After analyzing 6.5 billion global data points on consumer attitudes and purchasing habits from the last decade, Kantar identified three accelerators of brand growth: predisposition, presence and new spaces. According to the company, the concepts, presented in the study “Blueprint for Brand Growth”, provide a working and decision-making model for marketers to better control the driving forces that shape the future of companies.
“For the first time, we have combined a decade of brand attitudinal research with real consumer behavior to understand more holistically the tangible impact that marketing has on growth. Among other elements, we see that emotional connections in advertising are crucial. When optimized, they build differentiation and predispose consumers to a brand, increasing sales and loyalty,” comments Milton Souza, CEO of Kantar’s Insights division.
In practical terms, the study shows that to leverage a brand it is necessary to follow these concepts:
Engage more people: Creativity, advertising and experience costa rica whatsapp data create a significant difference as well as mental availability for a brand. When this is executed optimally, it generates a 9x higher share of purchase volume, a 2x higher average selling price and a 4x higher probability of increasing share in the future;
Being more present: optimizing distribution, customer journey, assortment, packaging, pricing and promotions wins 7 times more shoppers compared to being present in only half of the shopping occasions; and
Finding new spaces: Innovation focused on identifying incremental spaces (motivations, occasions, tangential categories and services) doubles a brand’s chances of growth. Increasing the number of usage occasions by 10% results in revenue growth of over 17%.
How the analysis was done and how to enhance the results
The analysis focused on the question: “How can marketers drive brand growth?” The results showed that brands that are significantly different to more people have a 5x greater market penetration today and a real advantage in penetration growth over the next two years. This significant difference, according to Kantar, is represented by the three growth accelerators.
“Growth accelerators will be instinctively familiar to CMOs. However, they are now underpinned by new, quantifiable evidence of their impact on brand and revenue growth. These are universal truths that every brand can use to focus their strategy and secure budget for their most impactful activities,” notes Elen Wedemann, CEO of Kantar’s Worldpanel division.
Kantar’s analysis reinforces the role of differentiation – and not just distinction – in creating strong mental connections between consumers and brands, as well as in defending pricing power.
Collaborative analysis result
Blueprint is the result of a collaboration between Kantar experts combining the unique assets of Kantar’s BrandZ database, which measures brand value, and Worldpanel, a panel of consumer goods purchasing and purchasing behavior data from people around the world. In Brazil, Worldpanel includes 11,300 households from all regions and social classes in the country, representing 60 million households.
The Blueprint builds on and enhances existing industry research on how brands grow. It importantly demonstrates that while increasing market penetration is crucial, focusing on it alone is insufficient to holistically drive sustainable brand, revenue and margin growth.