If you know
how strong your brand
contribution is,
you can strengthen
your sales.

If you know
how strong your brand
contribution is,
you can strengthen
your sales.

Build a strong brand with sustained value

Not only are consumers more willing to buy brands that they know, understand, and trust - they will even pay a premium for them. Understand how consumers view your brand, how it compares to competitors, and how much your brand image contributes to consumers’ choices online and offline with our brand solutions. Benefit from brand insights rooted in sales reality to better position or differentiate your brand, to understand where to invest in brand building campaigns, and to take market-led actions that will ultimately secure and/or increase your brand’s contribution.

Our approach quantifies your brand contribution 

We give you the who, what and how behind your brand – with insights on who your target groups are, what positioning will help you drive brand contribution with them, and how to best reach them. Our unique value-based tracking: 

  • Bridges the gap between brand health and business performance
  • Spans categories and markets for a global overview across all industries
  • Is robust with reliable, validated, and time-proven methods
  • Integrates with other metrics like your funnel, touchpoints, and brand KPIs
  • Provides one clear KPI for brand equity: Brand Contribution
  • Provides a deep understanding of the people and drivers behind your brand value

Our insights enable you to grow your brand

Competition is fierce. Companies that want to increase their market share need to monitor the health of their brands like never before. Our brand tools allow you to check changes and adapt strategies accordingly. We enable brand, sales, and marketing leaders to:

GfK Brand Performance Monitor
Understand your market performance

Quantify your brand’s contribution to your market performance. Rich insights from point of sale and consumer attitudes from our Consumer Panel help you identify your current situation and how to improve it.
 
GfK Brand Performance Monitor
Better position your brand

See exactly what consumers think of your brand with detailed insights on where your brand sits in its category, highlighting opportunities to improve your brand positioning, as well as identify which touchpoints to invest in.
 
GfK Brand Performance Monitor
Identify opportunities and threats

Get an overview of the competitive landscape and consumers' individual preferences to see how your brand stacks up. Quickly identify and mitigate risks, as well as identify opportunities to grow your brand.
 
GfK Brand Performance Monitor
Improve brand value and perception

Understand what drives value to your brand to activate your customers. Gain insights on how consumers perceive your image, how to improve perceptions to increase your brand premium, and how to build a brand that consumers love.
 
Interested in increasing your brand's contribution to business performance?
GET YOUR REPORT

The importance of brand on a company’s success

Some companies find it difficult to quantify how their brand contributes to business objectives. This can result in an under-investment in brand positioning, strategy, and understanding. Our insights show just how crucial your brand is so that you can justify allocating budget to brand activities. Did you know:

  • 25% (€873 million!) of all revenue from TV sales in Germany in 2019 is driven by brand strength
  • A strong brand like Tempo is 7 times more successful than the average for brands in the German tissues market at attracting consumers at premium prices
  • Brand value has a higher correlation to sales performance than a consumer’s stated preference across industries like FMCG and tech & durables.
brand performance

Are you maximizing the power of your brand?

What brand type are you - and what does your brand need to do, to gain ground?

  • Auxiliary (low brand contribution, small volume of sales)
  • Mainstream (low brand contribution, large volume of sales)
  • Exclusive (high brand contribution, low sales volume)
  • Power (high brand contribution, high sales volume) – the smallest segment, but most profitable

Our short video explains our brand framework, how we link brand perception with actual sales to gauge your ‘brand contribution’ and how we help you increase that contribution.

We strongly believe in the power of brand as a key to business success. That is why we develop all our brand elements to give a strong and consistent approach across all markets. But without tracking these elements, we cannot improve. By monitoring how our METRO/makro brands resonate and how our brand equity evolves in each local market, we are adapting, improving and galvanizing growth. We then use these rich local insights to refine our global strategy and amplify it locally - designing products, services and communications that are relevant to our target audience. By doing so, we provide additional value to our customers – independent businesses around the world while driving our sustainable growth. GfK has been a great partner for us. They invest in understanding our needs and objectives and provide us with a passionate, knowledgeable and expert team that works with us to create a highly successful brand tracker. We see our cooperation with GfK as an investment in our brand growth.

Alicja Korkosz-Foltyn
Head of Global Branding, METRO AG