▁as ▁one ▁of ▁the ▁best ▁business ▁books ▁of ▁ 2 0 1 2 . ▁In ▁ 2 0 0 1 , ▁Leg end ary ▁Br ands ▁was ▁released , ▁exam ining ▁the ▁story t elling ▁potential ▁of ▁br ands ▁and ▁imp lications ▁for ▁strateg ic ▁and ▁cre ative ▁development . ▁ ▁Brand ▁Att achment ▁Research ▁In ▁January ▁ 2 0 1 4 , ▁a ▁new ▁quant itative ▁research ▁tool ▁meas uring ▁brand ▁attachment ▁was ▁launched ▁by ▁U TA ▁Brand ▁Studio . ▁Brand ▁Dep end ence ™ ▁is ▁described ▁as ▁a ▁tool ▁to ▁measure ▁the ▁personal ▁connection ▁consum ers ▁have ▁to ▁a ▁brand ▁and ▁the ▁degree ▁to ▁which ▁they ▁see ▁a ▁brand ▁as ▁being ▁part ▁of ▁who ▁they ▁are . ▁Develop ed ▁in ▁an ▁exclusive ▁partners hip ▁with ▁u S amp ▁and ▁U TA ▁Brand ▁Studio , ▁Brand ▁Dep end ence ™ ▁is ▁built ▁upon ▁the ▁pione ering ▁academic ▁research ▁on ▁brand ▁attachment ▁of ▁Deb or ah ▁Mac In nis , ▁Vice ▁Dean ▁and ▁Professor ▁at ▁US C ▁Marshall ▁School ▁of ▁Business ▁and ▁C . ▁Wh an ▁Park ▁Professor ▁of ▁Mark eting ▁at ▁US C ▁Marshall ▁School ▁of ▁Business . ▁ ▁At ▁C ES ▁ 2 0 1 4 , ▁the ▁U TA ▁Brand ▁Studio ▁announced ▁the ▁inaug ural ▁Brand ▁Dep end ence ™ ▁index ▁foc using ▁on ▁technology ▁br ands . ▁Social ▁media ▁br ands ▁were ▁exam ined ▁in ▁the ▁second ▁install ment . ▁ ▁Some ▁of ▁U TA ▁Brand ▁Studio ’ s ▁clients ▁include ▁The ▁Elizabeth ▁Taylor ▁Trust , ▁B are ▁Min