Apple has topped the list of most “culturally vibrant brands” as compiled by Added Value, a marketing insight company, and reported by “SciTech” (http://macte.ch/fgFhR).
The “vibrancy” of each brand is measured across four dimensions, each of which represents a statistical clustering of culturally-significant attributes that describe how Visionary, Inspiring, Bold and Exciting (VIBE) a brand is perceived to be by consumers. The purpose of the survey is to measure cultural relevance as an early indicator of brand success,
Added Value’s American office studied 50 brands across nine broad sectors including apparel, automotive, beer and technology to provide a quantitative understanding of a brand’s relevance in a market’s “cultural zeitgeist,” “SciTech” adds. According to Added Value’s Inka Crosswaite, although the study was done in the US, it certainly has relevance for local brand managers.