Brand Strategy
Brand Positioning, Perception and Segmentation Strategy
Brands are worth more than ever. Unlock the power of brand.
Brands with strong emotive strength are 1.5x more likely to command a higher price.
Brands are 2x more likely to grow if they can increase consumption in new context or find new needs.
In a world of multiplying signals, faster decisions, short-term pressure and constant uncertainty, having the right strategic intelligence has never mattered more.
At Kantar, we’ve always understood the power of brand. We help brands unlock sustainable, long-term growth by combining human and cultural signals with the expertise of global brand experts, backed by validated, proven frameworks.
Our approach delivers a clear brand growth strategy by helping you:
- Understand consumer behaviour and category needs to uncover opportunity spaces that drive meaningful difference
- Decode the emotions behind brand choice and tap into human needs to build a meaningfully different positioning
- Identify and strengthen your distinctive brand assets to trigger instant system 1 recognition
For decades, the world’s leading brands have relied on Kantar to design strategies that fuel long-term growth. We turn intelligence into direction, and direction into impact, helping you define where to play, how to win, and how your brand can create enterprise value.
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 prioritising 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
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.
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 recognizes 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.
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.
Build brands people recognise, remember and choose
BrandImprint helps marketers identify the distinctive brand assets that can cut through the noise and create instant meaning and connection with the brand.
Available through Kantar Marketplace, BrandImprint combines reaction-time brand measurement with Intuitive Associations to reveal which assets make your brand instantly recognisable, and the meanings consumers instinctively associate with them.
The result is faster, evidence-based decision intelligence that helps marketers build brands that are easier to recognise, remember and choose, strengthening the Meaningful Difference that drives growth.
Key Features
Make confident asset decisions
Identify which assets to invest in, build, evolve or retire, using a validated score of their fame, distinctiveness and intuitive connection to your brand.Protect accumulated brand equity and focus investment where it will create the greatest advantage.
Build recognition and meaning everywhere
Deploy the right assets consistently across advertising, packaging, commerce and brand experiences.Strengthen instant recognition while reinforcing the associations that make your brand Meaningfully Different.
Move faster from insight to action
Access evidence-based decision intelligence through Kantar Marketplace, helping you quickly prioritise assets, optimise touchpoints and make the brand easier to recognise, remember and choose.
Case studies
Perspectives
A: Brand positioning defines how a brand is perceived, differentiating it from competitors and driving preference.
Q: How does brand perception impact growth?
A: Positive brand perception builds trust, loyalty, and higher market value.
A: Brand segmentation divides audiences into meaningful groups, enabling targeted marketing strategies.
Q: How do businesses measure the success of brand positioning?
A: By tracking awareness, preference, and conversion rates.
Explore BrandZ data for free
Discover your top brand equity indicators in seconds with Kantar BrandSnapshot powered by BrandZ.
Discover how the most valuable brands win
Download the report to discover the signals, decisions and strategies driving brand growth.