Leverage digital to accelerate growth of brand equity and value
Leverage digital to accelerate growth of brand equity and value

Brand is the most powerful intangible asset. Understanding a brand's worth to the business in financial terms is therefore an essential part of managing, protecting and measuring it. Identifying exactly how the brand contributes to revenues means it can be strengthened and improved to keep the business relevant and competitive. Kantar Millward Brown research shows that more than 30 percent of shareholder value is driven by brands.

By Doreen Wang, Issued by Kantar Millward Brown 19 hours ago

The moment that... technology and snacking collided
The moment that... technology and snacking collided

The snack food industry is well versed in psychology. To be successful, a brand must know that we nibble not just to satisfy our basic hunger, but also our emotional needs. Snack food brands have historically positioned their products to predict and ‘be there' at the moment of a range of emotional states: fatigue, self-indulgence, comfort, boredom and pain.

Issued by Kantar TNS 20 hours ago

In-store retail engagement - a simple yet significant medium
In-store retail engagement - a simple yet significant medium

Despite the burgeoning global trend towards digital marketing, in-store face-to-face engagement with the consumer still forms a crucial role in both introducing new products, as well as directly influencing the shopper's purchasing decision at the final point-of-purchase.

Issued by Rocket Creative Design & Display 22 Jun 2017