Of the total 66 brands in the US, Tiffany was the only among two to receive a ‘genius’ ranking as per L2 statement, says Rapaport. The only other brand in this category was the Cartier. 

It may be recalled that L2’s index takes into account quality of the website and the e-commerce offering; digital marketing; use of mobiles and tablets; and the deployment of social media to rank the brands. Within each broad area, the assessment then drops down to several sub-categories to rank the 66 brands under review.