Kantar
Blueprint for Brand Growth
#Limitations
- The study correlates perceived "difference" and "meaningfulness" with market effects like margin growth and pricing power, but doesn't dissect whether this relationship is actually causal, or whether there's a third, confounding variable driving the relationship (e.g. media investment).
"Kantar BrandZ’s Brand Valuation Methodology (2024)"
- "Brand value" ($) is defined by isolating earnings generated by intangible assets (excluding tangible assets like buildings) that can be "directly attributed to the brand itself" (excluding things like software licenses and patents), and multiplying it by a calculation "the brand's ability to generate earnings in the future as a multiple of its current earnings" as defined by "Future Power"
- "Brand contribution (%) is defined by the brand's "demand power" (ability to attract more consumers) or and "pricing power" (ability to charge more for it), both calculated as a function of the Marketing Council Standards Board's "Meaningful / Different / Salient" framework
#Limitations - The exact calculation used to determine "demand power", "pricing power", and "future power" isn't explicitly defined
Raising prices? How advertising strengthens your brand’s pricing power
#Limitations
- The study only examines "fast-moving consumer goods in France", potentially limiting the category- and market-generalizability of the data.
Can marketers affect consumer sensitivity to price changes?
What should the price of my brand be? Three hacks to get it right