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| Developed by ]-based Davie Brown Entertainment (DBE), an ] Inc. agency and a member of ] network, the DBI provides marketers with a systematic approach for quantifying the use of celebrities. | Developed by ]-based Davie Brown Entertainment (DBE), an ] Inc. agency and a member of ] 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 ] 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. | The DBI consists of a 1.5 million-member research panel, supplied by ], 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. 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 ] is indexed and can be narrowed down to key ], including ], age and ethnicity. | An overall DBI score is developed each time a ] is indexed and can be narrowed down to key ], including ], age and ethnicity. | ||
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| 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|date=January 2007}} | ||
| ==External Links== | |||
| ] | ] | ||
Revision as of 22:57, 26 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 (Global Market Insite, Inc.), 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.
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External Links
Davie Brown Entertainment Davie Brown Index
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