What kinds of validations does Brand Keys have?
Brand Keys has conducted and published more validation studies than most research companies in the world. As we believe that all brand efforts should in some way serve the profitability of the brand, one of our most highly-referenced validation studies was conducted by Aquetong Capital-a corporate valuation firm seeking a variable for loyalty for their corporate profitability model. Using Brand Keys loyalty rankings, of their choosing, Aquetong Capital found our rankings of brands with the strongest performance against the Ideal in their categories were extraordinarily correlated with corporate profitability, ranging from a low of .830 to a high of .901.
