Glossary
Meaningfully Different
Also known as · Meaningful Different Salient, MDS
Meaningfully Different is Kantar's framework for brand strength: brands that meet needs, stand apart and come to mind easily command more volume and higher prices.
Meaningfully Different is the framework Kantar uses to measure brand strength. It rests on three components: whether a brand meets needs (meaningful), whether it stands apart (different), and whether it comes to mind readily (salient).
Why Meaningfully Different matters
It is one of the most broadly validated links between brand perception and commercial outcome. Brands scoring highly tend to win more volume, defend higher prices and grow future share — with each component predicting a different part of that result.
The three parts
- Meaningful. The brand meets functional needs and creates affinity. Drives volume.
- Different. The brand is seen as distinct or as setting the trend. Drives pricing power.
- Salient. The brand comes to mind quickly in relevant situations. Drives future growth.
The framework overlaps more with the Ehrenberg-Bass view than the public debate suggests: salience and Mental Availability describe closely related phenomena from different research traditions.
Source · Kantar BrandZ
Related terms
Brand Equity
Brand Equity is the commercial value that arises because a product carries a particular brand rather than none.
Mental Availability
Mental Availability is the probability that a brand comes to mind in a buying situation — how easily and how often it is noticed, recognised and thought of.