In what has to be the
best collaboration between equity researchers and a teenage fashion
magazine, Goldman Sachs has joined forces with Teen Vogue to produce the
definitive "Teen Vogue-Goldman Sachs Brand Affinity Index." To find the top 50 brands, Goldman
"polled over 1,200 Teen Vogue 'It Girls' on roughly 350 brands.
Respondents scored brands based on awareness, favorability, and
word-of-mouth" — an important facet in our social media world where peer
opinion is more easily available. The composite index measured the
average of those three scores, excluding brands with low favorability
scores (where favorability was one standard deviation below the mean).