The Davie-Brown Index (DBI) is an independent index for
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
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
The Marketing Arm, also known as TMA, is a marketing and creative agency owned by Omnicom Group. With offices in New York City; Los Angeles; Chicago; Dallas; Wilton, Connecticut; Irvine, California; London; Manchester; São Paulo; and Shanghai. The ...
, an
Omnicom Group
Omnicom Group Inc. is an American global media, marketing and corporate communications holding company, headquartered in New York City.
Omnicom's branded networks and specialty firms provide services in four disciplines: advertising, customer re ...
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
A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. T ...
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
Celebrity is a condition of fame and broad public recognition of a person or group as a result of the attention given to them by mass media. An individual may attain a celebrity status from having great wealth, their participation in sports ...
is indexed and can be narrowed down to key
demographics
Demography () is the statistical study of populations, especially human beings.
Demographic analysis examines and measures the dimensions and dynamics of populations; it can cover whole societies or groups defined by criteria such as edu ...
, including
gender
Gender is the range of characteristics pertaining to femininity and masculinity and differentiating between them. Depending on the context, this may include sex-based social structures (i.e. gender roles) and gender identity. Most cultures u ...
, 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.
Celebrity index goes international
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References
External links
New York Magazine articleMedia Magazine article
Celebrity
Marketing analytics
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