Case Study: Zespri achieves agile brand measurement for global growth with Kantar Marketplace BrandEvaluator

Zespri is a fast-growing, fruit marketeer. They are using agile brand equity measurement to support their ambitious global growth plans in emerging markets

Zespri, a fast-growing fruit marketer, faced the challenge of expanding beyond its core markets to meet ambitious global growth targets. The company needed a rapid and cost-effective way to understand consumer perceptions and its competitive position in key expansion markets like the United Kingdom. To address this, Zespri partnered with Kantar to utilize its BrandEvaluator solution on Kantar Marketplace.

Kantar implemented its agile BrandEvaluator solution, which uses the validated Meaningful Different Salient framework to provide a clear point-in-time measurement of brand equity. The results precisely mapped Zespri's nascent brand position in the UK, revealing a low overall brand equity share. This gave Zespri critical insights and strategic guidance, providing a wealth of information to confidently formulate its effective go-to-market strategy for that key growth region.

Zespri

Veronique Parmentier

Global Head of Insight