Compare

brandr vs Latana

Latana uses Bayesian modelling to measure brand perception among narrow audience segments across many markets. brandr measures perception on both sides of the organisation on one framework. This page covers the difference.

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

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What they do

Two instruments, two questions.

Latana

Latana applies Multilevel Regression and Poststratification, a technique first used to forecast election results, to model how a given respondent would answer a survey question based on their characteristics. Where traditional quota sampling might need 3,000 respondents or more to approach representative data for a single niche audience, MRP reduces that requirement to 1,000 or fewer. Latana states the model can reduce margin of error by up to 90% against traditional methods, and operates across 50+ markets. The strength is measuring narrow segments precisely without needing to field a large sample of exactly those people.

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. No segmentation of external data produces the alignment gap, because the second side has to be measured on the same model before the two numbers can be read against each other.

The maths

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

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

Two vendors, two methodologies and two dashboards still leave the internal and external numbers on scales that were never designed to be read against each other.

Side by side

What each one can actually tell you.

Latana

brandr

What it measures

Latana

Brand awareness and perception modelled by audience segment

brandr

Brand perception on seven dimensions, external and internal

Who gets surveyed

Latana

A consumer panel, with responses modelled to segment level

brandr

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

Internal brand health

Latana

Not measured

brandr

brandr Employer Index, on the same model

The alignment gap

Latana

Not produced

brandr

The core output

Industry benchmarks

Latana

By market and segment

brandr

Yes, 50+ industries

How it is built

Published academic framework

Latana

MRP modelling applied to a metric set

brandr

Seven dimensions, published academically

One model across both sides

Latana

No

brandr

Yes

Named methodology author

Latana

No

brandr

Yes

Time to first result

Latana

Weeks, after contracting

brandr

Two weeks, setup in 15 minutes

Commercials

Typical annual cost

Latana

Roughly $20,000 to $50,000

brandr

€3,190 for both sides

Try before you buy

Latana

Demo only

brandr

Free, no card

Time limit on trial

Latana

n/a

brandr

None

Minimum contract

Latana

Annual, quoted

brandr

3 months on Starter and Growth

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 Latana is the better tool.

Choose Latana

If you need to know how a specific, narrow audience segment perceives you across several markets, and you need that precision without fielding a large sample of exactly those people, Latana's modelling approach is genuinely strong and we will say so. Segment level precision at panel scale is a real capability and brandr does not replicate it.

Choose brandr

brandr answers a different question. It measures the people who already deal with your brand, customers and employees, on one published model, and produces the alignment gap that no segmentation of external data can reveal.

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.

Do we have to drop Latana?

No. Many teams run both. Latana reports segmented market perception, brandr reports the two sided picture and the gap, and the cost of adding it is marginal against a tracker contract.

Latana models niche segments. Can brandr?

brandr reports demographic breakdowns across your own audience, and on Growth and above you can compare across departments, regions and groups. It does not model unsampled segments the way MRP does, because it surveys people who have a relationship with the brand rather than a panel.

Do you provide the respondents?

On the standard plans you bring your own audience, which is what makes the two sides comparable. Consumer panel data is available as an add-on.

Why does the internal side matter if our external numbers are good?

Because they can both be true and still be far apart. The gap is what tells you whether the perception you have built in the market is one your organisation can actually deliver, and it only exists when both sides are measured on the same model.

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.

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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