24 Nov 09 Will Smith Beats Brad Pitt, Tiger Woods, Angelina Jolie and Oprah Winfrey in Brand-Endorsement Equity
Will Smith is number one in terms of match between celebrity and brand equity as found by Millward Brown, one of the leading research companies, in a research conducted to find Cebra (Celebrity + Brand) score. The sample size taken for the research was 2,000, which comprises of the U.S adults between 18 and 64. Brad Pitt is at second position, whereas, his love-interest, Angelina Jolie is at number 10. Tiger Woods is at number 3 followed by Oprah Winfrey who is at number 4.
Cebra score attempts to measure the power of celebrity and brands. For this it has integrated the following factors:
- Familiarity (How much consumers know about a celebrity and brand)
- Affinity (how strongly do the consumer like or dislike a celebrity and a brand)
- Buzz (How much buzz quotient a celebrity and a brand has)
The Cebra score is then combined with a personality matching matrix to identify which celebrity ad brand can partner to offer the highest potential to influence the market place.
Celebrities with Highest Cebra Score
- Will Smith
- Brad Pitt
- Tiger Woods
- Oprah Winfrey
- Denzel Washington
- Clint Eastwood
- Ellen DeGeneres
- Morgan Freeman
- Johnny Depp
- Angelina Jolie
Tags: Affinity, Angelina Jolie, Brad Pitt, Brand Buzz, Brand Equity, Clint Eastwood, Denzel Washington, Ellen Degeneres, Endorsement, Familiarity, Johnny Depp, Leading Research, Love Interest, Match, Morgan Freeman, Number 3, Oprah Winfrey, Quotient, Tiger Woods, Will Smith
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