UK Charities – Measuring Brand Health Case Study

Charity Research Vision One

UK Charities Case Study

Measuring Brand Health

How to Measure Brand Health

The UK Charity Sector

The recent coronavirus pandemic is likely to have hit most charities hard. This means that charities must work hard to maintain or raise their front of mind awareness and attract their share. Inevitably, there will be a fine line between those charities that succeed and fail. There are many factors that can help or hinder a charity’s efforts, but just like the commercial world, charities brand equity matters and will play a vital role in the success, or otherwise, of any charity.

Brand Equity 

Measuring UK charities brand equity is not as simple as it might seem. At Vision One, we know that understanding brand equity is only half the story and the other half is knowing how to improve it. But you can’t do one without the other, and that means measuring brand equity in order to take the next step. There are a number of popular charities in the UK, many running high profile national campaigns, with Cancer Research UK topping the list when it comes to its fundraising income.

In this short case study, we look at how its brand equity compares across some of the UK’s better-known names to illustrate how best to measure brand equity in the third sector. A more detailed white paper can be downloaded in our white papers section here.

Brand Equity Wheel

The Brand Wheel is at the hub of our Brand Equity measurement and comprises of three key themes which help create the measure for Brand Equity (otherwise known as Brand Index)

  1. Saliency. Firstly, Saliency marks the start of a customer’s journey. How aware are they of the brand? How prominent is the consideration? Is the brand growing?
  2. Image. Secondly, Brand Image refers to how the brand is perceived. Is it a leader or is it unique? Does it meet the customer’s needs? Does it offer good value?
  3. Relationship. Finally, Brand Relationship looks at the bond customers have. Are the customer’s loyal? Are they likely to recommend the brand? What emotions does the brand evoke?

Cancer Research UK raises far more money than any other British charity, so it should come as no surprise that its brand equity is very high. Indeed, Cancer Research achieves a Brand Index of 67. The British Heart Foundation and the British Legion also score well, but Cancer Research UK’s perceived position as a leader, along with people’s sense of satisfaction with the brand, help put it in front.

Cancer Research Brand Equity Score Vision One

The Brand Pyramid

The Brand Funnel Vision One
Charities Brand Equity and the Brand Funnel

The Brand Pyramid is often seen as one of the most important measures of Brand Equity. It is made up of 5 key metrics:

  • Awareness
  • Consideration
  • Trial
  • Satisfaction
  • Loyalty

Cancer Research UK has huge brand awareness reflecting its position at the top of the charities sector. A large proportion of those who are aware of the charity has also engaged with it, although brand loyalty is perhaps not as high as might be expected.

Charities Brand Equity and Brand Funnel

Both the British Heart Foundation and Royal British Legion enjoy good levels of satisfaction. Although BHF Loyalty is weak in comparison with Cancer Research UK.

Brand Value

Charities are unlike commercial brands in that those who donate don’t expect a product or service in return. However, brand equity still has an impact on the sums that people are prepared to give.

As in other categories, Cancer Research UK scores very highly, suggesting that people giving to the charity are prepared to donate more than they would to other causes. Compared to other charities in this group, Oxfam and Amnesty International attract the lowest price premiums reflecting the more functional perception of these brands.

Brand Emotion

BrandVision's Emotion metric is based on Robert Plutchik's Wheel of Emotion - combining 8 key emotions of Trust, Fear, Surprise, Sadness, Disgust, Anger and Anticipation.

As illustrated above, The British Heart Foundation performs well on Emotion with a score of 72 (matching Cancer Research). This high score is driven by a high rating on Trust. However, 24% remain neutral about the brand.

If you would like to discuss any brand research or brand tracking then please get in touch.