New York, NY (February 28, 2018) – Tenet Partners launches CoreBrand® Data Science as a new business unit leveraging the power of predictive analytics and data science to transform how corporations and capital markets can generate value with their brands.
Using a combination of research that underpins the CoreBrand® Index and advanced analytics, the firm is helping the C-suite drive positive business outcomes. The CoreBrand® Index is entering 28 years of tracking the vitality of corporate brands across 50 industries.
“Our brand data and brand valuation approach is the only research method independently audited and validated by the Marketing Accountability Standards Board” said Hampton Bridwell, CEO at Tenet Partners.
Quantitative research from 10,000 consumers and business decision makers measure brand awareness (Familiarity) and perception (Favorability) for each company in the index, which is then combined to calculate a company’s brand strength, or “BrandPower.”
CoreBrand data is fueling major changes in how companies are measuring their brand’s performance. The firm’s quantitative research is coming off an eventful year.
In 2017, Exponential ETFs and Brandometry launched the Brand Value ETF (NYSE: BVAL), which uses Tenet CoreBrand 1000 Data to identify companies with strong brands whose latent value has not been realized by their stock price.
The Brand Value ETF tracks the BrandTransact50® index (BTW50), a primarily large-cap portfolio that provides the benefits of intelligent security selection using advanced analytics and a rules-based format. The BTW50 index is underpinned by the CoreBrand 1000 brand performance data and financial analytics from Toroso Investments, co-developers of the index.
Last year, CoreBrand research expanded to include a new culture of innovation metric to explore how this competitive element impacts the intangible value of brands. A culture of innovation is one of several levers that influences BrandPower. Survey respondents from our study were asked to judge companies based on what they perceived as a culture of innovation. The innovation metric was applied to 160 companies across all industries for which data exists going back to the beginning of the CoreBrand Index over 25 years ago.
For more information about CoreBrand data visit https://corebrand.co or to download a free copy of our report on the most innovative brands visit https://tenetpartners.com/perspectives/books/disrupting-markets-driving-success.html.
About Tenet Partners
Tenet Partners is a brand innovation firm that transforms organizations through a blend of research, strategy, design and technology. Our mission is to help companies create brand value and unlock real-time solutions and possibilities in today’s digital-driven and customer-focused world.
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