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...