Brand equity is not a mystical notion: it’s one of your business’s most valuable assets. Our many studies have proven that the stronger the brand, the more superior the shareholder returns, and the greater the contribution to a business’s cash flow.

In this booklet, we’ve brought together decades  of Kantar BrandZ empirical data, and wisdom from our brand experts, to demystify brand equity. We share our thinking on what brand equity is, and why and how to measure it, then shift our attention to the distinctive brand assets that help drive sales. Guided by analysis of our extensive databases, we lay down a solid case for the importance of monitoring touchpoint landscapes and uncover the optimal channel spend allocation for media effectiveness.

We then discuss the hotly debated notion of building brand equity through meaningful purpose, before we turn the spotlight on the forces that influence consumers’ perceptions and lead to strong brand equity. Our journey climaxes with a piece on Brand Strategy, where we reveal the essential elements needed to get it right, whether you need to build it, improve it or revitalise it.