The Ambition Score
Cultural credibility is finally measurable
THE AMBITION and the renowned market research institute YouGov have joined forces to measure the cultural relevance of brands in hiphop culture in Germany for the first time. The Ambition Score shows the cultural relevance in a total of seven sectors. Included are brands such as Nike, Adidas, Mercedes-Benz, Red Bull, Rolex, YouTube and Spotify.
The Ambition Score will be published annually and can thus serve as a long-term measuring instrument for a brand’s cultural activities.
In a representative study conducted in cooperation with YouGov, two thousand people between the ages of 12 and 49 who identify with hiphop culture were asked about 69 brands from seven categories. The result is The Ambition Score.
In our whitepaper you will get all the results and interpretations.