Step back and get the small picture, too.
In 2013 Kantar Worldpanel’s Brand Footprint arrived like a floodlight replacing candles. For the first time, a report let FMCG marketers see the biggest picture of all – just how many households, where in the world, were buying their brands, and how often.
As Brand Footprint 2014 shows, local brands, already 60% of consumer choice globally, are growing twice as fast as global brands. With the pressure on global to understand local, Kantar Worldpanel has enhanced the interactivity of Brand Footprint microsites to reveal new detail at global, regional, country and category level.
The result provides global marketers with a clear view of brand strengths and challenges, including local, and a newly-informed platform for benchmarking and growth strategies.
Brand Footprint 2014 covers 63% of world population: 956 million households in 35 countries, and 68% of the global GDP.
The 2014 Brand Footprint has been reported by media around the world, and current coverage by broadcast, print and online media exceeds 300 pieces.
Brand Footprint has opened many new doors to potential clients for Kantar Worldpanel.