Mumbrella360: Ehrenberg-Bass Professor says ‘you’re poorly branding’ if you’re focusing on assets over your brand

May 24, 2024 10:00

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.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.