Watch this inspiring interview with Luis Alejandro Emmerth from Mars on brand management and its alignment with financial value. 📌Here are the key takeaways: ✔️Brand Management: The importance of developing brands, driving penetration, and delivering what consumers need to achieve economic profit. ✔️Meaningful, Different and Salient Framework: Used to assess brand strengths, identify opportunities, and measure long-term and short-term impacts of investments. ✔️Building Iconic Brands: The importance of creating brands that inspire happiness and meet consumer needs. ✔️Global and Regional Excitement: The MDS framework has generated excitement across global and regional teams, helping to align strategies and identify brands with the highest potential. ✔️Category Leadership: Instead of defending against competitors, Mars focuses on developing the category and driving penetration for the benefit of consumers and the business. To learn more about Kantar's Meaningful Different and Salient framework: A new standard for brand equity measurement: https://lnkd.in/efXQFQTW #BrandGuidance #MDS #MeaningfulDifferentSalientframework #Brand #Marketing #Pricing
About us
Kantar is the world’s leading marketing data and analytics company. . We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks and our innovative analytics and technology, we help our clients understand people and inspire growth.
- Website
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http://www.kantar.com
External link for Kantar
- Industry
- Market Research
- Company size
- 10,001+ employees
- Headquarters
- London
- Type
- Privately Held
- Specialties
- market research, consulting, insights, analytics, health research, polling, surveys, brand tracking, media effectiveness, audience measurement, brand strategy, customer experience, and innovation
Locations
Employees at Kantar
Updates
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In this weeks episode of Sustainable Futures, Jonathan Hall discusses sustainable marketing with Eduardo B. Andrade, professor of marketing at Imperial Business School and the Co-Director of the MSc Programme on Climate Change, Management & Finance and Ozlem Senturk, senior partner at Kantar Sustainable Transformation. They disscuss the barriers to sustainable consumer behavior and the need for collaboration between academia and industry to foster a sustainable future. Listen here online: https://loom.ly/Tlo4mnU Listen on Spotify: https://loom.ly/FLldAZM
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We're so pleased to be joining the Employers for Carers for network! Our Parents and Carers ERG (Employee Resource Group) work so hard to make sure we're able to offer our colleagues the ability to balance their caring responsibilities and work. We can't wait to learn how we can do more! #AlwaysGettingBetter #WeAreKantar #LifeAtKantar
We're delighted to welcome Kantar as the latest member of the EfC network — a growing community of forward-thinking employers leading the way in recognising and supporting the incredible contribution of unpaid carers in the workplace. As we approach Carers Week, it’s inspiring to see Kantar's proactive steps to create a more inclusive, supportive environment for employees who are juggling the dual responsibilities of work and care. Their commitment sends a strong message: carers matter, and they don’t have to manage alone. By joining EfC, Kantar is showing real leadership — embedding carer support into their culture, policy, and practice. Shalin Shah, Rebecca O'Neill, Michael Uzielli and Gonzalo Fuentes - we're excited to work with you to drive change and ensure carers in every workplace feel recognised, valued, and supported. #EmployersForCarers #InclusiveWorkplace #LeadershipInAction
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🌈 Living bold, loving proud: A global conversation on safety, inclusion, and brand impact You’re invited! We’d love you to join our Pride Month Webinar – a powerful, insight-rich hour that puts LGBTQIA+ voices at the centre of the conversation on Wednesday, June 11, 2025, either at 9AM or 4PM UK time. This global session will spotlight findings from the 2025 Kantar-DIVA Report, with a special focus on Rainbow Families, and the Brand Inclusion Index – a first-of-its-kind study guiding brands through meaningful, inclusive action. You’ll hear real stories, explore regional perspectives, and learn how brands can be a force for good in a complex world. Whether you're working with clients, leading an ERG, part of a rainbow family, or simply passionate about creating change – this session is for you. 👉 Don't miss out – register now and join the conversation and feel welcome to share the invite further. Note that we have 2 time options to choose from with India and UK covered in the first session of the day, South Africa and the US in session 2. Can’t make it live? Register anyway to watch on demand - https://lnkd.in/eMVS2GKJ
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May 21 was the World Day for Cultural Diversity, a day that holds significant importance for us at Kantar, given our global footprint🌎 Our Culture, Race, and Ethnicity at Work (CREW) Employee Resource Group (ERG) ensured we did our part to bring our global team together. They hosted discussions and tasting sessions with colleagues, providing a platform to share and explore how backgrounds, cultural nuances, and traditions are expressed across Kantar. #WeAreKantar #LifeAtKantar #WorldCultureDay
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Consumer interest in water sustainability is rising fast — with online conversations surging by 186% in the past year alone. It’s clear that people aren’t just searching for information; they’re actively engaging in the debate. But how can brands best communicate on this important topic? Join Diageo and Kantar on June 3rd as they reveal findings from new research into online behaviours and attitudes, highlighting the water-related sustainability themes that truly resonate with consumers. This session will provide marketers with practical guidance on how to communicate authentically and effectively, aligning brand messages with what audiences care most about. Register here for the webinar: https://loom.ly/DGJfcio
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To mark over two decades of BrandZ research, we’ve distilled our most powerful learnings to help business leaders navigate volatility and build strong, resilient brands. 🔍 In our second insight, Nikhil Banga, Head of BrandZ Valuations, reveals the evidence for disruption and how the most successful brands have reinvented and stretched themselves well beyond their original offer to create value. 📘 Explore all 10 implications for better marketing decisions in BrandZ's global report available now: https://loom.ly/V4pibpg #KantarBrandZ #MarketingStrategy #BrandLeadership #BusinessGrowth #BrandValue
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✨As a marketer, how can you ensure your ads perform their best across all platforms? 🌍 With LINK+, you can customise questionnaires to fit your needs, simulate the exact environment for your ads with custom context capabilities, and test on almost any platform imaginable. Experiment with Instagram Reels and YouTube Shorts, radio and Spotify ads, and other touchpoints including websites, retail media networks, in-gaming ads, trailers, event sponsorships, and more! 📰 Plus, LINK AI now supports testing for static ads, covering digital display, print, and outdoor formats. By leveraging LINK's latest contextualised ad testing capabilities, you can optimise your creative content to resonate with your audience, no matter where they encounter your ads. 📖Interested in learning more about these exciting new capabilities? Read the article 👉 https://lnkd.in/ep4R2XmD
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Is your incidence rate (IR) slowing down your survey? A low IR can lead to higher costs, longer timelines, and unreliable data, often due to overly strict screeners or poor survey design. Try this: Review your qualifying criteria and simplify where possible. Small changes like expanding criteria or rewording questions, can boost IR and reduce mid-field surprises. Learn more here! https://loom.ly/8hK2Q3M #MonthlyResearchTip #ProfilesByKantar #SurveyDesign #MarketResearch
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Meet the Strivers and discover the future for your brand. Our new Tarot card shows how Strivers want to change the world but need brands to make it easier to turn desire into reality. They will pay more for the sustainable option but also show the biggest value-action gap of any group. Identified by Kantar’s new Bridging the Gap: Overcoming the value-action gap for different groups of people, they are one of seven groups identified by our ground-breaking study. View the report to learn more and discover the other six groups. View here: https://loom.ly/7DGZWyE