Abstract:

Our industry has now eagerly embraced the term 'Brand Buzz' but is this really a new concept at all, or just a re-branding of traditional brand health measures? In this paper, the authors examine the notion of Brand Buzz to provide robustness around defining and operationalising Brand Buzz and present a case study involving over fifty brands and twelve thousand consumers to help reveal some intriguing and exciting insights about what Brand Buzz really is and how it can be generated and meaningfully measured.