Mumbrella360: Ehrenberg-Bass Professor says ‘you’re poorly branding’ if you’re focusing on assets over your brand
Fame is a key metric for distinctive asset strength, and to get to that point, brands must remember the difference between asset using and asset building, according to Ehrenberg-Bass Institute’s Professor Jenni Romaniuk.
Speaking at Mumbrella360 on Thursday, the Research Professor of Marketing and Associate Director (International) explained the fame score, why it is so important, and if a brand wishes to use an asset as a proxy for their name, how they can get there.
The fame score – which is the proportion of category buyers who, when they experience an asset, think of the brand – is key to ensuring brand awareness is strong. It provides an unprompted opportunity to measure assets and test how distinctive they are.
Romaniuk stressed the importance of testing this unprompted.
“If you’re actually prompting distinctive asset measurement, it gives you inaccurate, inflamed fame scores – up to about 20 percentage points – which is really dangerous,” she said.
“If you want your asset to act as a proxy for your brand name, your fame score needs to be as close to 100% as possible, and messing around with the measurement can absolutely destroy that score.
Read the full article in Mumbrella.
