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?)
Samsung went big and took a gamble on a late placement. They resonated with consumers by bringing Lebron together with Rudd and Rogen. Consumers found the commercial funny enough to share (21 million+ views) and drove a strong enough connection to build an incredible amount of Brand Energy.
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