brandshare 2014 India Results

1. HOW BRANDS & PEOPLE CREATE
A VALUE EXCHANGE
Presented by Edelman
brandshareTM 2014 © Daniel J. Edelman, Inc .

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.
INDIA2029 people
Across 19 states (controlled,
distributed sample)
About 48 multi-national brands,
and 11 “local” brands
We talked to

6. 6
I can count on the
brand to deliver
consistent products
or services
1
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
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 .
The brand
delivers what
I need from a
product or service
2
I want to be
associated with
the brand
1
2
3
WE COMPARED CONSUMER NEEDS…

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 THERE IS:
Little value for the consumer
in the current value exchange
A new consumer need
state that drives value
Value in meeting emotional
needs in new ways
9
brandshareTM 2014 © Daniel J. Edelman, Inc .

10. 10
brandshareTM 2014 © Daniel J. Edelman, Inc .
LITTLE VALUE FOR
THE CONSUMER
IN THE CURRENT
VALUE EXCHANGE

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. INDIAN CONSUMERS ARE MORE POSITIVE
TOWARDS BRANDS
Shared relationshipOne-sided relationship
43% 57%
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?
Sincere commitment
to their customers
Brands have self-centered
desire to increase profits
44% 56%
brandshareTM 2014 © Daniel J. Edelman, Inc .

13. PEOPLE WANT MORE VALUE FROM
BRAND RELATIONSHIPS
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 .
Want more meaningful
relationships with brands
87%
17%
Think brands deliver
Want more meaningful
relationships with brands
73%
30 %
Think brands deliver

14. 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]
PEOPLE DEMAND GREATER RESPONSIVENESS…
79%
30%
HOW THEY THINK
BRANDS PERFORM
GAP
-49
PEOPLE SAY IT IS IMPORTANT
68%
29%
-39
Gives many ways to ask
questions and give opinions
Respond quickly to people’s concerns
and complaints
GAP
14
brandshareTM 2014 © Daniel J. Edelman, Inc .

15. MORE INVOLVEMENT…
Invites people to be a part of the
development and refinement process
33%
65%
-32
Communicates openly and transparently
about how products are sourced and made
30%
72%
-42
PEOPLE SAY IT IS IMPORTANT
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. AND REAL CONVICTION FROM BRANDS
34%
72%
-38
PEOPLE SAY IT IS IMPORTANT
29%
-36
65%
Uses its resources to drive change
in the world
Has a clear mission and purpose at its core
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. 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
17
GAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE
brandshareTM 2014 © Daniel J. Edelman, Inc .

18. 18
brandshareTM 2014 © Daniel J. Edelman, Inc .
EMOTIONAL AND
RATIONAL NEEDS
ARE MERGING

19. EMOTIONAL AND RATIONAL NEEDS ARE MERGING
.25 .3 .35 .4.2.15
RATIONAL EMOTIONAL
19
.3 .25 .2 .15.35.4
QUICKLY RESPONDS
TO PEOPLE’S CONCERNS
AND COMPLAINTS
ACTS WITH CLEAR MISSION AND
PURPOSE AT ITS CORE
GIVES MANY WAYS
TO ASK QUESTIONS AND
GIVE OPINIONS
MOST IMPACT LEAST IMPACT MOST IMPACT
brandshareTM 2014 © Daniel J. Edelman, Inc .

20. SHARE
BRAND
CONTENT
PURCHASE DEFENDRECOMMEND SHARE
PERSONAL
INFO
WILL NOT
BRAND BEHAVIORS THAT MEET EMOTIONAL
AND RATIONAL NEEDS DELIVER GREATER PURCHASE,
DEFENSE AND RECOMMENDATION
20
EMOTIONAL + RATIONAL
EMOTIONAL
RATIONAL
DEFINITELY WILL
4
5
6
7
8
9
10
3
2
1
+5% +7%
+5%
brandshareTM 2014 © Daniel J. Edelman, Inc .

21. 21
brandshareTM 2014 © Daniel J. Edelman, Inc .
A NEW CONSUMER NEED
STATE HAS EMERGED
THAT DRIVES VALUE

22. I feel good about this company’s
commitment to its community
22
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 .

23. Takes a stand on the
issues I care about most
Acts with a clear mission
and purpose at its core
Invites people to be a part
of the development and
refinement process for
products or services
Uses its resources to drive
change in the world
SOCIETAL NEEDS EXTEND BEYOND
TRADITIONAL DEFINITIONS OF
CORPORATE RESPONSIBILITY
AND SUSTAINABILITY
23
TOP FOUR BRAND BEHAVIORS THAT CORRELATE
TO CONSUMERS’ SOCIETAL NEEDS
brandshareTM 2014 © Daniel J. Edelman, Inc .

24. MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS
BENEFIT TO BRANDS
PURCHASE+9%
DEFEND+7%
RECOMMEND+11%
SHARE PERSONAL INFO+6%
SHARE BRAND CONTENT+6%
24
RATIONAL
EMOTIONAL
SOCIETAL
brandshareTM 2014 © Daniel J. Edelman, Inc .
+
+

25. HOW CAN BRANDS
IN INDIA FILL THE
GAPS AND CREATE
BETTER VALUE
EXCHANGE?
25
brandshareTM 2014 © Daniel J. Edelman, Inc .

26. STORYTELLING &
STORYSHARING
RECOGNIZE THAT PARTICIPATION COMES
IN MANY FORMS
PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY
PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM
26
OF RESPONDENTS THINK IT’S
IMPORTANT TO INVITE PEOPLE
TO BE A PART OF THE
PRODUCT/SERVICE
DEVELOPMENT AND
REFINEMENT PROCESS65%
brandshareTM 2014 © Daniel J. Edelman, Inc .

27. 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
PURPOSE89%
27
brandshareTM 2014 © Daniel J. Edelman, Inc .

28. 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-TIME91%
28
brandshareTM 2014 © Daniel J. Edelman, Inc .

29. 29
CONSUMER
ACTIONS
CONSUMER
NEEDS
RECOMMEND
DEFEND
PURCHASE
BRAND
BEHAVIORS
RATIONAL
EMOTIONAL
MOVING FROM A TRANSACTION-BASED VALUE EQUATION…
brandshareTM 2014 © Daniel J. Edelman, Inc .

30. 30
CONSUMER
ACTIONS
CONSUMER
NEEDS RECOMMEND
DEFEND
PURCHASE
BRAND
BEHAVIORS
RATIONAL
EMOTIONAL
SHARE
PURCHASE
INFO
SHARE
BRAND
CONTENT
SOCIETAL
TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL
brandshareTM 2014 © Daniel J. Edelman, Inc .

31. THANK YOU
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All information contained herein is confidential and proprietary to Daniel J. Edelman, inc. (“Edelman”).