An Exane BNP Paribas report evaluated the brand temperature of premium and luxury brands. This was based on the ratio between their print advertising spend and the editorial coverage they receive in magazines.
According to the report, brands are ranked hot, if magazines offer these brands more editorial space than their advertising spends should warrant.
So, if brands receive more editorial coverage than their magazine advertisement spends, they get a hot rating, while brands that fall below this ratio are rated cold.
Meanwhile, other luxury brands like Giorgio Armani and Prada saw a drop in editorial print coverage vis-à-vis their advertisement spends, thereby lowering their editorial value in double digits, denoting that their brand temperature had cooled as against the same period last year. (AR)
Fibre2Fashion News Desk – India
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