Measuring the authenticity of brands.

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 200 brands in a dozen sectors across 7 countries.

Here’s a sample of Australia’s strongest brands by V-factor today.


Visibility leaders.


Value leaders.


Vitality leaders.


Virtue leaders.

Find out more.

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