Brand Equity Averages

Below are the averages for the brand equity measures across 17 teams in the community, including 165 unique brands, from over 150,000 observations during the 2019 – 2020 preseason. Teams may consider using this data in sales collateral or as baseline references in charts. The infographic represents NFL teams only.

Absolute Scores

Measure Scale No recall Recall Lift 0 assets 1 assets 2 assets 3 assets 4+ assets Average
Regard 0 – 100 46.0 62.2 35.1% 46.0 57.8 59.9 62.2 67.5 53.2
Relevance 0 – 100 30.7 47.4 54.4% 30.7 43.1 44.5 46.9 53.3 38.2
Differentiation 0 – 100 38.0 59.1 55.4% 38.0 53.4 55.7 59.2 66.1 47.4
Trust 0 – 100 43.7 61.9 41.5% 43.7 56.9 59.5 62.2 67.8 51.8
Brand Preference 0 – 100 37.0 58.0 56.8% 37.0 52.7 55.7 58.2 64.1 46.3
Usage Top box: Use regularly or often 10.9% 24.0% 120.7% 10.9% 20.7% 21.7% 23.9% 28.4% 16.7%

Teams: Bears, Browns, Buccaneers, Colts, Lions, Packers, Redskins, Saints, Texans, Vikings, Blue Jackets, Golden Knights, Lightning, Red Wings, Grizzlies, Pelicans, Spurs.

Indexed Lift Scores

Measure Scale No recall Recall Lift % lift for each asset compared to no recall (0 assets) 1 asset 2 assets 3 assets 4+ assets
Regard 0 – 100 46.0 62.2 35.1% 25.6% 30.1% 35.0% 46.7%
Relevance 0 – 100 30.7 47.4 54.4% 40.2% 44.9% 52.7% 73.3%
Differentiation 0 – 100 38.0 59.1 55.4% 40.5% 46.6% 55.7% 73.9%
Trust 0 – 100 43.7 61.9 41.5% 30.1% 36.2% 42.2% 55.0%
Brand Preference 0 – 100 37.0 58.0 56.8% 42.7% 50.7% 57.6% 73.3%
Usage Top box: Use regularly or often 10.9% 24.0% 120.7% 90.2% 99.8% 119.3% 161.2%

NFL Infographic

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