Brand Strategy

Strategies to shape your brand future.

Kantar Brand Strategy solutions combine brand expertise, proven frameworks and technology, so you can identify value, set a course and design a strategy for your brand to create long term sustainable value.

- Matrix’s consumer behaviour model deep dives into category needs to grow brand value by unlocking opportunity spaces that drive meaningful difference
- NeedScope’s validated framework and unique tools are able to tap into human needs, understand the emotion driving brand choice and with this, shape a meaningfully different positioning for your brand portfolio.
- Brand Imprint's proven system 1 approach ensures instant recognition for your distinctive assets.

For 50 years the world’s most valuable brands have chosen to partner with Kantar to shape their brand future.

Brand Strategy expertise in 70 markets to answer all your brand questions and provide insights and advice to shape your brand future

Our Solutions

Grow category value by finding new space

Matrix unlocks category value with a systematic approach to Finding New Space for your brand and portfolio. We help direct portfolio management, brand fit, innovation and/or communication efforts to where they will have maximum impact through identifying and prioritizing opportunities.

Key Features

Proven

Consumer behavioural model to drive survey content, analytics and deliverables removing uncertainty and facilitating confident decisions making.

Future Shaping Insights

Shape your brand by unlocking meaningfully different growth opportunities, informed by Kantar’s externally validated Meaningful Different Salient framework.

Find New Space

Unlock growth opportunities whether you're looking to move your brand into new categories or occasions, expand your audience or inspire new product development

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Own Meaningfully Different positions for your brand(s)

With a focus on emotion, NeedScope provides direction to develop and differentiate brand positioning and deliver a consistent experience across all touchpoints. Our validated framework and unique tools help you build a meaningfully different brand or brand portfolio that will drive strategic and competitive advantage predisposing more people to your brand.

Key Features

Best in class Brand Positioning Framework

Identifies the best brand (portfolio) positioning opportunities based on deep understanding of underlying emotional needs.

Trusted brand equity framework

Informed by Kantar's externally validated Meaningfully Different Salient framework, NeedScope uses a powerful framework to design a differentiating brand positioning and ensure consistency in brand execution.

A world class solution

Driving brand growth through 20,000+ projects across 115 markets.

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Align every touchpoint to your brand positioning

Needscope AI decodes the underlying emotion a brand communicates at an intuitive, faster system 1 level. Based on machine learning, NeedScope AI recognises the emotion in visual imagery and music. This ensures every touchpoint and activation is aligned with your brand’s positioning.

Key Features

AI semiotic decoder

Understands the emotion in your brand's assets to connect with the system 1 fast brain.

Optimise

Your brand assets to better align with your brand positioning.

Execute

Your brand consistently across touchpoints, based on emotion.

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Transform brand insights into strategy

An integrated robust process to transform your brand research insights into a fully developed brand strategy. Our proprietary approach draws on NeedScope tools as well as our considerable brand expertise. Key stakeholders are engaged throughout the process so there is clear brand direction and ownership of the strategy.

Key Features

Proven Brand Positioning framework

Turns brand insights into a differentiating brand strategy

Bring brand positioning to life

Develops a brand ambition, touchpoint guardrails and a brand book to support your brand strategy.

Brand Architecture guidelines

How to enter new space for growth with proven Brand Architecture principles and the power of the NeedScope framework.

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Instant recognition for your brand's distinctive assets

BrandImprint uses cutting edge cognitive psychology to measure how quickly and easily consumers recognise your brand's assets and connect them to the brand. Through direct questions and response speed tasks Brand Imprint accesses the intuitive 'type 1' responses evoked by logos, colours, shapes and other assets brands use to trigger recognition in advertising environments.

The method includes a combination of questions and speed of response tasks to access intuitive, 'type 1' responses evoked by different brand assets. Brand assets includes things like logos, colours, slogans, shapes, and anything else that a brand uses to trigger recognition in advertising environments.

Key Features

Proven System 1 approach

Leverages the latest developments in neuroscience and cognitive psychology.

Your brand's most Distinctive Assets

Identifies the assets intuitively and uniquely associated with your brand.

Trusted positioning framework

Using NeedScope framework to understand which assets will create consistency across all communications and touchpoints to drive your desired brand positioning.

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