By Don Walker
Milwaukee Journal Sentinel
The Davie–Brown Index (DBI) is an index for brand marketers and agencies that determines a celebrity’s ability to influence consumer interest in a product.
According to the most recent edition of the DBI, former Packer quarterback Brett Favre’s appeal dropped nine points among U.S. consumers between May 5 and Aug. 13. His “trust” rating also declined, falling nearly eight points.
There is some good news. In May, 70 percent of U.S. consumers recognized Favre’s name or face, according to the DBI. Three months later, thanks to the buzz surrounding Favre’s dispute with the Green Bay Packers, more than 80 percent of Americans knew of Favre.
“What transpired in Green Bay over the last 30 to 45 days has had a significant negative impact on Brett's reputation,” said Jeff Chown, president of Davie Brown Talent, a Los Angeles agency that identifies potential celebrity endorsers for major brands. “It’s taken a toll on his image; the data supports that.”
Favre’s scores also declined three to four points in “aspiration,” “endorsement,” and “breakthrough.” However, his rating as a “trendsetter” increased slightly while his “influence” score remained steady.
When he retired in March after 17 seasons in the NFL, Favre ranked as one of the highest-rated athletes in the DBI.
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