[Marketing Week] Bob Koigi: Measuring the value and worth of brands

Brands continue to outsmart each other in the eyes of consumers as competition across social media, service delivery and sustainable practices heats up.

A recent study by Sportslens, indicated that Manchester United (Man Utd)  is the most valuable social media brand in the English Premier League.

The club has 184, 400,000 followers across its social media platforms. These include Facebook (77 million), Instagram (59.2 million), Twitter (31.9 million), and TikTok (16.3 million).

This, as American Customer Satisfaction Index indicates that satisfaction with social media has inched up 1.4% to an ACSI score of 71 (out of 100), while news and opinion websites slipped 1.4% to 73. Users remained most satisfied with search engines and information despite a 1.3% dip to 75.

Twitter jumped up 11%, recovering from its sharp drop last year to post the biggest improvement thus far in 2022 as the most preferred social media brand.

As this was happening, another set of data revealed that 75% of US and UK consumers are not comfortable purchasing from a brand with poor personal data ethics.

 The survey, conducted by The Harris Poll on behalf of Permutive and consisting of over 3,000 US- and UK-based adults, shows consumers are concerned about their data privacy, being tracked online, and want more choice in the data they share with brands.

In the sustainability front, Deutsche Bank is strengthening its sustainability efforts. As Chief Sustainability Officer, Jörg Eigendorf will continue to expand the bank’s sustainability area with a view to further developing the strategy and implementing it with more intensity.

As Global Head of Communications & CSR with responsibility for Sustainability, Eigendorf has played a major part in shaping the bank’s environmental, social and governance (ESG) strategy over a number of years. He will continue to report to CEO Christian Sewing.

And BAM Wonen and iO have launched a sustainable solution to the housing shortage: Flow, future-proof wooden houses - high quality, sustainable and affordable. The concept was created by BAM in collaboration with end-to-end agency iO working on the brand name, story, and visual identity.

In partnerships, MGID, a global advertising platform, has announced an exclusive multi-year agreement with premium digital publishing power-house G/O Media.

The partnership will see considerable value-creation, leveraging MGID’s multi-format premium demand, brand-safety solutions, and award-winning technology.

This, as Kasi Insight, Africa’s decision’s intelligence company and Creative VMLY&R Kenya, a marketing agency, announced a new partnership to help brands win over consumers with smart and data driven marketing.

Creative VMLY&R provides an empirical and historically validated demonstration of how brands grow and decline, and its metrics have been linked to both current and future financial performance. Their unique model enables them to evaluate and diagnose brands on equity, loyalty and imagery dimensions and then prescribe a strategic framework for achieving marketplace success.

The partnership comes on the heels of the recent realization that marketing is changing and requires more data to tell stories that connect with consumers in Africa.

In the media space, The Financial Times has revealed it will be appointing media agency, Essence to be its sole agency for all media planning, buying and strategy.

 The move aims to focus on a single customer view to improve the end-to-end consumer experience and extend the customer lifetime value of Financial Times readers.

At the same time, GroupM, WPP’s media investment group, has introduced the approach it will take to measure and reduce ad-based carbon emissions using a newly developed global carbon measurement framework.

The framework is an innovative, new set of measurement methodologies designed to break down the media value chain and define the necessary data inputs to measure carbon emissions across all five stages of the advertising lifecycle for all formats, channels and markets in accordance with the Greenhouse Gas Protocol’s standards.

Elsewhere, Hilton is shaking up hotel marketing and advertising with the announcement of its first global brand platform that identifies what has been missing from hotel marketing – the hotel stay.

Hilton. For the Stay” places the hotel front and center, elevating the role and importance of the stay at a time when lodging advertising is a sea of sameness, featuring overused destinations, cliché walks on the beach and generic descriptions of travel.

Bob Koigi is an editor at Marketing Report EU

www.marketingreport.eu

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