Asset Power is Gemba’s way of measuring the marketability of an asset (i.e. athlete or celebrity) relative to others in the same market. The Asset Power score is derived by the level of awareness (the reach an asset has), and likeability (the percentage of people who follow or are interested in the person). Using this data we can compare the popularity and influence athletes and celebrities have among the Australian population.
About Gemba’s Asset Power Study
Gemba’s Asset Power Study tracks the awareness, likeability and personality attributes of almost 700 athletes, celebrities and teams. Personality traits allow us to define Archetypes for assts to optimise brand fit. If you are a brand seeking to evaluate your ambassador portfolio, get in touch to learn how our customised or proprietary data could help your brand establish an objective assessment.