Since 2010, Added Value has been annually measuring brand VIBE in the USA. In 2013, we took the study global.

We asked

We spoke to men and women, at least 16 years of age (or legal drinking age for alcoholic beverages) in 10 countries.

62,250 people, ages 16+, 160 brands, with the sample sourced by Lightspeed Research.

People rated one brand they were randomly assigned to. To qualify, they must have heard of and had some familiarity with the brand. Each brand was then measured on a set of attributes determining its VIBE.

Additionally, for each brand we also explored: its brand equity using Added Value’s proprietary Brand Navigator™ Iceberg and its archetype via CharacterLab™

The brands included represent a range of products and services, cutting across 15 broad sectors.

Note: not all brands were asked in every market.