GfK Brand Architect

Develop successful brand strategies that connect with your consumers, increase your brand strength, and deliver remarkable brand experiences.
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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.


higher market share for brands that generate strong experiences (GfK Brand Architect research)


of company revenue is generated by brand (GfK foundational research)

2.6 x

higher sales volume for power brands (GfK Brand Architect research)
  • GfK brand architect has been invaluable in providing us with strong consumer insights on how our brand is perceived by the target audience, and how consumer expectations and preferences are developing over periods of time. The insights gained have been very much appreciated across the organization including national and international teams working on brand, marketing, retail and category management. The fact that all results are easy and intuitively to use in the dashboard has been key. This enabled us to quickly draw conclusions across the teams and markets – with GfK on hand to provide consultancy and support where it was needed.
    Christoph Frechen
    Global Marketing General Manager, Intersport International Corporation
  • 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
  • GfK’s Brand Health Tracker help us to understand our brand strengths and opportunities compared to the competition, but more than it, it has given us clear action steps to improve our brands. For me, it offers a great combination of identifying the strategic long-term projects that we need to tackle – as well as quick wins. The team at GfK is both highly professional and reliable. The presentations given to our country teams were on point, perfectly communicating complex topics and methodologies.
    Marion Hohenecker
    International Marketing Manager, GoodMills Group
  • Last year, we took the challenge to change provider and go with the GfK Brand Architect framework for our multi-country brand tracker. We wanted to re-establish the basis as our previous approach didn't really work for the 14 countries we are covering as part of our brand research program.Prior to the delivery to the countries, we worked closely with GfK to make tangible and relevant business recommendations. Feedback from the countries has been very positive; they trust and feel confident about the results they receive from GfK Brand Architect. The evidence is that they're using the insights, which for me is one of the biggest achievements.
    Giulia Russo
    Senior Brand Manager, Angelini Pharma

GfK Brand Architect combines the art and science of brand measurement to drive growth and increase your brand’s value

Our solution helps leaders in Technology & Consumer Durables, FMCG, Retail, Automotive, Media, and other industries to 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.

Success story

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