| Revision as of 08:28, 14 January 2007 editLonghair (talk | contribs)Extended confirmed users168,009 edits {{unreferenced}}← Previous edit | Revision as of 11:32, 14 January 2007 edit undoSmackBot (talk | contribs)3,734,324 editsm Date the maintenance tags using AWBNext edit → | ||
| Line 12: | Line 12: | ||
| However, since the ] is updated weekly, scores and rankings are dynamic and change frequently. | However, since the ] is updated weekly, scores and rankings are dynamic and change frequently. | ||
| {{Unreferenced|date=January 2007}} | |||
| {{unreferenced}} | |||
| ] | ] | ||
| ] | ] | ||
Revision as of 11:32, 14 January 2007
The Davie Brown Index (DBI) is an independent index for brand marketers and agencies that determines a celebrity’s ability to influence brand affinity and consumer purchase intent.
Developed by Los Angeles-based Davie Brown Entertainment (DBE), an Omnicom Group Inc. agency and a member of The Marketing Arm network, the DBI provides marketers with a systematic approach for quantifying the use of celebrities.
The DBI consists of a 1.5 million-member research panel, supplied by GMI, which evaluates a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on consumer buying behavior. The DBI is indexed with more than 1,500 celebrities presented to randomly selected respondents four times per year. 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.
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.
As of February 2006, the top 10 celebrities in the DBI were:
Tom Hanks, Oprah Winfrey, Bill Cosby, Michael J. Fox, Michael Jordan, Robin Williams, Mel Gibson, Clint Eastwood, Sean Connery, and Tiger Woods.
However, since the database is updated weekly, scores and rankings are dynamic and change frequently.
 | This article does not cite any sources. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. Find sources: "Davie-Brown Index" – news · newspapers · books · scholar · JSTOR (January 2007) (Learn how and when to remove this message) |