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Build captivating brand strategies and experiences

Develop successful brand strategies that connect with your consumers, increase your brand strength, and drive brand premium
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Unlock the power of your brand to drive business results

1/3 of CMOs now rank brand strategy as one of their top three strategic priorities. And, in today’s fast-moving climate where customers are in charge, with higher expectations from the brands they buy and love, these CMOs are likely to come out on top.

However, leaders face challenges when it comes to understanding brands, how consumers interact with them, and how a brand’s strength drives business impact. Old brand metrics no longer cut it. Today, brand leaders need innovative partners who can connect the dots between changing consumers’ complex brand expectations and buying decisions, their impact on your business’s bottom line, and the actions to take to drive brand strength in the future via brand premium, brand choice, and brand uplift.

GfK’s Brand Intelligence solutions provide leaders in Technology Products & Durables, FMCG, Retail, Automotive, Media, and Publishing leaders with innovative brand frameworks, reporting, and consulting services to ensure brand success. 

30%

of revenue is accounted for by brand on average (GfK foundational research)

2.6X

higher sales volume for power brands (GfK foundational research)

1.8X

higher price premium for power brands (GfK foundational research)
  • Consumers are constantly exposed to brand messaging and other stimuli and so their purchase decision represents the combination of both emotional and rational aspects. Therefore, it is essential to understand all the factors that make a consumer prefer one brand over another. GfK’s new brand framework helped us do exactly this. Using the approach, we understood better how purchase decisions were made, and in particular how and why consumers switch between brands. GfK Brand Architect gave us new insights and it helped us develop more personalized experiences that better engage with our customers, and ultimately, help create their lifetime value for Nespresso.
    Graciela Bastida
    CRM Manager at Nespresso México

Make brand decisions that add value

By linking insights from multiple data sources, and combining these insights with human expertise, we help you better understand the economics of your brand, and tie it back to market performance.

Our team has a collective 100+ years of experience in data science, technology, and brand research who are working together to push the boundaries and innovate on the way brand is tracked, measured, and acted upon. And, for over 85 years, we’ve been a trusted partner to some of the world’s biggest and most innovative brands to help solve mission-critical questions on consumers, markets, brands and media.

Proving the value of your brand-building efforts, and honing them to precision, has never been easier. With comprehensive brand evaluation tools, frameworks, and services, we help you identify:

  • Which products and communications are generating a brand premium
  • The optimal amount to spend on brand-building for the best return on investment
  • Which brand attributes contribute to higher and repeated spend
  • Which channels contribute to your core brand KPIs

Make data-driven decisions with confidence — equipped with everything you need to connect consumer perceptions with sales reality.

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Featured insight

Brand purpose: Today’s hot buzzword or tomorrow’s growth lever?

It’s hard to find a livelier and more polarizing debate in the brand and marketing world than the one around brand purpose. How can brands define their purpose? Does it have to be tied to social good? Is it a vital investment or could it actually damage your brand? Is it key to unlocking long-term growth and revenue, or just a shorter-term trend that’s emerged in recent years?
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Spotlight on

GfK Brand Architect

Create experiences that drive attachment, relevance and lifetime value so that you can increase sales volume and brand premium. Our brand intelligence frameworks give you the tools you need to better understand your brand and evaluate its performance.
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Brand intelligence is part of our brand and marketing performance solutions

Improve brand strength, optimize your marketing and drive ROI