This means making sure the predisposed can buy the brand easily and capturing undisposed shoppers in the moment.Īctivation is driven by the brand’s physical and virtual availability in the market. (Because shoppers are constantly seeking to minimise effort, predisposition has a massive influence on sales of branded goods.)Īctivation refers to how well a brand can facilitate current sales. Equity is how well the brand reaches out to new users, predisposing them to increase penetration. Experience is how well the brand reaches current users and predisposes people to choose the brand again. Brands that managed to do well on all three facets realised a phenomenal 46% growth.Įxperience and Equity refer to the influence on repeat and future choices respectively. So why is that? Decoding the consumers’ decision journeyīy combining Kantar BrandZ data with our research on consumers’ decision journeys, we’ve introduced a simple framework for thinking about how brands grow.Īfter analysing nearly 4,000 brands across a three-year time frame from Kantar BrandZ’s database, we identified the three stages of the consumer decision journey that were most important to overall brand value growth: Experience, Equity and Activation. All of this would point to a well-primed launchpad for accelerated growth - a reservoir of excess brand equity waiting to be transformed into sales. Remarkably, we find that Ministop’s brand power is more than double its current presence in the market. their spend matches their predisposition to the brand). In fact, 9 out of 10 Ministop shoppers are secured shoppers (i.e. It punches well above its weight in terms of brand power, reinforcing its brand position since 2018. Ministop is a well-established convenience store chain in Japan.

However, we do still see individual businesses that are unable to translate their strong brand equity into growth. The data trends are clear: the stronger your brand is, the stronger your growth.

Through years of Kantar BrandZ research, the importance of brand equity in creating business value is undisputed. In the same way, we can consider the elements that drive growth for our brands. What connects these music, tennis and food icons is how the complementary nature of distinct parts strengthens the overall proposition, while also uplifting the individual parts themselves. The two ingredients need each other! Better than the sum of the parts But it can be transformed into a far more enticing proposition with the addition of jam. But in doubles, the baseline play of Mark and volleying of Todd turned them into a winning machine.įor many children, meanwhile, a peanut butter sandwich on its own is ho-hum. On their own, Todd Woodbridge and Mark Woodforde were not competitive as singles players. The Beatles defined an era of music on their own, the individuals within the Beatles would not have made the same impact.Īnother example: The ‘Woodies’ were a dominant tennis force in the 90s, winning 11 Grand Slam doubles titles and becoming household names in their native Australia. Here is a question to consider: Would John Lennon and Paul McCartney have been as successful on their own compared to the Beatles? Doubtfully so. Years of Kantar BrandZ research has shown the importance of brand equity in creating business value.

Dynamic duo