Chris Harrison looks at the seven levels of brand energy and what drives those on the dynamic end of the spectrum.

Over the past two weeks I have been discussing how leading US academics have made a breakthrough in measuring brand energy. Regular readers will recall that these frighteningly bright people synthesised NYSE listed company performance information with measures of brand health. These latter were drawn from the world’s biggest database of brands: BrandAssetValuator.

They then went on to identify those aspects of a brand that appear to drive higher energy levels. They named them VISION, INVENTION, and DYNAMISM.And finally ranked NYSE listed brands by scoring them from 0-100 on a model too clever too explain. In the end they were able to group brands into seven energy levels.

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