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Produced by the UBA (United Brands Association), this training is made available to ACA members as part of a collaborative initiative.
Chapters
1. Introduction – 4m
2. What are the key drivers to demand power? – 11m
3. How to drive meaningful and salience? – 7m
4. What is different about breakthrough brands? – 7m
5. Does your pricing deliver value for your business and customers? – 11m
6. How to build on purpose to become a meaningful different brand? – 11m
7. Conclusion – 2m
About this training
This training, led by Sana Hussain and Cecile Ledru from Kantar, focuses on key pillars essential for measuring brand strength. These pillars include meaningfulness, difference, and salience, which collectively drive demand power and market performance. The training emphasizes that meaningful and salient brands are chosen more often, justify higher prices, and create long-term consumer connections. Additionally, the training highlights that a strong brand purpose can significantly enhance brand value and resilience, especially during challenging times. By understanding and implementing these principles, brands can better assess and improve their market performance.
This video training is given in English. The presentation is in English. Subtitles are available in French and English.
About the teacher
Sana Hussain, Director Brand and Communications, Kantar Insights, Belgium
Cécile Ledru, BrandZ Expert, Kantar Insights, Belgium