Australian brands can unlock brand growth opportunities at speed with agile research solutions

Sydney, 9 September 2022: As Australians grapple with the implications of rising inflation on cost of living, Kantar’s newest agile research tool helps marketers gain a rich, fast and affordable in-the-moment snapshot of their brand’s market position. Brand Equity Evaluation is the latest in Kantar’s market-leading suite of agile research solutions. It answers essential questions about brand equity strength and how to improve it in a competitive environment.

Brand Equity Evaluation insights inform category-level brand strategy, innovation and creative messaging at speed, helping marketers position their brands for profitable growth. They can identify brand associations and explore positioning and activation strategies. Set-up takes as little as a day with insights in under a week allowing for focused explorations of new markets, and assessment of launches, tactical reviews and pitches.

Kantar Australia’s Chief Commercial Officer Jonathan Sinton says in the current disruptive landscape, clients are often needing insights at the speed of decision-making.

‘When we talk to our clients around the world, an underlying theme is a need for speed, yet they don’t want to give up the best-in-class frameworks and consulting that we have always offered. Our response over the past five years has been to build a range of agile solutions leveraging the best of Kantar thinking.”

“We know that meaningfully different brands deliver superior business outcomes and outperform competitors, especially in times of disruption and market upheaval,” adds Sinton.

“We offer a market-leading solution combining our best-in-class Meaningfully Different Framework for brand growth, Kantar BrandZ database of over 20,000 brands, and brand strategy and guidance expertise, all in a matter of days. Through this agile approach, Australian brand and category owners can:

• understand the strength and health of their brand within their competitive landscape
• find out what is driving their brand’s equity
• identify opportunities to optimise brand positioning
• explore short- and long-term opportunities to increase brand equity and grow sales
• understand influences on brand choice and how to convert predisposition to sales.”

Brand Equity Evaluation is the only independently certified and externally validated approach to brand equity measurement that is also fast and affordable. It joins a growing portfolio of Kantar’s research solutions available on its agile Marketplace platform informing brand, creative and media strategy, and innovation and product development. These include AI-powered digital and TV ad testing in as fast as 15 minutes with Link AI for Digital and Link AI for TV. Kantar also offers agile qualitative solutions, and the ability to detect new trends early and optimise products and pricing through digital (DX) analytics.