Kantar, the world’s leading marketing data and analytics company, today announces the launch of Kantar BrandNowTM, an always-on brand performance tracker.
BrandNow delivers daily benchmarks and short-term forecasts for 25 product and service categories* to steer brand performance. Brand owners can now measure the impact of market factors and marketing activities, while also tracking long-term brand success.
BrandNow generates real-time data that is robust and reliable. In addition to interviewing real people at scale, on a daily basis, it combines proprietary and differentiating IP from across the company, including:
• Kantar’s Trend AI technology to cancel the ‘noise’ in the data that distort short-term metric movements, and lets customers see category trends with no time lag.
• Kantar’s Meaningfully Different Salient (MDS) equity measurement framework to deliver robust insights, allowing accurate and timely interventions to grow brand equity, optimise campaign planning and media spend, and mitigate crises.
• Kantar’s new market-leading fraud and bot detection AI, Qubed, to keep panels clean and human, ensuring real responses from real people.
“Market conditions change in real-time. Brand tracking has now evolved to address that challenge. Shaping brand performance requires a combination of human expertise and technology”, said Ted Prince, Chief Product Officer, Kantar. “Whether as a standalone tracker or a real-time supplement to a customised brand tracker, BrandNow provides the real-time signals and movement in brand equity that every research, marketing or brand executive needs.”
Kantar’s unique IP, alongside the industry’s foremost experts to advise on strategy, makes BrandNow the right platform for customers to use as basis for investing marketing resources in the right place and the right time. Kantar’s always-on brand tracker will also make it possible to understand customer perceptions of brand purpose and sustainability attitudes, an increasingly important attribute for consumers.
BrandNow is part of Kantar’s newly launched BrandTek portfolio – a complete suite of brand guidance products, including dedicated solutions for brand tracking, equity measurement and campaign impact management.