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brandr vs Kantar

Kantar runs custom brand equity programmes with analyst support, tied to financial valuation. brandr is a self serve platform that measures both sides of the brand on a published framework. This page covers what each is built for.

No card. No time limit. One survey per product.

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What they do

Two instruments, two questions.

Kantar

Kantar's BrandZ methodology ties perception data to financial valuation through its Meaningful, Different, Salient framework. Enterprise research suites deliver deep brand equity frameworks with analyst support, typically at $100,000 to $500,000 or more a year, offering global coverage and strategic depth but requiring long timelines. Full custom programmes are typically six figure investments, and for board grade equity modelling across many markets it remains the reference standard.

brandr

brandr surveys the people who already have a relationship with your brand, your customers and your employees, on seven dimensions published academically, and reports both sides against benchmarks drawn from more than 50 industries. The model is fixed rather than commissioned, so the same measurement runs again every quarter without a new scope, a new timeline or a new invoice.

The maths

Buy both, and you have paid ten times more for less.

The nearest thing to brandr is two separate commissions that were never designed to be read together.

A custom programme can measure anything you commission, including the internal side, and the question is only whether the answer is worth the timeline and the invoice every time you want to ask it again.

Side by side

What each one can actually tell you.

Kantar

brandr

What it measures

Kantar

Custom brand equity, modelled and tied to valuation

brandr

Brand perception on seven dimensions, external and internal

Who gets surveyed

Kantar

Commissioned sample, designed per study

brandr

Your customers and your employees. Consumer panel available as an add-on

Internal brand health

Kantar

A separate commission

brandr

brandr Employer Index, on the same model

The alignment gap

Kantar

Possible, at custom research cost

brandr

The core output, included

Industry benchmarks

Kantar

Yes, at global scale

brandr

Yes, 50+ industries

How it is built

Published academic framework

Kantar

No, proprietary and delivered through consultants

brandr

Seven dimensions, published academically

One model across both sides

Kantar

Only if commissioned as one study

brandr

Yes

Named methodology author

Kantar

No

brandr

Yes

Time to first result

Kantar

Months

brandr

Two weeks, setup in 15 minutes

Commercials

Typical annual cost

Kantar

$50,000 to $500,000+ for full programmes

brandr

€3,190 for both sides

Try before you buy

Kantar

Scoping call only

brandr

Free, no card

Time limit on trial

Kantar

n/a

brandr

None

Minimum contract

Kantar

Project or annual contract

brandr

3 months on Starter and Growth

Figures for Kantar are typical ranges from independent 2026 comparisons, retrieved August 2026, since Kantar does not publish pricing. Ranges vary by market, audience and scope.

What only brandr does

The measurement no one else can sell you.

Two indexes on one framework produce a third number, the distance between what the market believes and what your people experience.

brandr Index

78

how the market sees it

The gap

6

points of misalignment

brandr Employer Index

72

how your people live it

Fit

When Kantar is the better tool.

Choose Kantar

If you need brand equity modelled against financial valuation, across many markets, with analysts interpreting the result for a board, commission it. That is a research programme rather than a subscription and no platform at this price replaces it.

Choose brandr

brandr is built for the cadence in between. It runs the same model every time, on both sides, benchmarked across more than 50 industries, at a price and a speed that make continuous measurement a normal operating decision rather than an annual budget negotiation.

Kantar also sells self-serve products through Kantar Marketplace, with brand equity measurement starting at $27,880 and creative testing lower still, which is a different proposition from a commissioned programme and a reasonable entry point if a single read is what you need. brandr sits below that on price and above it on cadence, because the same model runs every quarter for one annual fee rather than per study.

Proof

Real outcomes. Proven by data.

Unfiltered feedback from the partners who drive our data.

"We wanted to see how our strategy aligned with customer expectations. Based on the results of the brandr Index, we saw an opportunity to focus more on sustainability. Both in the sense of improving our track record and helping other companies become more sustainable by utilizing technology.

When we used brandr Index for the first time the results delightfully indicated that brand image aligned in many aspects with our marketing and communication activities. But, there were also gaps we felt we should focus on, and things that needed an emphasis."

Audur Inga Einarsdóttir

Director of Marketing

Advania

“This is one of the most robust approaches I've come across when it comes to measuring brand health internally ... I really like how it connects brand strength directly to workforce outcomes.”

Christopher Rastin

Head of Research

E.ON

“I’m meeting a potential client in financial services tomorrow – it is a competitive pitch but will need brandr Index again as part of our methodology. We’d very much like to include brandr Index in our ecosystem”.

Partner

Brandpie

"The first upside—important for a company of our size—is that it is less expensive than the alternatives. It gives us deeper data for less, and from a broader group of people."

Magnus Haflidason

CEO

Domino's Pizza Iceland

"We could really pinpoint those areas that needed improvement. That was the biggest thing. But, it was also good to get a confirmation on what we were doing right. brandr Index was proof that we were hitting the mark in a number of areas. The main thing brandr Index told us was a bit surprising.

It was that people didn’t know where to buy HH merchandise in the capital area of Reykjavik. And that was important. In the word cloud there was no mention of any retailers. We found that pretty unusual, we thought that people would connect certain retailers with HH, but it simply wasn’t the case."

Bjorn Thorisson

Sales & Marketing, Iceland

Helly Hansen

"We have used another survey tool which wasn’t as in-depth, it didn’t have as many cogs in the wheel. brandr Index helped me identify areas where we needed to improve. Using it was a step in the right direction."

Baldur Olafsson

Director of Marketing

Bónus

"We believe we have built a really strong brand, so we wanted to test that—to see where we stood compared to similar companies. My first impression after running the survey was that the results were very easy to understand. I was surprised at the amount of information there. I did not know the survey went so deep into the mind-set of the customer."

Fanney Skuladottir

Marketing Director

Blush

Questions

What people ask before switching.

Can brandr replace a Kantar programme?

Not for board grade equity valuation. It replaces the annual internal and external perception studies that most organisations commission and then wait months to read.

Is the methodology credible?

It was developed and published academically by Dr Friðrik Larsen at the University of Iceland before the software was built, and benchmarks draw on more than 15,000 analysed responses across 50+ industries. Most platforms publish a metric list rather than a model.

Can we run it alongside a research programme?

Yes. Enterprise accounts commonly use brandr for continuous measurement between commissioned waves.

Do you provide the respondents?

On the standard plans you bring your own audience, which is what makes the two sides comparable. Consumer and synthetic panel data are available as Enterprise add-ons.

How long does it take to get going?

The survey takes four minutes to complete and results update live. Setup runs about 15 minutes and the first read lands inside two weeks, with no implementation project.

Can we try it before committing?

Yes. One survey per product, no card, and no time limit on the trial.

Kantar publishes pricing for self-serve Marketplace products but not for custom research programmes. Programme figures are typical ranges from independent 2026 comparisons, retrieved August 2026, and vary by market, audience and scope.

Pricing

See both sides for €3,190 a year.

Or start free and see your own numbers before you decide anything.

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See both sides of your brand.

No card. No time limit. One survey per product.

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