Case Study: Land Rover strengthens its global masterbrand with Kantar

Kantar gave the auto company a new framework and brand planning process, helping it focus and prioritise marketing efforts

The leading auto company, Land Rover, faced the challenge of developing a global framework to activate its masterbrand. They needed to focus marketing efforts, prioritize initiatives, and ensure the masterbrand was central to business decisions. They engaged the vendor Kantar for assistance.

Kantar implemented a new brand planning process, developing content through workshops with key stakeholders. This effort resulted in 11 localized brand plans with specific targets and success measures. The solution helped the auto company focus on fewer, larger strategic initiatives and provided a tool for filtering and prioritizing actions. As a result, Kantar helped Land Rover improve its brand health scores across every measure globally.