Strong brands outperformed both the S&P 500 and the MSCI World index over nineteen years
StatBrand Strategy
The Kantar BrandZ Strong Brands Portfolio returned 435% between April 2006 and March 2025, against 353% for the S&P 500 and 171% for the MSCI World index. Nineteen years, through two market crashes.
Source
10 Charts to Make You a More Effective Marketer, 2026 Edition - Kantar UK Marketing Effectiveness Practice (2026)
Kantar UK Marketing Effectiveness Practice; foreword by Simon Atherley, Head of Marketing Effectiveness
Chart 01, p. 6, 10 Charts 2026 (Kantar UK), Kantar BrandZ portfolios, Apr 2006 - Mar 2025
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StatMarketers and CFOs disagree by 28 points about whether marketing drives long-term growthStatConsumer predisposition pays in volume, growth and price simultaneouslyStatPricing power comes overwhelmingly from meaningful difference rather than salienceStatBrands with strong pricing power are measurably more resilient to price increasesStatCreative quality is the largest profitability multiplier a marketer can actually changeStatStrong creative content returns four times the marketing investment behind itStatPaid media accounts for under a third of what builds brand equityStatWell-branded creator content delivers over 60% more brand impact than weakly branded contentWarningNearly three quarters of creator content fails to link back to the brand paying for itStatIntegration lifts brand impact by 30%, integration plus channel customisation by 57%StatThe share of brand impact created by channels working together has more than doubled since 2014PrincipleCutting spend in half protects a brand far better than switching it off