By Alexandra Mukhanova, associate director and creative lead, Kantar.
At Kantar, we know that meaningfully different brands are charged to grow. But growth requires that meaningful difference be clearly communicated and appreciated by consumers.
When a strong proposition is paired with powerful advertising to amplify that proposition, there is a multiplier effect at work. Our Kantar BrandZ global analysis of close to 100 strong brands over a 10-year period data shows this clearly.
Brands that exemplified the best of both worlds – using highly appealing advertising to promote strong meaningful difference – enjoyed brand value uplift of 232 per cent – more than double the ef
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