Articles & Opinion

Abrupt change in ancient culture produces a wide generation gap

The pace of change in China has been rapid: what would normally take many generations now takes place within one or two. Panos Dimitropoulos from Kantar explains how brands can tap into this gap and create harmony.

BrandZ China

Social media is now divided into two types that require varied messaging

Social media marketing in China is becoming more complicated in ways that will dramatically affect brand building. Kantar's media expert Coolio Yang shares three actions brands need to take to optimise ROI.

BrandZ China

Innovative brand experience adds to differentiation, competitive edge

Building perceptions of difference is the key to successfully growing a brand. Find out how to do this with Lynn Zhang from Kantar's top 5 brand building action points.

BrandZ China

Greater ROI requires adjusting for a more complex, fragmented media environment

Digitalisation has made the media environment more complex and fragmented than ever before. Paul Cha from Kantar outlines three critial elements to get right to achieve greater ROI.

BrandZ China

The Path to Greatness

The scale and influence of Chinese brands on the world stage has grown tremendously over the last decade. Back in 2006, there was just one Chinese brand in the BrandZ Global Top 100; in the 2018 ranking, there were 14. While there remain significant challenges for Chinese brands with aspirations of global success, it is becoming a less difficult path to tread. To guide brands in their pursuit of international growth, Doreen Wang have identifies four important steps towards building a Chinese brand – globally.

BrandZ China

Work on Your Purpose with Purposeful Brands

Antoni Lopez discusses how brands can leverage a strong brand purpose to drive sales.

BrandZ Spain

Disruption and Innovation: The Keys to Growth

The ability to innovate and adapt to new markets and competitors is a determining factor in the growth of companies. Josep Montserrat discusses six critical tools for business disruption today.

BrandZ Spain

Conversations That Connect

The technological evolution in communication has allowed brands to join conversations in previously inaccessible environments, but brands need to ensure they are enriching the conversation, not just adding to it.

BrandZ Spain

From Meaningful to Different

Doing nothing is worse than making mistakes. Ricardo Pérez discusses how to find and exploit you brand's point of differentiation to succeed.

BrandZ Spain

Sponsors’ Winning Strategy

If done right sponsorships can be a valuable tool for brand communications - but pose a risk if done wrong. Diego Bernabé Chozas shares his key lessons when looking for a brand spokesperson.

BrandZ Spain

More intimate approach can build life-long bond

When things go wrong we need to trust that our chosen insurer will be there to help - not make things more difficult. To build this trust, insurers need to work on creating a closer bond with their clients. Kantar's Valeria Chiappini explains.

BrandZ Italy

Banking on better CX

Everybody knows that we live in the "Age of the Consumer", but few companies have been able to create truly customer-centric brand experiences. Kantar's Eugenio Tavolaro explains the transformative power brand experience can have on business.

BrandZ Italy

Salvini’s lessons for brands

As categories break down it is important for marketers to be open to lessons in great marketing from unexpected places. Kantar Italy CEO Federico Capeci looks at Matteo Salvini's political campaign to see what we can learn from his growing popularity

BrandZ Italy

Brands and cultural context

The role of brand in the world of prescription pharmaceuticals differs when the consumer relationship is mediated by a doctor. Kantar Health Division's Gianfranco Salvi discusses how a drug brand can, under the right circumstances, become as evocative as a B2C brand.

BrandZ Italy

Redefining the shopper journey

The shopper journey is being redefined in the new era of commerce. Elena Capelli from Kantar identifies three long-term ways to engage consumers and influence their buying behaviour.

BrandZ Italy

To share or not to share?

Consumers are becoming increasingly aware of the value of their data to brands - and the potential dangers of sharing it. Gabriella Bergaglio from Kantar outlines the ways brands are trying to reassure consumers

BrandZ Italy

The Cultural Clash Between Luxury and The Social Media Age

Historically the power of luxury brands has been in their elusive exclusivity, but how does this match up in today's social media world? Silvia Andreani from Kantar discusses.

BrandZ Italy

‘Disruptive creativity’ accelerates brand growth

Creative disruption - a can of worms or a calculated risk? Kantar's Stephanie Leix discusses the benefits.

BrandZ Italy

Personalization is the new black!

First there was the drive for standardisation. Now consumers desire an experience as personal and unique as they are. Kantar's Lorena Cocozza discusses.

BrandZ Italy

Make Connections to Earn Trust

The concept of 'trust' is constantly evolving - so how should brands earn the trust of today's consumer? Kantar's Giovanni Rainoldi discusses.

BrandZ Italy

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