Davie-Brown Index (DBI)
Encyclopedia
The Davie Brown Index 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 by the 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.).
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
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 by the celebrity talent division of The Marketing Arm
The Marketing Arm
The Marketing Arm is a marketing and promotions agency owned by Omnicom Group. The agency includes several specialty brands, including Millsport , Usmp , Davie Brown Entertainment , Wave , and Ipsh...
, an Omnicom Group
Omnicom Group
Omnicom Group is a holding company whose agencies provide marketing and communications services in the disciplines of advertising, customer relationship management , strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and...
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
Consumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...
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
A celebrity, also referred to as a celeb in popular culture, is a person who has a prominent profile and commands a great degree of public fascination and influence in day-to-day media...
is indexed and can be narrowed down to key demographics
Demographics
Demographics are the most recent statistical characteristics of a population. These types of data are used widely in sociology , public policy, and marketing. Commonly examined demographics include gender, race, age, disabilities, mobility, home ownership, employment status, and even location...
, including gender
Gender
Gender is a range of characteristics used to distinguish between males and females, particularly in the cases of men and women and the masculine and feminine attributes assigned to them. Depending on the context, the discriminating characteristics vary from sex to social role to gender identity...
, age and ethnicity.
Updated weekly, DBI attribute rankings are dynamic and change depending on major events (e.g., industry awards, positive/negative news, etc.).