Davie Brown Index

From WikiCover

The Davie Brown Index provides brand marketers with a way to quantify the use of celebrities in marketing campaigns by evaluating a celebrity's awareness, appeal, and relevance to a brand's image and their influence on consumer buying behavior.

Respondents evaluate celebrities along eight key attributes: appeal, aspiration, awareness, endorsement, influence, notice, trendsetter, and trust. An overall DBI score is developed each time a celebrity is indexed and can be sorted by key demographics, including gender, age and ethnicity. Each celebrity is also indexed to a specific celebrity category.

From a national sample, a thousand respondents are presented with the name and face of a celebrity and asked if they are aware of the individual. Respondents who indicate that they are aware of the celebrity are then asked a standard set of questions about that celebrity, using a six-point scale to record their responses. These questions form the basis for the celebrity scores on the seven key attributes. Even Spider-Man gets a DBI score.