Dr Keith Glanfield, of Aston’s Marketing and Strategy Group, introduced the new concept at a ‘Fresh Perspectives’ talk on 14 December 2016, entitled ‘Measuring brand success: time to change our thinking?’
He said that traditional brand measurements had overly relied on existing “images, recognition and recall”, whereas new thinking calculated success on the basis of “future relevance, excitement and community”.
Glanfield said: “This is about the future, not the past; about excitement, not apathy; and about belonging, not just consumption.”
Lida Walsh and Susan Vidler, of Harris Interactive, then explained their new ‘hi brands’ model, which they said had been verified by Aston, and claimed this could measure the “sustainability” of brands.
Walsh said: “The prevailing models for measuring brand effectiveness are largely based on examining past and present performance indicators, and can fall short of telling brand managers anything about their brand’s future potential.
“What was a strong brand yesterday may still be strong today – but what does tomorrow look like? Will your brand still be as relevant?
“We have developed a new brand health management framework, ‘hi brands’, which uniquely offers brand managers the more forward-looking measure of brand sustainability.
“Sustaining a healthy brand is critical for driving higher levels of consideration, recommendation and trust. ‘hi brands’ combines measures of your brand’s equity, with your brand’s future relevance and vitality to provide a strong indication of brand sustainability.”
Vidler said: “This identifies the relative strength and weaknesses of your brands across all sustainability measures, which provides clear, actionable insight and direction to brand owners.
“It also enables you to better manage brand critical activities to positively influence your brand’s sustainability score.”
The Harris Interactive executives added that improving a brand’s sustainability score could improve the health of a brand and “increase the likelihood of consideration and purchase – now and into the future”.
Book your free place at the next Fresh Perspectives event at Aston Business School ‘Grow your own graduates’ on Wednesday 18 January. Sasha Morgan-Manley, degree apprenticeships coordinator, will lead a round-table discussion about the forthcoming apprenticeship levy.