Using research methodology pioneered by Bartle Bogle Hegarty in the US, the ITV Fame Ratings explains the main elements of fame and creates a correlation of fame and business success.
More than 100 brands have been included in Fame Ratings and the research has identified five key elements of fame from connection to talkability, familiarity, universal meaning and standout.
Nigel Bogle, chief executive of BBH, said: "Famous brands will continue to prosper and a major challenge is how these brands engage with consumers.
"We're pleased that ITV shared an interest with BBH in exploring brand fame and believe the Fame Ratings should prove a valuable tool."
In addition, ITV has revealed it is launching Fame Metrics to deliver evidence of the effectiveness of TV as an advertising medium.
With the help of OMD Metrics, and new data marketing start-up Pravda, launched by OMD and research firm PIMS, ITV Fame Metrics will work out how ad campaigns have contributed to company profitability.
Justin Sampson, director of customer relationship marketing at ITV, said it is the network's priority to add tangible and practical evidence of the ROI of television advertising.
"Fame Metrics sits right at the hard end of the accountability spectrum and will produce genuine insight into the economic benefits of using television advertising to build famous brands," he said.
The Values of Fame campaign was launched towards the end of 2004 with the publication "Have You Seen How Much it's Worth?"
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