More Related Content Similar to brandshare China Results 2014 (20) More from Edelman APACMEA (20) 2. A VALUE EXCHANGE STARTS WITH PEOPLE’S NEEDS
CONSUMER
NEEDS
2
People’s needs have changed
due to an increasingly complex
and interconnected world.
brandshareTM 2014 ©Daniel J. Edelman, Inc .
3. CONSUMER
NEEDS
MATCHED BY WAYS BRANDS CAN FULFILL THESE NEEDS
3
BRAND
BEHAVIORS
Actions brands can take
to fulfill these new
consumer needs.
brandshareTM 2014 ©Daniel J. Edelman, Inc .
4. AND THE DELIVERY OF MUTUAL BENEFIT
BRAND
BEHAVIORS
CONSUMER
NEEDS
4
VALUE
EXCHANGEQuantifiable value exchange
based on shared contribution
and benefit.
brandshareTM 2014 ©Daniel J. Edelman, Inc .
5. PEOPLEGeneral and influencer
consumer populations who
report at least a minimal level
of engagement* with brands
15,000
IN 12 COUNTRIES
AUSTRALIA
BRAZIL
CANADA
CHINA
FRANCE
GERMANY
INDIA
JAPAN
MEXICO
TECH + ELECTRONICS
TELECOMMUNICATIONS
FOOD
SOFT DRINKS +
COFFEE
BEER + SPIRITS
CONSUMER HEALTH
CPG/FMCG
RETAIL
FINANCIAL SERVICES
ENERGY
AUTOMOTIVE
INDUSTRY SECTORS
30 MINUTE DURATION
BRANDS48 multi-national brands,
plus approx. 15 “local”
brands per country
199
ACROSS ELEVEN
THROUGH ONE
ONLINE
SURVEY
5
SECOND ANNUAL BRANDSHARE STUDY
NETHERLANDS
UK
USA
brandshareTM 2014 ©Daniel J. Edelman, Inc .
*To participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the
last 12 months. Brand engaging activities might include things like visiting a brand website, attending a brand sponsored
event, following a brand on Twitter, wearing branded clothing, etc.
CHINA2029 people
Across 27+ metro-regions (controlled,
distributed sample)
About 48 multi-national brands,
and 18 “local” brands
We talked to
6. WE COMPARED CONSUMER NEEDS…
6
I can count on the
brand to deliver
consistent products
or services
1
The brand
delivers what
I need from a
product or
service
2
I want to be
associated with
the brand
The brand is an
essential part of
my life
I respect the
company’s
leaders
I feel good about
this company’s
commitment to its
community
I feel the brand
cares about
more than itself
1
2
3
4
5
I feel good buying
this company’s
products or services
6
7
I believe in the
brand’s purpose8
9
brandshareTM 2014 ©Daniel J. Edelman, Inc .
7. TO WAYS BRANDS COULD FULFILL
THESE NEEDS…
Shares company history
and heritage openly
Openly shares its
vision for the future
Is open about company
performance and holds
leaders accessible
Communicates
transparently about how
its products are sourced
and manufactured
Takes a stand on issues
of importance to
individual consumers
Offers many ways for
consumers to ask questions
and share opinions
Is quick to respond to
people’s concerns and
complaints
Helps people achieve
their personal goals
Invites consumers to
participate in events
and live experiences
Invites consumers to
interact online
Invites consumers to
represent products and
services to their social
networks
7
Acts with a clear mission and
purpose at its core1
2
3
4
5
6
Invites consumer participation in
product development7
8
9
14
13
Uses its resources to drive
change in the world12
11
10
brandshareTM 2014 ©Daniel J. Edelman, Inc .
8. AND EVALUATED HOW THEY COMBINE TO
DELIVER BUSINESS OUTCOMES
8
Purchase
Recommend
Defend
1
2
3
Share Personal Information
Share Brand Content
4
5
brandshareTM 2014 ©Daniel J. Edelman, Inc .
9. WE LEARNED:
The relationship between
brands and consumers is one-
sided
And a new consumer need
state that drives value
But there is value in meeting
emotional needs in new ways
10. THERE`S LITTLE
VALUE IN THE
CURRENT
EXCHANGE
BETWEEN BRANDS
AND PEOPLE
10
brandshareTM 2014 ©Daniel J. Edelman, Inc .
11. PEOPLE CONTRIBUTE. BRANDS BENEFIT.
THERE IS LITTLE VALUE EXCHANGE.
Shared relationshipOne-sided relationship
66% 34%
11
Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information,
stories, etc.) successfully share with you in return, or is it more of a one sided relationship?
Q25: Do you think brands are motivated to share with you because they have a sincere commitment
to their customers, or because they have a self-centered desire to increase profits?
Sincere commitment
to their customers
Brands have self-centered
desire to increase profits
70% 30%
brandshareTM 2014 ©Daniel J. Edelman, Inc .
12. CHINESE CONSUMERS ARE MORE POSITIVE
TOWARDS BRANDS.
One-sided relationship
42%
12
Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information, stories, etc.)
successfully share with you in return, or is it more of a one sided relationship?
Q25: Do you think brands are motivated to share with you because they have a sincere commitment to their
customers, or because they have a self-centered desire to increase profits?
brandshareTM 2014 ©Daniel J. Edelman, Inc .
Shared relationship
58%
Brands have a
self-centered desire
to increase profits
49%
Sincere commitment
to their customers
51%
13. BUT THEY STILL WANT MORE VALUE
FROM BRAND RELATIONSHIPS
Want more meaningful
relationships with brands
84%
24%
Think brands deliver
13
Q9: You will be presented with things that a brand could do to build and maintain a connection with you or
customers like you. For each one tell us if you feel that the brands that you like are currently doing each of
these things too much, just right, or not enough? [% who selected JUST RIGHT or NOT ENOUGH]
Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you
feel apply. [Average % who stated sharing statements applied to [BRAND]}
brandshareTM 2014 ©Daniel J. Edelman, Inc .
14. THE NUMBER 1 BEHAVIOUR IN CHINA IS
ABOUT ONLINE INTERACTION
26%
80%
-54
PEOPLE SAY IT IS IMPORTANT
21%
-20
41%
Invites people to interact with brands online
(i.e. Games, social media)
GAP
GAP
14
brandshareTM 2014 ©Daniel J. Edelman, Inc .
HOW THEY THINK
BRANDS PERFORM
Q5: You will be presented with things that a brand can do to build and maintain a connection with
you or customers like you. Thinking about brands that you like, how important is each of the
following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply
to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing
statements applied to [BRAND]
15. THEY ASK REAL CONVICTION FROM
BRANDS
24%
68%
-44
PEOPLE SAY IT IS IMPORTANT
19%
-54
73%
Takes a stand on issues I care aboutHas a clear mission and purpose at its core
GAP
GAP
15
brandshareTM 2014 ©Daniel J. Edelman, Inc .
HOW THEY THINK
BRANDS PERFORM
Q5: You will be presented with things that a brand can do to build and maintain a connection with
you or customers like you. Thinking about brands that you like, how important is each of the
following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply
to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing
statements applied to [BRAND]
16. MORE INVOLVEMENT AND SUPPORT…
Helps people to achieve their goals
(being a great mom, being healthy etc.)
23%
70%
-47
Communicates openly and transparently
about how products are sourced and made
19%
57%
-38
PEOPLE SAY IT IS IMPORTANT
GAP
GAP
16
brandshareTM 2014 ©Daniel J. Edelman, Inc .
HOW THEY THINK
BRANDS PERFORM
Q5: You will be presented with things that a brand can do to build and maintain a connection with
you or customers like you. Thinking about brands that you like, how important is each of the
following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply
to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing
statements applied to [BRAND]
17. Q5: You will be presented with things that a brand can do to build and maintain a connection with
you or customers like you. Thinking about brands that you like, how important is each of the
following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply
to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing
statements applied to [BRAND]
AND GREATER RESPONSIVENESS…
63%
22%
HOW THEY THINK
BRANDS PERFORM
GAP
-41
PEOPLE SAY IT IS IMPORTANT
66%
23%
- 43
Gives many ways to ask
questions and give opinions
Respond quickly to people’s concerns
and complaints
GAP
17
brandshareTM 2014 ©Daniel J. Edelman, Inc .
18. EVERY GENERATION DEMANDS MORE VALUE
MILLENNIALS GEN X BOOMER
-54 -62Respond quickly to people’s concerns and complaints -70
-49 -53Communicates openly and transparently about how products are sourced and made -57
-39 -42Gives many ways to ask questions and give opinions -41
-34 -37Invites people to be a part of the development and refinement process -38
-38 -38Has a clear mission and purpose at its core -34
-35 -38Uses its resources to drive change in the world -33
-32 -34Lets people know the company’s mission and vision for the future -34
-37 -38Takes a stand on the issues I care about most -33
18
GAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE
brandshareTM 2014 ©Daniel J. Edelman, Inc .
20. EMOTIONAL AND RATIONAL NEEDS ARE MERGING
.25 .3 .35 .4.2.15
RATIONAL EMOTIONAL
20
.3 .25 .2 .15.35.4
ACTS WITH CLEAR MISSION
AND PURPOSE AT ITS CORE
GIVES MANY WAYS
TO ASK QUESTIONS
AND GIVE OPINIONS
QUICKLY RESPONDS
TO PEOPLE’S CONCERNS
AND COMPLAINTS
MOST IMPACT LEAST IMPACT MOST IMPACT
brandshareTM 2014 ©Daniel J. Edelman, Inc .
22. A NEW CONSUMER NEED
STATE HAS EMERGED
THAT DRIVES VALUE
22
brandshareTM 2014 ©Daniel J. Edelman, Inc .
23. I feel good about this company’s commitment to its community
23
I feel the brand cares about things other than itself
I believe in the brand’s purpose
FULFILLING SOCIETAL NEEDS DRIVES
BUSINESS OUTCOMES
brandshareTM 2014 ©Daniel J. Edelman, Inc .
24. Takes a stand on the issues I care
about most
Helps people achieve their
personal goals
Invites people to help represent
products and services to others
Invites people to be a part of the
development and refinement
process for products or services
SOCIETAL NEEDS EXTEND BEYOND
TRADITIONAL DEFINITIONS OF
CORPORATE RESPONSIBILITY
AND SUSTAINABILITY
24
TOP FOUR BRAND BEHAVIORS THAT CORRELATE
TO CONSUMERS’ SOCIETAL NEEDS
brandshareTM 2014 ©Daniel J. Edelman, Inc .
25. MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS
BENEFIT TO BRANDS
PURCHASE+6%
DEFEND+7%
RECOMMEND+10%
SHARE PERSONAL INFO+6%
SHARE BRAND CONTENT+7%
25
RATIONAL
EMOTIONAL
SOCIETAL
brandshareTM 2014 ©Daniel J. Edelman, Inc .
+
+
26. HOW CAN BRANDS IN CHINA FILL
THE GAPS AND CREATE BETTER
VALUE EXCHANGE?
26
brandshareTM 2014 ©Daniel J. Edelman, Inc .
27. LISTEN, LEARN AND ADAPT BASED
ON WHAT PEOPLE TELL YOU ABOUT
THEMSELVES AND YOUR BRAND
PROTECT YOUR BRAND BY
INCORPORATING CUSTOMER SERVICE
INTO YOUR MARKETING STRATEGY
ALWAYS ON &
ALWAYS ADAPTING
OF RESPONDENTS FEEL
THEY SHOULD BE ABLE
TO COMMUNICATE AND
INTERACT WITH BRANDS
QUICKLY, IN REAL-TIME86%
27
brandshareTM 2014 ©Daniel J. Edelman, Inc .
28. STORYTELLING: IT`S
ABOUT THEM.
SUPPORT CONSUMERS IN ACHIEVING THEIR OWN
GOALS
PROMOTE YOUR BRAND BY INVITING
PEOPLE TO ACTIVELY PARTICIPATE IN
WAYS THAT ARE MEANINGFUL TO THEM
28
OF RESPONDENTS THINK IT’S
IMPORTANT TO INVITE PEOPLE
TO BE A PART OF THE
PRODUCT/SERVICE DEVELOPMENT
AND REFINEMENT PROCESS%61
brandshareTM 2014 ©Daniel J. Edelman, Inc .
29. ALIGN MARKETING AND CORPORATE
COMMUNICATIONS EFFORTS TO ENSURE YOUR
STORY IS HEARD AND SHARED
EVOLVE YOUR BRAND TO INCLUDE BOTH
BRAND PROMISE AND BRAND PURPOSE
CONVICTION
& COMMITMENT
OF CONSUMERS BELIEVE
BRANDS MUST HAVE A
CLEAR REASON OR PURPOSE
63%
29
brandshareTM 2014 ©Daniel J. Edelman, Inc .
32. THANK YOU
Copyright ©2014 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and proprietary to Daniel J. Edelman, inc. (“Edelman”).
