In collaboration, Aston Business School and Harris Interactive have taken a long hard look at what makes a brand relevant and sustainable in a modern day context. The prevailing models for measuring brand effectiveness are largely based on examining indicators of past and present performance, 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?
At this event, members of the Chartered Institute of Marketing, The British Academy of Management and other specially invited guests, listened as Dr Keith Glanfield (Aston Business School, CIM) presented the thinking and research foundations behind the brand sustainability model, to address the question, “How sustainable is your brand?”.
In revealing the results of the ‘hi brands™’ research study, the Harris Interactive team shared how measuring sustainability changes the way we think about category and sector success, along with how this new set of measures supports brand managers to manage and track future brand success.
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.
Reflecting the new era of brand management The hi brands™ model has been developed in conjunction with Aston Business School. During its development, hi brands™ has been rigorously tested and extensively validated across many categories.
Harris Interactive’s Lida Walsh with Susan Vidler and Peter Harding shared how the new measures manage and track brand success.