Nestle has developed a strategy for building long-term brand equity after studying more than 32,000 ads, identifying empathy, enrichment and esteem as essential to brand stories.

Some of the research focused on Kantar’s BrandZ, while consumer research in Germany, US, India, China and Mexico helped to determine a recipe for growth.

Why brand equity matters 

A company with strong brand equity tends to remain relevant in the future, can usually charge more for products, and has more loyal customers. This study also found that higher long-term brand equity is strongly correlated with trust. According to Kantar research, brands with...