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Brand Equity

Gen Z Holidays

Gen Z and Millennials may be conscious of the cost of their holidays, but new research suggests they are increasingly looking to maximise what they get for their money, rather than simply minimise what they spend.

Gen Z Holidays Focus on More – Not Necessarily Cheaper

Top 50 UK Charities Ranked

Discover which charities are leading the sector today—and the strategic priorities that will define success tomorrow. As you have probably seen in the news, the UK’s charity sector is facing a fascinating challenge. On one hand, a small group of highly recognisable organisations continue to dominate public awareness, trust and support. On the other hand, changing donor behaviour, economic pressures and evolving social priorities are creating opportunities for a new generation of charity brands to emerge. The findings from Vision One’s Charity Brand Barometer reveal both today’s leaders and tomorrow’s contenders, offering valuable insight into where the sector may be heading next. The UK’s Top Charity Brands The strongest charity brands in the UK continue to be dominated by health-focused organisations. Cancer Research UK ranks first overall for Brand Equity, followed closely by Macmillan Cancer Support and the British Heart Foundation. Animal welfare charities such as the RSPCA and Dogs Trust also perform exceptionally strongly, demonstrating the enduring appeal of causes that combine emotional relevance with broad public support. What is particularly interesting is that the top rankings are not simply a reflection of awareness. Many of these organisations have spent decades building trust, emotional connection and cultural relevance. Brand…

Top 50 UK Charities Ranked: What’s Next for the Charity Sector?

Charity Brand Barometer

To receive a PDF copy, please complete the form below We hope this report provides valuable insight into the UK’s leading charity brands, highlighting which organisations are building momentum, strengthening public engagement and growing brand equity across the sector. Preview the PDF here… use the right and left arrows to read on. Thank you for choosing to download the UK Charity Brand Barometer Please complete the form opposite to download the report. By downloading the Charity Brand Barometer, you agree to receive occasional communications from Vision One relating to charity research, brand insight and relevant industry content. You can unsubscribe or opt out at any time. Latest news and charity research articles

Download the Charity Brand Barometer Here

BrandVision Brand Strategy and Brand Health Measurement Vision One

What is BrandVision? BrandVision is Vision One’s brand health tracking tool: a repeated survey of your market, scored on the eight metrics of the Brand Equity Wheel and combined into one Brand Equity Score, for your brand and every competitor. Results are reported in a dashboard with a researcher’s commentary, so each wave ends with a decision rather than a deck. In fast-moving markets, brands can rise or fall in a matter of months. Customer expectations shift, competitors launch new products and cultural trends reshape what people value. Traditional brand tracking, while valuable, often struggles to keep pace. BrandVision is the system behind our brand tracking: it combines current survey technology with the brand measurement thinking Vision One has refined over two decades. Why brand health measurement needs a rethink For decades, brand tracking has been the cornerstone of strategic marketing. It measures the metrics that matter: awareness, consideration, preference, loyalty and advocacy. The problem is that many tracking programmes still rely on outdated methods, producing slow, static reports that describe last quarter rather than explain it, and that arrive too late to change the next campaign. BrandVision was developed to solve those problems: faster fieldwork, a single score the…

BrandVision: Brand Health Tracking Explained

Free Brand Tracking Trial

Secure your free brand health check today A free brand health check is a one-wave brand tracking survey run by Vision One among a snapshot of UK adults. It shows where your brand stands on awareness, usage, magnetism, momentum, Brand Love, fame and brand health, compared with our norms, so you can decide whether continuous brand tracking is worth it before you commit. A strong brand attracts customers and builds trust and loyalty. But how do you know whether your brand is healthy and heading in the right direction? What is a free brand health check? Most brands are managed on sales data and instinct. Sales tell you what happened last quarter; they do not tell you how many people know your brand, whether they would consider it, or whether it is seen to be growing or fading. A brand health check answers those questions with a short, representative survey, using the same questions and metrics as Vision One brand tracking. The free version is a single wave: one questionnaire, one UK sample, one report. It is built for brands that have never tracked before, or that want to see what a tracker would tell them before they commit budget….

Free Brand Tracking: Your Brand Health Check

Why you need a Brand Vision

What is a Brand Vision? A brand vision is a future vision of a brand. It outlines where a brand is going. What it stands for, and what it wants to achieve.   A Brand Vision reflects the mission and vision statements of a company and incorporates its brand identity, market positioning and branding. Ultimately it maps a vision and trajectory for the future. It takes years for a brand to build its stature and reputation, and this is why a brand vision is so important – it is ultimately both the goal and the route map to success.   Brand Vision Explained Your brand vision should be encapsulated in mission and vision statements. These documents help you to define your goals for your business and outline how you would like your brand to appear to the outside world and your employees. In a nutshell, your Vision statement should relay the future position you’d like your brand to occupy in the future. Whilst your Mission statement defines how your brand currently defines itself, its goals and how it plans to reach these goals. By using both the Brand Vision statement and the mission statement together, you can chart a journey between where you are now and…

Why you need a Brand Vision

Our Love of Brands & Brand Love Vision One

Brand Love February has finally arrived, a month-long celebration as a time of romance – a time to remember and appreciate our loved ones. And what better way to mark Valentine’s Day than to launch our new brand tracking metric – Brand Love! Available to all new and existing Vision One clients to delve deeper into the consumer-brand relationship; how deep is your (brand) love? Why Valentine’s Day is the perfect time to think about Brand Love! Valentine’s Day isn’t just about romance — it’s a major spending moment, and the numbers continue to climb. So there’s no better time for businesses to be thinking about Brand Love Brands that invest in strong market research have a clear advantage, understanding not just what people buy, but when and why. One of the biggest retail moments is still “Red Saturday” — typically the weekend before Valentine’s Day — when couples actively purchase gifts, book restaurants, and plan experiences. Spending remains significant, with millions of people celebrating through dinners, gifts, and shared experiences. Data suggests Brits spend over £90m on Valentine’s Day. And it’s not just couples driving this — singles are also contributing to the Valentine’s economy, often spending heavily on…

Valentine’s Day Special: Our Love of Brands & Brand Love

What it means to be ‘dynamic as a driver of brand growth

Every brand aspires to thrive and grow. But the lifecycle of a brand or product can be fragile.  In an ever-changing climate, some brands and products stride ahead whilst others stagnate – or enter a steady state of decline. The fact is, if you can’t keep pace with the changes around you, your brand will struggle to grow. It’s about being dynamic. Successful, growing brands are agile – they can harness opportunities, leading to market penetration, diversification and development.  It’s no surprise, then, that the ability to be ‘dynamic’ is a key driver of brand growth. But what does it actually mean to be dynamic? What does a dynamic brand look like? And how can we measure a brand’s dynamism? How quickly do you respond and adapt to change? To be dynamic, you need energy and pace.  It’s about mindset and attitude. You need to be in tune with your market, customers and competition.  Yes, you might be in a naturally dynamic and fast-paced sector, like technology – or even lucky enough to be enjoying the buzz of a brand new category – but it doesn’t always mean that your initial burst of growth within it will continue. For some, their products…

What it means to be ‘dynamic’ as a driver of brand growth

Brand Equity - Vision One Glossary

Brand Equity is the added value a company generates through branding and marketing activity. Brand owners and marketers can create equity for their products or services by making them easily recognisable, distinctive, and memorable and conveying a strong sense of purpose or meeting consumers’ rational and emotional needs.

What is Brand Equity & Why it’s Important