James, Wade top list of NBA'S most endorsement-worthy players as ranked by Davie Brown Index

DALLAS — LeBron James and Dwyane Wade top the list of the NBA players with the most endorsement potential, according to a 30-page report compiled by Davie Brown Talent, the nation's leading celebrity talent-buying agency.

Shaquille O'Neal, Yao Ming, and Carmelo Anthony round out the top five.

The entire report is available for download at:

http://www.themarketingarm.com/media/downloads.php

The list ranks players based on data gathered from the Davie Brown Index, which determines a celebrity's ability to influence brand affinity and consumer purchase intent. It provides brand marketers and advertisers with a systematic approach for quantifying and qualifying the use of celebrities in marketing campaigns.

Using a 1.5 million-member consumer research panel, the DBI evaluates celebrities along eight key attributes: Appeal, aspiration, awareness, endorsement, influence, notice, trendsetter, and trust.

"For years, when selecting a celebrity to appear in an ad, brand managers and their agencies relied on gut instinct more than science," said Jeff Chown, president of Davie Brown Talent.

"Those who did use a more scientific method looked primarily at whether a celebrity was well-known and well-liked. The problem is, there are plenty of celebrities who we know and perhaps like, but don't necessarily take notice of, trust, or aspire to be like."

According to the report, James is among the most influential personalities in the DBI database. Likewise, among consumers who know him, Wade is one of the league's most likable, endorsement-worthy, influential, and aspirational players, according to DBI data.

Others making the list include Vince Carter, Steve Nash, Kevin Garnett, Tim Duncan, Dirk Nowitzki, and Tony Parker. Chris Paul, Adam Morrison, and Ben Gordon were included as "Three to Watch."

Miami coach Pat Riley, Dallas owner Mark Cuban, Sacramento owners the Maloof brothers, Lakers coach Phil Jackson, and TV color commentator Bill Walton rank as other endorsement-worthy personalities.

Davie Brown issues similar reports prior to other major sporting events, including the Super Bowl, NFL and NBA drafts, the Olympics, and World Series, as well as entertainment events such as the Oscars and the Grammys.

Founded in 1985, Los Angeles-based Davie Brown Entertainment is a full-service entertainment marketing group specializing in worldwide strategic marketing solutions and activation in the areas of movies, TV, music, and gaming. For more than 20 years, Davie Brown has served as a conduit between brands and content providers.

In addition to Davie Brown's entertainment and music capabilities, Dallas-based Davie Brown Talent, led by Jeff Chown, is the largest celebrity talent-buying agency in the U.S., matching celebrities with major brands.