The pricing power split differs between Kantar cuts, so quote one source rather than averaging

WarningBrand Strategy

The pricing power split differs between Kantar cuts, so quote one source rather than averaging

Two Kantar sources put slightly different numbers on the same pricing power finding. This deck gives Different 49%, Meaningful 45%, Salient 6%. The Google/Kantar Effectiveness Equation gives Differentiation 52%, Meaningfulness 44%, Salience 4% in Germany and 51/46/3 in the UK. The conclusion is identical; the cut is not. Cite one, never a blend.

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 03, p. 9, 10 Charts 2026 (Kantar UK), compared against Figure 15, The Effectiveness Equation (Google, 2025)

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StatMarketers and CFOs disagree by 28 points about whether marketing drives long-term growth StatStrong brands outperformed both the S&P 500 and the MSCI World index over nineteen years StatConsumer predisposition pays in volume, growth and price simultaneously StatPricing power comes overwhelmingly from meaningful difference rather than salience StatBrands with strong pricing power are measurably more resilient to price increases StatCreative quality is the largest profitability multiplier a marketer can actually change StatStrong creative content returns four times the marketing investment behind it StatPaid media accounts for under a third of what builds brand equity StatWell-branded creator content delivers over 60% more brand impact than weakly branded content WarningNearly three quarters of creator content fails to link back to the brand paying for it StatIntegration 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 2014