METHODOLOGY OVERVIEW

The Brand Impact Score: was derived by combining three different
metrics into a single score of 0 to 100. The original metrics are rescaled so they can be combined appropriately. The scores are weighted and averaged together to provide an overall Brand Impact Score. The three key metrics are:

Brand Power Rating

The Brand Power Rating measures the strength of a company’s brand through its marketing activities,
specifically measuring Awareness, Consideration, Preference and Purchase Intent (ACPP). The ACPP
ranking shows the brand’s ability to directly influence those who are aware of the brand and convert
them to loyal, repeat customers. At each stage of the sales process, brands tend to loose market share.
The ACPP model allows management to identify the precise point at which a brand loses share along
the sales process. The Brand Power Rating is the average of the initial total awareness and the
conversion rate of those aware who are converted into customers. The model has a normatively high
correlation coefficient (R2 = 0.8623) with market share. The correlations are even stronger for more
niche markets (0.900).

Brand Reputation

Brand Reputation is a quantitative assessment of a brand’s ability to deliver quality products in the
category of interest. Those people who are category users are asked to rate the reputation of brands
of which they are aware.

Expert Judges Score

Expert judges are asked to review the Brand Power Rating and Brand Reputation findings and discuss
the category and key brands relevant to that category. Judges than awarded a first, second, and third
place brand within each category based on their knowledge, and who they felt has done the best job of
positioning their brand within a given category.