Measuring emotional connection for future brand success

The paper describes the development of a tool to measure the emotional connection consumers have with PwC's Global Top 100 Organisations, and assesses the added value of that connection.

Measuring emotional connection for future brand success

Simon Patterson, Tom Adams and John PawleQRi Consulting and FutureBrand

Abstract

The value of the world's largest organisations is typically understood in terms of market capitalisation. QRi Consulting have developed a tool for FutureBrand for measuring the emotional connection consumers have with PwC's Global Top 100 Organisations and the way this can broaden our definition of organisational value. The result is the FutureBrand Index: a research study based on a QualiQuant® analysis of Purpose and Experience attributes and other diagnostic measures. The findings include four organisational typologies, the most competitive of which...

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