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Davie-Brown Index: Difference between revisions

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{{Short description|Independent index for brand marketers and agencies}}
{{Nofootnotes|date=August 2007}} {{more footnotes|date=August 2007}}
The '''Davie Brown Index''' (DBI) is an independent index for ] marketers and agencies that determines a ]’s ability to influence brand affinity and consumer purchase intent.
The '''Davie-Brown Index''' (DBI) is an independent index for ] marketers and agencies that quantifies consumer perceptions of more than 2,900 celebrities, including TV and film stars, musical artists, reality TV stars, news personalities, politicians, athletes, and business leaders.<ref>{{Cite web |last=McDonald |first=Duff |date=2006-02-24 |title=The Celebrity Trust Index -- New York Magazine - Nymag |url=https://nymag.com/news/intelligencer/16143/ |access-date=2025-01-10 |website=New York Magazine |language=en}}</ref>


Developed by the talent division of ]-based ] (DBE), an ] Inc. agency and a member of ] network, the DBI provides marketers with a systematic approach for quantifying the use of celebrities in their advertising and marketing campaigns. Developed in 2006 by Sharp Analytics and white labeled by celebrity talent division of ], an ] Inc. promotion agency, the DBI provides marketers with a systematic approach for quantifying the use of celebrities in their advertising and marketing initiatives. DBI data is designed to help determine a celebrity's ability to influence brand affinity and consumer purchase intent.<ref>{{Cite news |last=Steinberg |first=Brian |date=2006-02-13 |title=Omnicom Unit to Enter Game of Valuing Stars |url=https://www.wsj.com/articles/SB113979992994972159 |access-date=2025-01-10 |work=Wall Street Journal |language=en-US |issn=0099-9660}}</ref>


According to various news articles, the DBI consists of a 1.5 million-member consumer research panel which evaluates a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on ] buying behavior. The DBI is indexed with more than 1,500 celebrities presented to randomly selected respondents four times per year. According to various news articles, the DBI consists of a 1.5 million-member consumer research panel which evaluates a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on ] buying behavior. Respondents who are aware of a certain celebrity are asked a standard set of questions about that celebrity. Using a six-point scale, consumers evaluate celebrities across seven key attributes: Appeal, Breakthrough, Trendsetter, Influence, Trust, Endorsement, and Aspiration. An overall DBI score is developed each time a ] is indexed and can be narrowed down to key ], including ], age and ethnicity.{{CN|date=September 2021}}


Updated weekly, DBI attribute rankings are dynamic and change depending on major events (e.g., industry awards, positive/negative news, etc.).
Respondents who are aware of a certain celebrity are then asked a standard set of questions about that celebrity. Using a six-point scale, seven key attributes are evaluated, including appeal, notice, trendsetter, influence, trust, endorsement, and aspiration.


In 2013, The Marketing Arm partnered with Repucom, a market research firm, to launch the Index in 12 international markets.<ref>{{Cite web |title=Celebrity index goes international {{!}} News |url=https://www.research-live.com/article/news/celebrity-index-goes-international/id/4009836 |access-date=2025-01-10 |website=Research Live |language=en}}</ref>
An overall DBI score is developed each time a ] is indexed and can be narrowed down to key ], including ], age and ethnicity.


==References==
However, since the ] is updated weekly, scores and rankings are dynamic and change frequently.
{{Reflist}}


==External links== ==External links==
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Latest revision as of 01:20, 10 January 2025

Independent index for brand marketers and agencies
This article includes a list of general references, but it lacks sufficient corresponding inline citations. Please help to improve this article by introducing more precise citations. (August 2007) (Learn how and when to remove this message)

The Davie-Brown Index (DBI) is an independent index for brand marketers and agencies that quantifies consumer perceptions of more than 2,900 celebrities, including TV and film stars, musical artists, reality TV stars, news personalities, politicians, athletes, and business leaders.

Developed in 2006 by Sharp Analytics and white labeled by celebrity talent division of The Marketing Arm, an Omnicom Group Inc. promotion agency, the DBI provides marketers with a systematic approach for quantifying the use of celebrities in their advertising and marketing initiatives. DBI data is designed to help determine a celebrity's ability to influence brand affinity and consumer purchase intent.

According to various news articles, the DBI consists of a 1.5 million-member consumer research panel which evaluates a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on consumer buying behavior. Respondents who are aware of a certain celebrity are asked a standard set of questions about that celebrity. Using a six-point scale, consumers evaluate celebrities across seven key attributes: Appeal, Breakthrough, Trendsetter, Influence, Trust, Endorsement, and Aspiration. An overall DBI score is developed each time a celebrity is indexed and can be narrowed down to key demographics, including gender, age and ethnicity.

Updated weekly, DBI attribute rankings are dynamic and change depending on major events (e.g., industry awards, positive/negative news, etc.).

In 2013, The Marketing Arm partnered with Repucom, a market research firm, to launch the Index in 12 international markets.

References

  1. McDonald, Duff (2006-02-24). "The Celebrity Trust Index -- New York Magazine - Nymag". New York Magazine. Retrieved 2025-01-10.
  2. Steinberg, Brian (2006-02-13). "Omnicom Unit to Enter Game of Valuing Stars". Wall Street Journal. ISSN 0099-9660. Retrieved 2025-01-10.
  3. "Celebrity index goes international | News". Research Live. Retrieved 2025-01-10.

External links

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