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.
