Brand Energy is an absolute measure of a brand’s value as derived from quantum mechanics. It is a derivation of Einstein’s Theory of Relativity that translates the physical energy of a brand in space into the true value of brand in the marketplace.
It relies on quantitative data points such as a brand’s forward P/E ratio, the statistical connection consumers have to a given idea, the statistical connection brands have to that idea and the statistical connection consumers have to a brand.
Category leaders were chosen on overall increase in consumer connection to the brand (how much more affinity did they have for the brand?), and overall increase in consumer connection to the idea (how much did they like the commercial?)
E*Trade took the win in the services category, but quite frankly, the entire category didn’t do much for consumers. There wasn’t a services brand in the top 10. We love the E*Trade baby, but it is no longer moving E*Trade up the consideration set. Century21 took a run at building consideration, but needed more. And Godaddy went to the well one more time, but this year, they actually lost energy.
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