31 Aug '15, 4pm

Taking the Brand Temperature: Louis Vuitton, Fendi, Gucci, Bottega Veneta and Valentino are amongst the

Taking the Brand Temperature: Louis Vuitton, Fendi, Gucci, Bottega Veneta and Valentino are amongst the

LONDON, United Kingdom — Think of brand temperature as the ratio between editorial press coverage and print advertising spend. On a brand thermometer, zero degrees is when equal editorial mentions by brand are matched by equal print advertising spend. Brands that achieve more editorial space than their advertising spend should warrant to be understood as “hot” — brands whose advertising spend is not rewarded with proportionally equivalent editorial space should be viewed as “cold.” In other words, with equal levels of marketing effort, a “hot” brand can reap significantly higher returns than a “cold” brand. This can be measured relatively directly in terms of spontaneous brand recognition and editorial press coverage versus marketing spend. More indirectly, a higher temperature should be associated with higher brand desirability among consumers, and higher demand by wholes...

Full article: http://www.businessoffashion.com/articles/intelligence/ta...

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