our Meaningfully Different Framework is a holistic brand equity measurement system that helps determine how meaningful (meets consumer needs), different (unique and sets trends) and salient (top of mind) your brand is. We measure and provide insight on the power, premium and potential of your brand

How we’ve helped our clients

Unwrapping emotional needs to increase share

NeedScope, Brand & Communication, FMCG

The challenge

The chilled food market leader needed a roadmap for customer acquisition and long-term growth in the chilled meat category.

Our approach

Our NeedScope study looked beyond the functional benefits that had previously defined the category, to identify the real drivers of choice and the potential for irresistibility.

The insight

A tendency to differentiate brands only at the product level resulted in unmet emotive needs around contentment, adventure and playfulness. Pulling individual brands apart to differentiate them at the emotive level could build irresistibility for the portfolio as a whole.

Impact

Increased market share through a portfolio of differentiated, irresistible brands with stronger linkage between emotive and functional needs.

Putting the sparkle into innovation strategy

NeedScope, Brand & Communication, FMCG

The challenge

Just Juice looked to innovation to re-establish brand share and value in an evolving cold drinks market. Growth potential was seen in fizzy drinks – but was this space right for the brand?

Our approach

We used the NeedScope framework to explore the functional and emotional drivers of brand choice in cold drinks, and reveal the best opportunities for an irresistible brand proposition meeting unmet needs.

The insight

Hybrid fruit juice and lemonade represented the strongest opportunity, with bubbles offering important emotional benefits.

Impact

Just Juice Bubbles became the most successful launch in the company’s history, with 35 per cent portfolio growth and every element of the launch built around bubbly, lively fun.

Riding back to market leadership

NeedScope, Brand & Communication, Automotive

The challenge

India’s market leader in scooters had lost its leadership of the broader two-wheel category, and attempts to regain its position by launching a new motorcycle had failed.

Our approach

We used a qualitative and quantitative NeedScope programme to explore the dynamics of the market, and look beyond function to reveal all of the needs that scooters and motorcycles meet.

The insight

Motorcycles and scooters address very different emotional needs in India; to become irresistible to motorcycle buyers the client needed a new brand that was young, sporty, irreverent and had a sense of freedom that could appeal to the ‘liberation’ market segment.

Impact

The launch of the new brand re-energised the company and returned it to market leadership amongst rave reviews from motoring magazines.

Identifying barriers to growth

ConversionModel, Brand & Communication, Technology

The challenge

An initially successful new mobile operator was struggling to increase its market share beyond 2-3%, and battling low retention rates.

Our approach

We used ConversionModel to explore the brand’s competitive strengths and weaknesses in different regions, and reveal the market dynamics influencing brand choice, retention and conversion.

The insight

Weak network signals and late delivery of SMS messages were a barrier to brand loyalty and acquisition. Only those who were very young, and prepared to compromise quality in search of low prices, tended to remain loyal to the brand.

Impact

Our client’s market share doubled, and retention rates increased by 50%.

Identifying growth opportunities in new markets

ConversionModel, Brand & Communication

The challenge

A major European network operator needed to evaluate which new markets would provide the greatest opportunities for expansion.

Our approach

We used ConversionModel to analyse consumers’ needs and assess their commitment to incumbent brands across a range of different countries.

The insight

We identified the most promising markets, with the largest number of people open to changing their current provider.

Impact

The client launched a new operator brand into the two most promising markets, achieving more than 10 per cent penetration within the first 18 months.