Earned media that results from public relations efforts may be more important than advertising to brand value, especially for companies that sell feature-rich, high-involvement and complicated products such as consumer electronics, and financial services and vehicles, finds a survey by Text 100 and Context Analytics.
The findings of the “Media Prominence Study,” (pdf) which calculates brand value based on Interbrand’s 2008 Best Global Brands report, show that on average 27% of brand value is tied to how often the brand name appears in the press.
In industries that involve more research before purchases are made, the editorial content that results from PR can account for nearly half of brand value. For example, in the computing industry, media prominence accounted for 48% of brand value, or 16 times that of the personal care industry (4%). Similarly, media prominence in the automotive, consumer electronics and financial services industries was 23%, 20% and 19% respectively.