Will your brand equity enable growth – or impede it?

What people think of your brand matters. Learn how agile brand equity measurement can help you define your optimal growth strategy.

Changes in brand equity sometimes seem to move at a glacial pace. But like the melting ice caps, losing track of what people think about your brand can happen slowly over time yet – have a catastrophic impact. Suddenly, your brand equity data is two years out of date, you’re not sure how your brand is perceived compared to the competition, and you ruefully wonder how you got here.

Brand perceptions really matter. They can either position your brand for growth or regression. And you might be surprised to learn how few brands actually achieve sustainable growth: only one in ten, according to recent analysis of the BrandZ database, which assessed 12 000 brands between 2014 and 2022.

This article was published exclusively on Kantar.com on July 20, 2022.