A new study from research agency Hall & Partners has attempted to determine the top ten most engaging UK brands.
The research methodology, called the Engager, uses a new way to analyse how people interact with brands.
The list in full:
2. Cadbury (Edelman client)
6. Marks & Spencer
9. The Olympics
According to the press release:
Engager ™… identifies the link between brand engagement and brand value. It does this by conducting detailed research amongst the general public and business to business audiences and linking these findings to not just past and future purchase intent, but also tying them to company profits and stock market expectations.
As we continue to look for ways to develop proof of ROI in the communications industry, this sort of thinking is always interesting to study in further depth. There is little indication of the exact model used to calculate the levels of engagement, and I am keen to find out as much as possible about the topic to continue this ongoing debate!
I have e-mailed the Hall & Partners press team to find out if there is any further information that they can share with regards to the exact algorithm that has been used, and I will share any further information with you.
In the meantime, let me know what you think of the index and if you have any questions, I’ll be sure to share it with Hall & Partners.