Kantar has launched an 'always-on' brand performance tracker called BrandNow, delivering daily benchmarks and short-term forecasts for 25 product and service categories. The solution is initially available for tracking US and UK markets.
BrandNow has been developed to help brand owners measure the impact of market factors and marketing activities, while also tracking long-term brand success. It is part of Kantar's newly launched BrandTek portfolio of brand guidance products, which houses dedicated solutions for tracking, equity measurement and campaign impact management.
In addition to interviewing real people at scale, on a daily basis, BrandNow combines proprietary intellectual property from across the company, including Kantar's Trend AI technology, which allows customers to see category trends with no time lag. It also includes Kantar's Meaningfully Different Salient (MDS) measurement framework, which measures the value of brand equity accumulated in the minds of consumers; along with fraud and bot detection AI Qubed, to ensure real responses from real people.
Ted Prince (pictured), Chief Product Officer, comments: 'Market conditions change in real time. Brand tracking has now evolved to address that challenge. Shaping brand performance requires a combination of human expertise and technology - whether as a standalone tracker or a real-time supplement to a customised brand tracker, BrandNow provides the real-time signals and movement in brand equity that every research, marketing or brand executive needs'.
Web site: www.kantar.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.