Develop successful brand strategies that connect with your consumers, increase your brand strength, and deliver remarkable brand experiences that keep people coming back for more. Embrace the new age of the customer with GfK Brand Architect.
We're living in a whole new era. One where the customer is in charge. People no longer buy products. They don’t buy services. They buy brands based on emotion, attachment, and purpose. They buy brands that they simply can’t resist. People - across every market and across every single product that they buy - now expect the ultimate brand experience.
Brands that deliver will win. Those that don't will struggle.
GfK Brand Architect gives you the blueprint for success in today’s environment and beyond with insights to drive change, add value, and act on what really matters.
higher market share for brands that generate strong experiences
GfK foundational research
People now expect something special from the brands they buy
think experiences are more important than possession
of decisions are deeply rooted in emotions
will select a brand because it supports a cause
will buy what appeals to their beliefs/ values
A blueprint to unleash the true potential of your brand
The world’s most successful brands are thriving in the new age. That’s because these brands now focus on delivering the ultimate brand experience. This fundamentally changes how you need to understand your brand and evaluate its brand performance.
The same old metrics simply don't cut it anymore. Insights and brand tracking studies of the old world only give you part of the picture. They don’t tie your brand back to market performance. Nor do they inspire you to take action on what matters. Now, you need much more to measure your brand impact. You need a 360 degree understanding of your brand and its relationship with the people you want to target so that you can drive meaningful change and create experiences that connect with consumers on a deeper level.
GfK Brand Architect combines the art and science of brand measurement to drive growth and increase your brand’s value
Our solution is built to help you craft remarkable brand strategies that set you apart from the competition and drive business success. To do so, you need creativity, meaning, and spark. But you also need precision, stability, and knowledge. We’ve combined art and science so that you can see the impact that one has on the other. It lays the foundation to:
Unleash your brand's strength with one simple metric that's unique to GfK
Measuring your brand strength has historically been complicated. Not anymore. Say hello to the Brand Strength Index - one powerful indicator that sums up what consumers feel and know about your brand, their likelihood to buy, and how much of a premium they would pay.
Create experiences that drive attachment, relevance and lifetime value
Know how strongly people feel about your brand and how inclined they are to buy it by simulating real-world shopping experiences. Understand what they would buy, why, and how you can become their go-to brand by delivering exceptional experiences across key touchpoints.
Generate more demand for your brand by making it more attractive to more people
Understand what people think about your brand and how that impacts their decision to buy so that you can finetune your positioning, build awareness and increase your sales volume.
Deliver value and attachment that people will happily pay a premium for
The most successful brands have the most fervent brand supporters, those loyal people that will happily spend more on the brands they love. Identify opportunities to build your brand performance, value, and loyalty.
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 engaged with our customers, and ultimately, help create their lifetime value for Nespresso.
Graciela Bastida CRM Manager at Nespresso México
Learn how leading CMOs expect the role of brand to change.
Read our Brand Unchained online report to get their future outlook, as well as insights to plan for what’s coming next.
September has seen a sudden, worrying drop in the confidence levels of those earning in the £35,000 to £49,999 bracket, driven by increased concern for the UK’s economic position in the coming 12 months.
As urgency buying starts to fall off, GfK looks at the changes in the UK's buying patterns for consumer goods throughout March, and looks at the pattern seen in China for when things might get back to normal.
Smart home isn’t a new trend, it has been around for several years now, on the cusp of being the ‘next big thing’ for consumer’s to enjoy. But still only slightly over a third of UK consumers (38%) say they own more than one smart home device – most often a smart TV.