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The world's first study into understanding and measuring the authentic equity of brands was conducted in Australia in 2006, by brand consultants Principals and the Director of marketing measurement consultancy Brand Navigator. Following extensive qualitative research and a review of current academic literature, a quantitative benchmark study of authentic brands was conducted with over 2,400 Australian consumers. This was followed by a repeat study in 2008 of 110 brands in eight categories with over 4,500 Australian consumers, enabling the tracking of brand authenticity over time. The resulting Authentic Brand Index (ABI) is a simple index score of a brand's authenticity that can be directly compared to other brands within and across industries - and tracked through time. The methodology delivers the topline authenticity index as well as a view of the underlying drivers - and barriers to an authentic brand reputation. |
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