Davie-Brown Index (DBI)

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The Davie Brown Index (DBI) is an independent index for brand marketers and agencies that determines a celebrity’s ability to influence brand affinity and consumer purchase intent.

Developed by the talent division of Los Angeles-based Davie Brown Entertainment (DBE), an Omnicom Group Inc. agency and a member of The Marketing Arm network, the DBI provides marketers with a systematic approach for quantifying the use of celebrities in their advertising and marketing campaigns.

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. The DBI is indexed with more than 1,500 celebrities presented to randomly selected respondents four times per year.

Respondents who are aware of a certain celebrity are then asked a standard set of questions about that celebrity. Using a six-point scale, seven key attributes are evaluated, including appeal, notice, 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.

According to an article in the Wall Street Journal (2/13/06), as of February 2006, the top 10 celebrities in the DBI were:

Tom Hanks, Oprah Winfrey, Bill Cosby, Michael J. Fox, Michael Jordan, Robin Williams, Mel Gibson, Clint Eastwood, Sean Connery, and Tiger Woods.

However, since the database is updated weekly, scores and rankings are dynamic and change frequently.