Who are Australia’s most authentic brand leaders?
Brand Alpha™ is Principals’ way of measuring the authentic leadership qualities of brands.
Developed through qualitative and quantitative studies, we have identified an underlying mental model that people use to judge a brand’s authentic character. The model has four inter-related constructs or V-factors. The more obvious drivers of brand leadership, Visibility and Value, are weighed up in parallel to the softer, yet increasingly critical factors of Vitality and Virtue. Since 2006, we’ve measured over 160 brands in a dozen sectors across 7 countries.
Here are the highest performing brands: