Brand insights for a new era


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.

brand architect framework

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:

Brand Performance Data, Insights & Analyses for Businesses | GfK
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.

Brand Performance Data, Insights & Analyses for Businesses | GfK
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.

Brand Performance Data, Insights & Analyses for Businesses | GfK
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.

Brand Performance Data, Insights & Analyses for Businesses | GfK
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.


Brand Performance Data, Insights & Analyses for Businesses | GfK

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