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Earned Brand2016
The Earned Brand
Earned Brand 2016 Global | 2
The Earned Brand’s story is not simply told, it is demonstrated and experienced;
and to do that, brands can’t operate with a style guide alone.
The Earned Brand has a world view and a belief system; a purpose and a
reason for being – one that defines not just the communications, but how the
brand behaves online, offline, and in all contexts.
An expressed set of values informs which products are made, which language is
used, how customers are treated, and ultimately the legacy the brand leaves in
the communities it serves.
How is your
relationship going?
Feeling a little left out?
86%rely on peer sources to
learn about brands
71% rely on peer sources
for buying decisions
58%use/woulduse
ad blockers
Your consumer relationship
“I rely on my peers to reassure me.
Because their experience is my evidence.”
- Earned Brand 2015
Q31 (Top 4 Box “Rely on most,” net of 3 items), Q32 (Net of 5 items), Q33 (Net of 3 items) Earned Brand 2016 Global | 4
Meeting their growing
expectations?
62% will not buy if a brand fails
to meet societal obligations
60%doing good should be
part of a brand’s DNA
Your consumer relationship
55%brands cando more to solve
societal ills than government
Q17 (Top 4 Box “Agree”), Q20 (Net of 3 items) Earned Brand 2016 Global | 5
Private-label
alternatives
New
business
models
Changing
distribution
channels
Earned Brand 2016 Global | 6
Someone trying to
break you up?
Your consumer relationship
The consumer relationshiphas never
been more important to your business
Buy Advocate Defend
We wanted to find out
How strong is
the consumer-brand
relationship?
How does a stronger
relationship lead to
better business
results?
How can brands
strengthen
the relationship?
Earned Brand 2016
Methodology
A Global Survey
Timing
April 7 – April 25, 2016
13 countries
Online survey in Australia,
Brazil, Canada, China, France,
Germany, India, Japan, Mexico,
The Netherlands, Singapore,
U.K., and U.S.
13,000 respondents
1,000 per country, nationally
representative of age, gender,
and region based on most
recent country census data.
Social listening
In China, Germany, India, the U.K.,
and U.S., we listened to consumer
conversations on social media to
assess the impact of 15
recent cause-related brand
campaigns or actions.
Earned Brand 2016 Global | 9
Unless otherwise specified, all data is from the Earned Brand 2016 study. The full text of the questions referenced in the report can be found in the
End Notes at the end of the Global Report. Full explanations of the Brand Relationship Index and other analyses performed, along with detailed
sample and margin of error information, can be found in the Technical Appendix.
18brand categories
Travel
Mobile carriers
Social media
Automobile
Personal care
Beer, wine, and spirits
Luxury goods
Prescription medicines
Credit cards
Utilities
Grocery stores
Retailers
Financial services
Food and beverage
Home energy management
Fashion
OTC medicines
Household products
Edelman
Brand
Relationship
Index
Earned Brand 2016 Global | 10
What is your
favorite brand
– one you already buy –
in this category?
Earned Brand 2016 Global | 11
Edelman
Brand
Relationship
Index
Builds trust
at every
touchpoint
Makes
its
mark Invites
sharing,
inspires
partnership
Embodies
unique
character
Tells a
memorable
story
Listens
openly,
responds
selectively
Acts
with
purpose
How well do you feel
this brand…?
Earned Brand 2016 Global | 12See Appendix for a full explanation of the seven dimensions of the consumer-brand relationship.
Edelman
Brand
Relationship
Index
The Edelman Brand Relationship Index
is the average of the
seven dimensions
Earned Brand 2016 Global | 13
Builds trust
at every
touchpoint
Makes
its
mark
Invites
sharing,
inspires
partnership
Embodies
unique
character
Listens
openly,
responds
selectively
Tells a
memorable
story
Acts
with
purpose
See Appendix for a full explanation of how the Index was built.
0-100
Edelman
Brand
Relationship
Index
The score falls short
of the full potential
Relationship strength
0 10020 40 60 80
Edelman
Brand Relationship Index
Global Average
38
See Appendix for a full explanation of how the Index was built. Earned Brand 2016 Global | 14
The consumer-brand relationship
falls short around the world
39
43
40
32
33
30
32
32
53
34
52
39
Canada
U.S.
Mexico
Brazil
Lowest
The NetherlandsU.K.
France
Germany
32
India
China
Singapore
Japan
Australia
Highest
See Appendix for a full explanation of how the Index was built. Earned Brand 2016 Global | 15
The consumer-brand relationship
falls short across categories
2016 Edelman Brand Relationship Index by category
See Appendix for a full explanation of how the Index was built. Earned Brand 2016 Global | 16
43 43 42 41 40 40 39 39 39
39 38 38 37 36 35 34 33 33
Earned Brand 2016 Global | 17
falls short across demographics
The consumer-brand relationship
2016 Edelman Brand Relationship Index
Generation Gender
See Appendix for a full explanation of how the Index was built.
40 3638 44 39 32 28
They’re willing to go
further with you
Earned Brand 2016 Global | 19
The fiverelationship stages
At five points, the data shows meaningful shifts in
consumer attitudes and behaviors toward brands
Strength of relationship with the
favorite brand they buy in a category
I may buy/use your
product, but I don’t
really put much
thought into it.
I know a little
about you, beyond
your product
I am making an
educated choice.
Given a choice,
I would pick your
brand. I appreciate
what you stand for.
We share common
values and see
the world in a
similar way.
We do things
together and for
each other.
We share a past
and a future.
See Appendix for a full explanation of how the five relationship stages were created.
So far they’re involved, but
commitment is the last mile
38Strength of relationship with the
favorite brand they buy in a category
Edelman
Brand Relationship Index
Global Average
See Appendix for a full explanation of how the Index was built. Earned Brand 2016 Global | 20
Commitmentwithin reach–
for all brand categories
Percent of relationships in category that are committed
Committed
17%
14%
13% 13% 13% 13%
12% 12% 12% 12% 12%
10% 10% 10% 10%
8%
Automobile
Social
media
Mobile
carriers
Financial
services
13%
Fashion Grocery
stores
Credit
cards
Travel Personal
care
Retailers Food
and
beverage
12%
Luxury
goods
Beer,
wine, and
spirits
Utilities Prescription
medicines
Home
energy
management
Household
products
OTC
medicines
“Committed” is the last stage on the Earned Brand Relationship Index.
See Appendix for a full explanation of how the five relationship stages were built.
Earned Brand 2016 Global | 21
Stay Loyal
When I buy products in this category,
it has to be this brand
I am happy to share my
personal data with this brand
I will stick with this brand
even if a competitor is:
• getting better reviews
• more innovative
• greener
• treats workers better
Earned Brand 2016 Global | 22
Strongrelationships drive
and protect your bottom line
Buy First
I am one of the first to try
the brand’s new products
I am happy to pay more for this
brand’s products and services
Q14, ways in which consumers can support a brand.
0
80
60
40
20
Q14 (Top 4 Box, “Describes me”.) Average of items associated with buying first and staying loyal
by relationship level. See Appendix for a full explanation for how the five relationship stages were built.
Earned Brand 2016 Global | 23
Clear majority of buyers
will buy first
and stay loyal The untapped opportunity
Percent of buyers who will
buy first and stay loyal
Interested Involved Invested CommittedIndifferent
Earned Brand 2016 Global | 24
Defend
I defend this brand if I ever
hear someone criticize it
I will stick with this brand even
if something goes wrong
Strongrelationships mean
your customers will go to work for you
Advocate
I always recommend this
brand if someone asks
I advocate for this brand even
when I am not asked
I like/rate what the brand
is saying on social media
I participate in creating
the brand’s content
Q14, ways in which consumers can support a brand.
0
80
60
40
20
Q14 (Top 4 Box, “Describes me”.) Average of items associated with advocating and defending
by relationship level. See Appendix for a full explanation for how the five relationship stages were built.
Earned Brand 2016 Global | 25
The untapped opportunity
Clear majority of buyers
will advocate for and
defend your brand
Percent of buyers who will
advocate for and defend
Interested Involved Invested CommittedIndifferent
Interested Involved Invested CommittedIndifferent
The 4 behaviors
that increase the
most from
Involved
toCommitted
I participate in creating
the brand’s content
Owned
+48pts
+38pts
+35pts
+35pts
I like/rate whatthe brand
is saying on social media
I am happyto share
personal data withthis brand
I am one of the first to try the new
products/services of this brand
whenthey come out
Q14 (Top 4 Box, “Describes me”.) Behaviors that had the greatest percentage point increase from the Involved to the
Committed relationship levels. See Appendix for a full explanation of how the five relationship stages were built.
Earned Brand 2016 Global | 26
Percentage point change
You can’t buy
commitment
Television
62%
80% regularly use traditional
media sources for
information about brands
Earned Brand 2016 Global | 28
Learning about brands:
earned media matters
Percent who use each media type regularly
Q30 (Regular Usage), (Traditional media callout is a net of 5 items)
Search
engines
Social media
sites
News
articles
Shopping/retail
websites not
owned by brand
49%
The brand’s
website
56%78% 57%
51%
Magazines
37%
Blogs
33%
The radio
37%
Interested Involved Invested CommittedIndifferent
Advertising buys Interest
43% Advertising is
primary point
of engagement
35%
34%
Paid
Peer
Owned
Percent who have
used each type of
media to engage with
their favorite brand in
the last 90 days
Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level.
See Appendix for a full explanation for how the 5 relationship stages were built.
Earned Brand 2016 Global | 29
Interested Involved Invested CommittedIndifferent
Involved consumers
engage across all channels
43%
35%
34%
Paid
Peer
Owned
Percent who have
used each type of
media to engage with
their favorite brand in
the last 90 days
57%
Peer conversations
nearly as important
as paid54%
52%
Paid
Peer
Owned
Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level.
See Appendix for a full explanation for how the 5 relationship stages were built.
Earned Brand 2016 Global | 30
63%
66%
64%
Paid
Peer
Owned
Paid
65%
Talking about
and with the
brand matters
far more than
advertising
73%
72%
Peer
Owned
57%
54%
52%
Paid
Peer
Owned
43%
35%
34%
Paid
Peer
Owned
CommittedInterested Involved Invested
Percent who have
used each type of
media to engage with
their favorite brand in
the last 90 days
Conversations are the foundations
of a committedrelationship
Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level.
See Appendix for a full explanation for how the 5 relationship stages were built.
Earned Brand 2016 Global | 31
57%
54%
52%
Paid
Peer
Owned
From Involved to Committed,
usage of peer and owned grow twice as fast
43%
35%
34%
Percent who have
used each type of
media to engage with
their favorite brand in
the last 90 days
Paid
Peer
Owned
Interested Involved Invested CommittedIndifferent
65%
72%
73%
Paid
Peer
Owned
+8
+18
+21
Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level.
See Appendix for a full explanation for how the 5 relationship stages were built.
Earned Brand 2016 Global | 32
62%
Earned Brand 2016 Global | 33
Consumers value different sources for
different reasons
How respondents describe different sources of information about brands and products
Q28 (Definitions for Earned, Paid, Peer and Owned can be found in the end notes)
Earned Paid Peer Owned
Most likely to get my
attention Most entertaining
Most emotionally
compelling Most accessible
Most informative &
reassuring
Most truthful &
trusted
Most used for new
product introduction
Most likely to get me to
purchase a new brand
or change my opinion
Earning
commitment
A better
customer
experience is
not enough
Owned
Incremental increase in importance of a
brand’s actions, comparing a
Committed to an Involved relationship
Q13 (Top 4 Box, “Describes me”.) Behaviors that had the greatest percentage point increase from the Involved to the
Committed relationship levels. See Appendix for a full explanation of how the five relationship stages were built.
Earned Brand 2016 Global | 35
Makes decisions with customers’ best interests in mind
I can always find it on my favorite shopping websites
Makes my life significantly better
More reasonable prices than its competitors
More creative products than its competitors
I can always find it at my favorite stores
Doing business with it is so convenient & easy
More innovative products than its competitors
I can always trust what it says and does
The quality of its products is far better
Lowest incremental impact
bottom 10 of 35 attributes
From Involved to Committed
Smallest
Increase
Indifferent Interested Involved Invested Committed
Deepening the
bond requires
shared values
and action
Owned
Incremental increase in importance of a
brand’s actions, comparing a
Committed to an Involved relationship
Q13 (Top 4 Box, “Describes me”.) Behaviors that had the greatest percentage point increase from the Involved to the
Committed relationship levels. See Appendix for a full explanation of how the five relationship stages were built.
Earned Brand 2016 Global | 36
Part of my social media landscape
Enhances the bonds I have with my friends
Maintains ongoing conversation with me
Invites me to play part in its innovation process
Significant source of enjoyment in my life
There for me at a tough time in my life
Helps me express myself
It provides a connection platform
I get a lot of respect for owning & using it
It seems to really understand me
Highest incremental impact
Top 10 of 35 attributes
From Involved to Committed
Largest
Increase
Indifferent Interested Involved Invested Committed
Brands falling short
on purpose and
engagement
Relationship dimensions
The average strength of each dimension
of the brand relationship
44
Embodies
unique
character
38
Makes
its
mark
33
Acts with
purpose
39
Invites sharing,
inspires
partnership
34
Tells a
memorable
story
4235
Listens openly,
responds
selectively
38
Lowest marks
See Appendix for a full explanation of how the Index was built and of the
seven dimensions of the consumer-brand relationship.
Earned Brand 2016 Global | 37
Builds trust
at every
touchpoint
42
Top brand actions that improve the score for
acts with purpose
Relationship drivers
Have a
heritage I
can admire
Be there for me
at really tough
times in my life
Be a force for
good and help
make the world
a better place
Be an
interesting part
of my social media
conversations
r = .49
Modeling Q7 “acts with purpose” relationship dimension responses using Q13 “what makes a brand special” items. Within the social
sciences, an r= .30 is considered to be a moderate effect size and an r=.50 is considered to be a large effect size. Working in combination,
these drivers are even stronger and more significant predictors of higher “acts with purpose” dimension scores than they are alone. See
Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis.
Earned Brand 2016 Global | 38
Invite me in
and allow me
to play a part
r = .49
r = .47
r = .47
r = .46
r= correlation coefficient.
Be an interesting part
of my social media
conversations
r = .46
Be there
for me at really
tough times
in my life
r = .42
Invite me
in and allow me
to play a part
r = .45
Invite and facilitate
an ongoing
conversation
with me
r = .48
Earned Brand 2016 Global | 39
Relationship drivers
Top brand actions that improve the score for
listens openly, responds
selectively
Modeling Q11 “listens openly, responds selectively” relationship dimension responses using Q13 “what makes a brand special” items. Within the
social sciences, an r= .30 is considered to be a moderate effect size and an r=.50 is considered to be a large effect size. Working in combination,
these drivers are even stronger and more significant predictors of higher “listens openly, responds selectively” dimension scores than they are
alone. See Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis.
Offer highly
personalized and
responsive
customer service
r = .41
r= correlation coefficient.
Invite and facilitate
an ongoing
conversation
with me
r = .49
Earned Brand 2016 Global | 40
People admire
and respect
me when I use
your brand
r = .49
Have a
heritage
I can admire
r = .53
Be there
for me at really
tough times in
my life
r = .48
Relationship drivers
Top brand actions that improve the score for
tells a memorable story
Modeling Q9 “tells a memorable story” relationship dimension responses using Q13 “what makes a brand special” items. Within the social
sciences, an r= .30 is considered to be a moderate effect size and an r=.50 is considered to be a large effect size. Working in combination, these
drivers are even stronger and more significant predictors of higher “tells a memorable story” dimension scores than they are alone. See Appendix
for a full explanation of how the relationship dimensions were scored and a description of the regression analysis.
Be an interesting
part of my
social media
conversations
r = .48
r= correlation coefficient.
Earned Brand 2016 Global | 39
When brands get it right
Social listening analysis capturing
consumer responses to various brand campaigns
Actively engage
around shared values
Strengthen
buying behaviors
Build deeper
relationships
I will undoubtedly #OptOutside for
#BlackFriday. I love you @REI.
—@anonymous, Twitter
‘DIRT IS GOOD’
Su-bloody-perb! And I feel
good about Persil without
feeling manipulated.
—Neil French, YouTube
“ “
Source: Social listening verbatims.
Thank you PayPal for standing
up against ignorance and
discrimination. I have been a PayPal
customer for more than 15 years
and I will continue to use and
recommend PayPal.
—@anonymous, Facebook
“
Earned
Brand
Enables
shared action
Committed
Consumer
Buys first, stays
loyal, advocates,
defends
CONSUMER
Purchase
BRAND
Engagement
Earned Brand 2016 Global | 42
Committed
consumers and
the Earned Brand
As brands expand their engagement to include shared
action, consumers become more committed
and go to work for the brand.
Committed consumers influence their peers
to also take action with and for the brand,
expanding the brand’s reach and penetration.
Their peer advocacy, loyalty and buying commitment
protect the brand against disruption, and give it a license
to disrupt.
This deeper, more active consumer relationship
is the hallmark of the Earned Brand.
End Notes
Q7. Acts with purpose dimension - The statements below are
numbered from 0-5. Please indicate the highest-numbered statement
about this brand that is true for you. So, for example, if statement #3
is true for you, but not statements #4 or #5, you should mark
statement #3. Dimension is the average of the following responses: “I
am unaware if this brand supports any causes or has any social
purpose beyond making good products/services,” “Beyond offering a
good product or service, this brand also contributes to the greater
good in some way, either in how the product/service is made or
delivered, or by actively supporting social causes,” “I believe that the
brand’s greater purpose or the social causes that it supports are
important and worthwhile,” “This brand’s cause or social purpose is
something that I share and also support,” “Supporting this brand is
one way I actively support a cause I believe in,” “Because of activities
and opportunities sponsored or facilitated by this brand, I have
become even more actively engaged in the cause or social purpose
that this brand supports.”
Q9. Tells a memorable story dimension - The statements below are
numbered from 0-5. Please indicate the highest-numbered statement
about this brand that is true for you. So, for example, if statement #3
is true for you, but not statements #4 or #5, you should mark
statement #3. Dimension is the average of the following responses, “I
do not have any idea of what this brand stands for or about its
heritage,” “This brand has a story about what it stands for and its
heritage,” “I admire what the brand stands for and its heritage,” “I can
identify with the brand’s story and heritage,” “I am part of the brand’s
story. I was there at, or can relate to, key points in its history, or it has
played a meaningful role in key parts of my life,” “The brand’s story –
what it stands for and where it comes from overlaps with mine. We
share a heritage, a future and a set of values.”
Q11. Listens openly dimension - The statements below are numbered
from 0-5. Please indicate the highest-numbered statement about this
brand that is true for you. So, for example, if statement #3 is true for
you, but not statements #4 or #5, you should mark statement #3.
Dimension is the average of the following responses, “I would not
know how to go about reaching out to or interacting with this brand if I
wanted to,” “If I had something to say, I know that I could get a
message to the people behind this brand,” “This brand often gives me
opportunities to engage with it or to give it feedback and input,” “I
have communicated with this brand by sending it a message in some
way, or by submitting a complaint, suggestion or compliment,” “This
brand has responded to my communications in a meaningful way. I
feel like we have had significant interactions,” “I have ongoing
conversations and interactions with this brand. It is part of my social
circle.”
Earned Brand 2016 END NOTES | 43
End Notes
Q13. Still thinking of your favorite brand in this category, what is it
about this brand that makes it special to you? Using a nine-point scale
that goes from not at all important to extremely important, please
indicate how important each of the following was in building the
special relationship you have with this brand? “The quality of its
products and services are far better than its competitors,” “Its prices
are much more reasonable than its competitors,” “Using its products
and services makes my life significantly better,” “Every part of doing
business with it is so convenient and easy," “The products and
services are far more innovative than its competitors," “The products
and services are far more creative than its competitors," “The
customer service it offers is highly personalized and responsive to my
needs," “I greatly admire the charisma and personality of the person
who runs or founded the company," “I admire how it is shaking things
up and disrupting business as usual," “It is a significant source of
humor, entertainment and enjoyment in my life," “It is a significant
source of useful information and life help," “It represents, and is part
of, a lifestyle that I aspire to," “It has raised my self-esteem and
helped me feel better about myself," “I get a lot of respect and
admiration for owning and using this brand," “I admire its heritage. I
respect how it overcame challenges to achieve success," “It was
there for me at a really tough time in my life," “It helps me express to
the world something important about myself," “It seems to really
understand me as a person and what is important to me in life and not
just when it comes to the products it makes," “It seems to really care
about me as a person. It makes me feel special," “It invites me in. It
allows me to play a part in its innovation, creative or product testing
processes," “It maintains an ongoing conversation with me. It invites
and facilitates our interactions," “It enhances the bonds I have with my
friends. It is a point of mutual connection among us," “It provides a
platform or venue through which I can reach out to and connect with a
community of people," “It is a part of my social media landscape. It is
where I am and an interesting part of the conversations I am having,"
“I can always trust what it says and does," “I know that it always
makes its business decisions with the best interests of its customers
in mind," “The values and morals it stands for match my own," “It is a
force for good in the world. It is helping to make the world a better
place," “Cares about the impact of its products /services and how it
does business on me and my family," “Cares about the impact of its
products /services and how it does business in my community," “This
brand encourages me and others to review its products and services,"
“Buying the brand guarantees me that I will always have the most up-
to-date features or technology," “It allows me to customize or
personalize its products and services so they are exactly the way I
want them," “I can always find its products on my favorite shopping
websites," and “I can always find its products at my favorite stores.”
Earned Brand 2016 END NOTES | 44
End Notes
Q14. Continuing to think about your favorite brand, and in particular,
what your relationship with that brand looks like, how well do each of
the following describe how you relate to and feel about that brand?
(Top 4 Box, Describes Me)
“Buy first and Stay loyal” is the average of, “I am one of the first to try
the new products/services of this brand when they come out," “I am
happy to pay more for this brand’s products/ services," “When I
buy/use products/services in this category, it has to be this brand," “I
will continue to buy this product even if a competitive brand is getting
better reviews," “I will continue to buy this brand even if a competing
brand comes along that is more innovative or technologically
advanced," “I will continue to buy this brand even if a competitive
brand starts using more environmentally friendly business and
production processes," “I will continue to buy this brand even if a
competitive brand started treating its workers better by giving them
higher wages and better benefits," and “I am happy to share my
personal data with this brand.”
“Advocate and Defend” is the average of, “I always recommend this
brand if someone asks," “I advocate for this brand even when I am not
directly asked for advice," “I like/rate what the brand is saying in social
media," “I participate in the creation of the brand’s media content," “I
defend this brand if I ever hear someone criticizing it," and “I will
continue to buy/use this brand even if something goes wrong with its
latest products/services.”
Q15. Continuing to think about your favorite brand, which of the
following have you done in the past 90 days? Please select all that
apply.
Paid is a net of “Saw an ad for the brand online," “Saw an ad for the
brand on TV," “Saw an ad for the brand on my phone," and “Saw an
ad for the brand on social media.”
Peer is a net of “Liked or recommended it online on social media,"
“Shared content (or a link to the content) about the brand with others,"
“Posted a positive review of the brand or its products," “I saw content
about the brand on social media," “Talked to friends and family about
the brand," “Read reviews about the brand," and “Saw something
about it on a social media site.”
Owned is a net of “Visited its web site," “Followed it on social media,"
“Attended an event or participated in a promotion that it sponsored,"
“Read the brand’s newsletter or blog," “Watched a video posted by the
brand," and “Saw sponsored content for the brand.”
Earned Brand 2016 END NOTES | 45
End Notes
Q17. Please indicate how much you agree or disagree with the
following statements. (Top 4 Box, Agree) “In many cases, brands can
do more to solve social ills than governments” and “Making the world
a better place should be part of a brand’s day-to-day business
activities and DNA, and not just something it does on the side or
allocates to a small team within the company.”
Q20. And if a brand did not fulfil the obligations listed below, would
that stop you from buying that particular brand? (Net of yes for
“address problems faced by its customers, such as discrimination or
other social justice or economic issues," “Address problems faced by
the communities in which the brand operates or has offices, such as
poverty, lack of safe community spaces, under-funded arts programs
or under-performing schools," and “Addressing problems that are
important and affect society at large, but are not directly related to the
brand’s business or business practices”).
Q28 There are different sources of information about brands and
products. For each of the following statements, please select the one
information source that it describes best. This is the information
source about brands and products that …(Earned=News or articles
posted, published or broadcast by third parties; Paid=Brands or
companies talking about themselves in advertising or other
promotions; Peer=Friends/Family/Like-minded strangers;
Owned=Brands or companies talking about themselves on their web
sites, blogs or social media)
week, or Daily); “Traditional Media” call out is a net of, “Television,”
“News articles,” “Magazines,” “The radio,” and “Blogs.”
Q31. When you want information about a brand's products or
services, what sources of information do you use? (Net of
“Customers of the brand," “People like yourself," and “Your friends
and family.”) (Top 4 Box, Source Rely on Most).
Q32. Thinking about the conversations you have online and offline
with friends and other people like you about brands, products and
services you purchase, what impact do they have on you? Please
select all that apply. (Net of “They help me decide which option is the
best," “They give me confidence that I am making the right choices,"
“They encourage to actually go and make the purchase once I have
made a product choice," “They help me find the best price on the
product I want," and “They help me figure out where to buy the brand
or product”).
Q33. Ad blockers are programs that remove different kinds of
advertising from a Web user's experience online. Do you currently
use any ad blockers? (Net of “Never heard of it before today but I am
curious to know more and would consider using Ad blockers in the
future," “Heard of Ad blockers and would consider using in the future,"
and “I am currently using Ad blockers.”)
Earned Brand 2016 END NOTES | 46
EarnedBrand2016
TechnicalAppendix
1. Methodology
2. The sample
3. How was the Edelman Brand Relationship Index built?
• How did consumers evaluate the seven dimensions of the relationship?
• How were the five levels of brand-consumer relationship determined?
• How reliable is the Edelman Brand Relationship Index?
• How did we identify the drivers that predict higher scores on each dimension?
4. About the research team
Earned Brand 2016
Methodology
A Global Survey
Timing
April 7 – April 25, 2016
13 countries
Online survey in Australia,
Brazil, Canada, China, France,
Germany, India, Japan, Mexico,
The Netherlands, Singapore,
the U.K., and U.S.
13,000 respondents
1,000 per country, nationally
representative of age, gender,
and region based on most
recent country census data.
Earned Brand 2016 TECHNICAL APPENDIX | 48
Social listening
In China, Germany, India, the U.K.,
and U.S., we listened to consumer
conversations on social media to
assess the impact of 15
recent cause-related brand
campaigns or actions.
Earned Brand 2016
The sample
Country
Internet
Penetration
Sample Size Languages Quota Parameters
Australia 85% 1000 English Gender, Age & Region
Brazil 66% 1000 Portuguese Gender, Age & Region
Canada 88% 1000 English & Localized French Gender, Age & Region
China 52% 1000 Simplified Chinese (Mandarin) Gender, Age & Region
France 86% 1000 French Gender, Age & Region
Germany 88% 1000 German Gender, Age & Region
India 35% 1000 English Gender, Age & Region
Japan 91% 1000 Japanese Gender, Age & Region
Mexico 45% 1000 Localized Spanish Gender, Age & Region
Netherlands 94% 1000 Dutch Gender, Age & Region
Singapore 82% 1000 English & Simplified Chinese Gender, Age & Region
U.K. 93% 1000 English Gender, Age, Region & Ethnicity
U.S. 88% 1000 English Gender, Age, Region & Ethnicity
Earned Brand is an online survey. In developed countries, a nationally representative online sample closely mirrors the
general population. In countries with lower levels of Internet penetration, a nationally representative online sample will be
more affluent, educated, and urban than the general population.
Earned Brand 2016 TECHNICAL APPENDIX | 49
13-country global data margin of error: +/-0.9% (N=13,000), global index scores +/- 0.4 points (N=13,000). Country-specific data
margin of error: +/- 3.1% ( N=1,000), country index scores +/- 1.6 points (N = 1,000). Category specific data margin of error: +/-
2.7% (N=1,286-1,546), category index scores +/- 1.5 points (N=1,286-1,546), Millennial specific data margin of error: +/- 1.6%
(N=4,050), millennial index scores +/- 0.8 points (N=4,050).
How was the Edelman Brand Relationship Index built?
1.Each respondent rated their favorite brand within three categories given
to them at random from among the 18 categories examined in this research.
The only stipulation placed on their brand choice was that the brand had to be
one they currently own, use or make purchases from it.
Earned Brand 2016 TECHNICAL APPENDIX | 50
Automobile
Beer, wine, and spirits
Credit cards
Fashion
Financial services
Food and beverage
Grocery stores
Home energy management
Household products
Luxury goods
Mobile carriers
OTC medicines
Personal care
Prescription medicines
Retailers
Social media
Travel
Utilities
Product categories included in the study
What is your
favorite brand in
this category that
you currently buy
or use?
1
Embodies
unique
character
2
Makes
its
mark
7
Acts with
purpose
3
Tells a
memorable
story
6
Builds trust at
every touchpoint
4
Listens openly,
responds
selectively
5
Invites sharing,
inspires
partnership
2.Respondents gave each of the brands seven ratings, from zero to
five, depending on how deeply involved they were with the brand
along each of the seven relationship dimensions.
How strong is
your relationship with
that brand within
each of these seven
dimensions?
Earned Brand 2016 TECHNICAL APPENDIX |
51
How was the Edelman
Brand Relationship Index built?
Indifferent Interested Involved Invested Committed
Embodies
unique
character
Not much different from its
competitors
Different from many other
products/services in the category
Offers unique products/services Bigger than the products/services it
delivers--has its own unique
personality
Embodies an idea or value or
lifestyle I can relate to; helps me
express something
Makes its
mark
I buy this brand out of habit. I have
no real attachment to or affection
for it
I go out of my way to buy this
brand, even if it is not the cheapest
or most convenient
The only brand I will buy. If it is not
available, I will do without until I
can find it again
My relationship with this brand
goes beyond liking it as a product
or service
A positive force in my life. This
brand represents a lifestyle or way
of life that defines me.
Tells a
memorable
story
I do not have any idea of what this
brand stands for or about its
heritage
This brand has a story about what
it stands for and its heritage
I admire what the brand stands for
and its heritage
I can identify with the brand’s story
and heritage
I am part of the brand’s story; we
share a heritage, a future, a set of
values
Listens
openly,
responds
selectively
I would not know how to go about
reaching out to or interacting with
this brand
If I had something to say, I know I
could get a message to the people
behind this brand
This brand often gives me
opportunities to engage with it or to
give it feedback and input
I have communicated with this
brand in some way
I have ongoing interactions with
this brand. It is part of my social
circle
Invites
sharing,
inspires
partnership
Unware of what this brand is doing
or saying
I remember seeing some
advertising/promotions, and
sometimes see things about it in
the news or online
I notice and pay attention to what
this brand is saying and doing
when I see its ads, other content,
or news about the brand
I am likely to forward, share or
repost news/online content about
this brand, or share information
about my experiences with it
Has become part of my social life. I
am likely to participate in
promotions, engage with its
content online, attend its events
Builds trust at
every
touchpoint
I do not really trust this brand I trust this brand to make good
products/services at a fair price
I trust that this brand makes
business decisions with interests of
its customers top of mind
Makes all of its business decisions
with the best interests of the
broader society top of mind
I would stick by and defend this
brand even if I was disappointed, I
have faith it will correct mistakes
Acts with
purpose
Unaware if it supports any causes
or has any social purpose beyond
making good products/services
Contributes to the greater good in
some way, in how the
product/service is made delivered,
or by actively supporting social
causes
The brand’s greater purpose or the
social causes that it supports are
important and worthwhile
This brand’s cause or social
purpose is something that I share
and also support
Supporting this brand is one way I
support a cause I believe in;
because of this brand I have
become even more actively
engaged in the cause
Building the Index
The 7 relationship dimensions
Earned Brand 2016 TECHNICAL APPENDIX | 52
How was the Edelman Brand Relationship Index
score built?
3.The Brand Relationship Index was calculated by taking the average of the seven
dimension scores and multiplying by twenty to convert the index to a 100 point scale.
The 2016 Global Brand Relationship score of 38 represents the average
Brand Relationship Index across the 39,000 (13,000 X 3) consumer-brand
relationships analyzed.
0 - 100
((Average of seven
dimension scores) x 20)
The 2016 Edelman
Brand Relationship Index
Earned Brand 2016 TECHNICAL APPENDIX | 53
Building the Index
How did we define the relationship levels?
• A Brand Relationship Index score can vary from zero to 100. In working with the scale, we identified five
unique relationship levels. The cut-points that define each level are displayed below.
• These relationship levels were empirically determined based on two criteria. The first was a
correspondence between relationship level as determined by the Brand Relationship Index and
respondents’ self-described level of attachment to a given brand. The second was how distinct the levels
were when profiled against key marketplace behaviors of general interest to brands.
• The resulting relationship levels and cut-points represent an optimized result that captures both
respondents’ explicitly stated level of relationship with a brand and their implicit level of relationship as
defined by their willingness to buy that brand first as well as to advocate for and defend it.
Strength of relationship with the
favorite brand they buy in a category
Earned Brand 2016 TECHNICAL APPENDIX | 54
Building the Index
How reliable is the
Edelman Brand Relationship Index?
Earned Brand 2016 TECHNICAL APPENDIX | 55
Alpha Reliability analyses were performed globally and within each of the 13
countries. Results indicated that the scale was reliable in every market and that all
seven dimensions tap into different aspects of the same underlying construct – the
strength of the bond between a brand and a consumer.
Note: Alpha levels above .6 are considered to indicate good internal reliability.
Country Alpha Reliability
Global Average .91
Australia .91
Brazil .90
Canada .91
China .91
France .92
Germany .91
India .90
Japan .87
Mexico .90
Netherlands .89
Singapore .90
U.K. .91
U.S. .92
How did we identify the drivers
that predict higher scores on each dimension?
Within this report, we highlight the top five most powerful and statistically significant drivers of each relationship dimension. A
consumer’s relationship with a brand overall and within each of the seven dimensions is fluid. It can evolve over time. Often, the
deepening of one’s relationship with a brand is associated with the emerging appreciation of certain brand characteristics that foster
and support a consumer’s greater investment in that brand. By highlighting, building and deepening their commitment to these
characteristics, brands have the power to move people along the relationship continuum.
In order to identify the brand attributes that are the most powerful predictors of higher relationship scores, we performed a series of
stepwise multiple regressions focused on those things that consumers said made their favorite brand in a category special to them.
The resulting models revealed which of those special relationship builders were the most strongly related to how respondents
characterized their relationship with that brand along each of the seven relationship dimensions. The top five drivers shown in this
report are ranked based on their beta values.
List of 35 attributes
that potentially make
a brand special to
its customers
Step 1: Pick a characteristic and put it into a prediction model.
Does this characteristic make the model stronger?
If yes, then keep it in. If not, then remove it from the model.
Step 2: Repeat step one.
Step 3: Continue this process until all 35 characteristics have been tested.
Earned Brand 2016 TECHNICAL APPENDIX | 56
The results:
The top drivers that
predict an improve-
ment in each
dimension score
Understanding stepwise multiple regressions
Edelman Intelligence is a world class research and analytics consultancy. It works to understand the mechanics of human attitudes
and behavior, organize and analyze content and conversations, and uncover connections and patterns in complex data sets.
The team is made up of experts from different backgrounds with different skillsets. This allows Edelman Intelligence to approach
challenges in a unique way – taking different perspectives to find the best solutions to help drive growth for its clients.
The research team
Edelman Intelligence
Antoine Harary
Antoine is the global MD of Edelman
Intelligence. With his team of over 150 intelligence
experts, he manages international research and
consulting projects across more than 50 countries.
Over the last four years his work has been
recognized by two major awards from the
Communications Industry: the 2011 EMEA Sabre
Award for best public affairs campaign and the
2012 European Excellence award for PR
measurement.
Before joining Edelman, Antoine worked in the
automotive industry (PSA PEUGEOT CITROEN)
as a senior research manager. Antoine holds two
Masters Degrees: International PR from
CELSA/Sorbonne and Political Sciences from
Sciences Po Aix.
Cécile Nathan-Tilloy
Cécile is the MD of Edelman Intelligence
London. As the primary research lead for Europe,
she oversees research & analytics for Edelman’s
top 18 global clients.
Cécile started her career in advertising at TBWA
and BETC before joining Millward Brown and Truth
Consulting. After completing Master degrees in
Sociology & Anthropology at Sorbonne University
and in Political Sciences at Sciences Po Paris,
Cecile graduated from HEC Business School in
Intelligence Marketing.
David M. Bersoff, Ph.D.
David is in charge of Edelman’s global
thought leadership research.
Before joining Edelman Intelligence, Dr. Bersoff
served as The Futures Company’s Chief Insights
Officer. In that role, he drove the research, data
analysis, IP creation and product development
strategy for all of their syndicated consumer
insights offers, including the Yankelovich
MONITOR.
David holds a Ph.D. in social and cross-cultural
psychology from Yale University.
Earned Brand 2016 TECHNICAL APPENDIX | 57

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Earned Brand 2016 - Global Results

  • 2. The Earned Brand Earned Brand 2016 Global | 2 The Earned Brand’s story is not simply told, it is demonstrated and experienced; and to do that, brands can’t operate with a style guide alone. The Earned Brand has a world view and a belief system; a purpose and a reason for being – one that defines not just the communications, but how the brand behaves online, offline, and in all contexts. An expressed set of values informs which products are made, which language is used, how customers are treated, and ultimately the legacy the brand leaves in the communities it serves.
  • 4. Feeling a little left out? 86%rely on peer sources to learn about brands 71% rely on peer sources for buying decisions 58%use/woulduse ad blockers Your consumer relationship “I rely on my peers to reassure me. Because their experience is my evidence.” - Earned Brand 2015 Q31 (Top 4 Box “Rely on most,” net of 3 items), Q32 (Net of 5 items), Q33 (Net of 3 items) Earned Brand 2016 Global | 4
  • 5. Meeting their growing expectations? 62% will not buy if a brand fails to meet societal obligations 60%doing good should be part of a brand’s DNA Your consumer relationship 55%brands cando more to solve societal ills than government Q17 (Top 4 Box “Agree”), Q20 (Net of 3 items) Earned Brand 2016 Global | 5
  • 6. Private-label alternatives New business models Changing distribution channels Earned Brand 2016 Global | 6 Someone trying to break you up? Your consumer relationship
  • 7. The consumer relationshiphas never been more important to your business Buy Advocate Defend
  • 8. We wanted to find out How strong is the consumer-brand relationship? How does a stronger relationship lead to better business results? How can brands strengthen the relationship?
  • 9. Earned Brand 2016 Methodology A Global Survey Timing April 7 – April 25, 2016 13 countries Online survey in Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, The Netherlands, Singapore, U.K., and U.S. 13,000 respondents 1,000 per country, nationally representative of age, gender, and region based on most recent country census data. Social listening In China, Germany, India, the U.K., and U.S., we listened to consumer conversations on social media to assess the impact of 15 recent cause-related brand campaigns or actions. Earned Brand 2016 Global | 9 Unless otherwise specified, all data is from the Earned Brand 2016 study. The full text of the questions referenced in the report can be found in the End Notes at the end of the Global Report. Full explanations of the Brand Relationship Index and other analyses performed, along with detailed sample and margin of error information, can be found in the Technical Appendix.
  • 10. 18brand categories Travel Mobile carriers Social media Automobile Personal care Beer, wine, and spirits Luxury goods Prescription medicines Credit cards Utilities Grocery stores Retailers Financial services Food and beverage Home energy management Fashion OTC medicines Household products Edelman Brand Relationship Index Earned Brand 2016 Global | 10
  • 11. What is your favorite brand – one you already buy – in this category? Earned Brand 2016 Global | 11 Edelman Brand Relationship Index
  • 12. Builds trust at every touchpoint Makes its mark Invites sharing, inspires partnership Embodies unique character Tells a memorable story Listens openly, responds selectively Acts with purpose How well do you feel this brand…? Earned Brand 2016 Global | 12See Appendix for a full explanation of the seven dimensions of the consumer-brand relationship. Edelman Brand Relationship Index
  • 13. The Edelman Brand Relationship Index is the average of the seven dimensions Earned Brand 2016 Global | 13 Builds trust at every touchpoint Makes its mark Invites sharing, inspires partnership Embodies unique character Listens openly, responds selectively Tells a memorable story Acts with purpose See Appendix for a full explanation of how the Index was built. 0-100 Edelman Brand Relationship Index
  • 14. The score falls short of the full potential Relationship strength 0 10020 40 60 80 Edelman Brand Relationship Index Global Average 38 See Appendix for a full explanation of how the Index was built. Earned Brand 2016 Global | 14
  • 15. The consumer-brand relationship falls short around the world 39 43 40 32 33 30 32 32 53 34 52 39 Canada U.S. Mexico Brazil Lowest The NetherlandsU.K. France Germany 32 India China Singapore Japan Australia Highest See Appendix for a full explanation of how the Index was built. Earned Brand 2016 Global | 15
  • 16. The consumer-brand relationship falls short across categories 2016 Edelman Brand Relationship Index by category See Appendix for a full explanation of how the Index was built. Earned Brand 2016 Global | 16 43 43 42 41 40 40 39 39 39 39 38 38 37 36 35 34 33 33
  • 17. Earned Brand 2016 Global | 17 falls short across demographics The consumer-brand relationship 2016 Edelman Brand Relationship Index Generation Gender See Appendix for a full explanation of how the Index was built. 40 3638 44 39 32 28
  • 18. They’re willing to go further with you
  • 19. Earned Brand 2016 Global | 19 The fiverelationship stages At five points, the data shows meaningful shifts in consumer attitudes and behaviors toward brands Strength of relationship with the favorite brand they buy in a category I may buy/use your product, but I don’t really put much thought into it. I know a little about you, beyond your product I am making an educated choice. Given a choice, I would pick your brand. I appreciate what you stand for. We share common values and see the world in a similar way. We do things together and for each other. We share a past and a future. See Appendix for a full explanation of how the five relationship stages were created.
  • 20. So far they’re involved, but commitment is the last mile 38Strength of relationship with the favorite brand they buy in a category Edelman Brand Relationship Index Global Average See Appendix for a full explanation of how the Index was built. Earned Brand 2016 Global | 20
  • 21. Commitmentwithin reach– for all brand categories Percent of relationships in category that are committed Committed 17% 14% 13% 13% 13% 13% 12% 12% 12% 12% 12% 10% 10% 10% 10% 8% Automobile Social media Mobile carriers Financial services 13% Fashion Grocery stores Credit cards Travel Personal care Retailers Food and beverage 12% Luxury goods Beer, wine, and spirits Utilities Prescription medicines Home energy management Household products OTC medicines “Committed” is the last stage on the Earned Brand Relationship Index. See Appendix for a full explanation of how the five relationship stages were built. Earned Brand 2016 Global | 21
  • 22. Stay Loyal When I buy products in this category, it has to be this brand I am happy to share my personal data with this brand I will stick with this brand even if a competitor is: • getting better reviews • more innovative • greener • treats workers better Earned Brand 2016 Global | 22 Strongrelationships drive and protect your bottom line Buy First I am one of the first to try the brand’s new products I am happy to pay more for this brand’s products and services Q14, ways in which consumers can support a brand.
  • 23. 0 80 60 40 20 Q14 (Top 4 Box, “Describes me”.) Average of items associated with buying first and staying loyal by relationship level. See Appendix for a full explanation for how the five relationship stages were built. Earned Brand 2016 Global | 23 Clear majority of buyers will buy first and stay loyal The untapped opportunity Percent of buyers who will buy first and stay loyal Interested Involved Invested CommittedIndifferent
  • 24. Earned Brand 2016 Global | 24 Defend I defend this brand if I ever hear someone criticize it I will stick with this brand even if something goes wrong Strongrelationships mean your customers will go to work for you Advocate I always recommend this brand if someone asks I advocate for this brand even when I am not asked I like/rate what the brand is saying on social media I participate in creating the brand’s content Q14, ways in which consumers can support a brand.
  • 25. 0 80 60 40 20 Q14 (Top 4 Box, “Describes me”.) Average of items associated with advocating and defending by relationship level. See Appendix for a full explanation for how the five relationship stages were built. Earned Brand 2016 Global | 25 The untapped opportunity Clear majority of buyers will advocate for and defend your brand Percent of buyers who will advocate for and defend Interested Involved Invested CommittedIndifferent
  • 26. Interested Involved Invested CommittedIndifferent The 4 behaviors that increase the most from Involved toCommitted I participate in creating the brand’s content Owned +48pts +38pts +35pts +35pts I like/rate whatthe brand is saying on social media I am happyto share personal data withthis brand I am one of the first to try the new products/services of this brand whenthey come out Q14 (Top 4 Box, “Describes me”.) Behaviors that had the greatest percentage point increase from the Involved to the Committed relationship levels. See Appendix for a full explanation of how the five relationship stages were built. Earned Brand 2016 Global | 26 Percentage point change
  • 28. Television 62% 80% regularly use traditional media sources for information about brands Earned Brand 2016 Global | 28 Learning about brands: earned media matters Percent who use each media type regularly Q30 (Regular Usage), (Traditional media callout is a net of 5 items) Search engines Social media sites News articles Shopping/retail websites not owned by brand 49% The brand’s website 56%78% 57% 51% Magazines 37% Blogs 33% The radio 37%
  • 29. Interested Involved Invested CommittedIndifferent Advertising buys Interest 43% Advertising is primary point of engagement 35% 34% Paid Peer Owned Percent who have used each type of media to engage with their favorite brand in the last 90 days Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level. See Appendix for a full explanation for how the 5 relationship stages were built. Earned Brand 2016 Global | 29
  • 30. Interested Involved Invested CommittedIndifferent Involved consumers engage across all channels 43% 35% 34% Paid Peer Owned Percent who have used each type of media to engage with their favorite brand in the last 90 days 57% Peer conversations nearly as important as paid54% 52% Paid Peer Owned Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level. See Appendix for a full explanation for how the 5 relationship stages were built. Earned Brand 2016 Global | 30
  • 31. 63% 66% 64% Paid Peer Owned Paid 65% Talking about and with the brand matters far more than advertising 73% 72% Peer Owned 57% 54% 52% Paid Peer Owned 43% 35% 34% Paid Peer Owned CommittedInterested Involved Invested Percent who have used each type of media to engage with their favorite brand in the last 90 days Conversations are the foundations of a committedrelationship Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level. See Appendix for a full explanation for how the 5 relationship stages were built. Earned Brand 2016 Global | 31
  • 32. 57% 54% 52% Paid Peer Owned From Involved to Committed, usage of peer and owned grow twice as fast 43% 35% 34% Percent who have used each type of media to engage with their favorite brand in the last 90 days Paid Peer Owned Interested Involved Invested CommittedIndifferent 65% 72% 73% Paid Peer Owned +8 +18 +21 Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level. See Appendix for a full explanation for how the 5 relationship stages were built. Earned Brand 2016 Global | 32
  • 33. 62% Earned Brand 2016 Global | 33 Consumers value different sources for different reasons How respondents describe different sources of information about brands and products Q28 (Definitions for Earned, Paid, Peer and Owned can be found in the end notes) Earned Paid Peer Owned Most likely to get my attention Most entertaining Most emotionally compelling Most accessible Most informative & reassuring Most truthful & trusted Most used for new product introduction Most likely to get me to purchase a new brand or change my opinion
  • 35. A better customer experience is not enough Owned Incremental increase in importance of a brand’s actions, comparing a Committed to an Involved relationship Q13 (Top 4 Box, “Describes me”.) Behaviors that had the greatest percentage point increase from the Involved to the Committed relationship levels. See Appendix for a full explanation of how the five relationship stages were built. Earned Brand 2016 Global | 35 Makes decisions with customers’ best interests in mind I can always find it on my favorite shopping websites Makes my life significantly better More reasonable prices than its competitors More creative products than its competitors I can always find it at my favorite stores Doing business with it is so convenient & easy More innovative products than its competitors I can always trust what it says and does The quality of its products is far better Lowest incremental impact bottom 10 of 35 attributes From Involved to Committed Smallest Increase Indifferent Interested Involved Invested Committed
  • 36. Deepening the bond requires shared values and action Owned Incremental increase in importance of a brand’s actions, comparing a Committed to an Involved relationship Q13 (Top 4 Box, “Describes me”.) Behaviors that had the greatest percentage point increase from the Involved to the Committed relationship levels. See Appendix for a full explanation of how the five relationship stages were built. Earned Brand 2016 Global | 36 Part of my social media landscape Enhances the bonds I have with my friends Maintains ongoing conversation with me Invites me to play part in its innovation process Significant source of enjoyment in my life There for me at a tough time in my life Helps me express myself It provides a connection platform I get a lot of respect for owning & using it It seems to really understand me Highest incremental impact Top 10 of 35 attributes From Involved to Committed Largest Increase Indifferent Interested Involved Invested Committed
  • 37. Brands falling short on purpose and engagement Relationship dimensions The average strength of each dimension of the brand relationship 44 Embodies unique character 38 Makes its mark 33 Acts with purpose 39 Invites sharing, inspires partnership 34 Tells a memorable story 4235 Listens openly, responds selectively 38 Lowest marks See Appendix for a full explanation of how the Index was built and of the seven dimensions of the consumer-brand relationship. Earned Brand 2016 Global | 37 Builds trust at every touchpoint 42
  • 38. Top brand actions that improve the score for acts with purpose Relationship drivers Have a heritage I can admire Be there for me at really tough times in my life Be a force for good and help make the world a better place Be an interesting part of my social media conversations r = .49 Modeling Q7 “acts with purpose” relationship dimension responses using Q13 “what makes a brand special” items. Within the social sciences, an r= .30 is considered to be a moderate effect size and an r=.50 is considered to be a large effect size. Working in combination, these drivers are even stronger and more significant predictors of higher “acts with purpose” dimension scores than they are alone. See Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis. Earned Brand 2016 Global | 38 Invite me in and allow me to play a part r = .49 r = .47 r = .47 r = .46 r= correlation coefficient.
  • 39. Be an interesting part of my social media conversations r = .46 Be there for me at really tough times in my life r = .42 Invite me in and allow me to play a part r = .45 Invite and facilitate an ongoing conversation with me r = .48 Earned Brand 2016 Global | 39 Relationship drivers Top brand actions that improve the score for listens openly, responds selectively Modeling Q11 “listens openly, responds selectively” relationship dimension responses using Q13 “what makes a brand special” items. Within the social sciences, an r= .30 is considered to be a moderate effect size and an r=.50 is considered to be a large effect size. Working in combination, these drivers are even stronger and more significant predictors of higher “listens openly, responds selectively” dimension scores than they are alone. See Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis. Offer highly personalized and responsive customer service r = .41 r= correlation coefficient.
  • 40. Invite and facilitate an ongoing conversation with me r = .49 Earned Brand 2016 Global | 40 People admire and respect me when I use your brand r = .49 Have a heritage I can admire r = .53 Be there for me at really tough times in my life r = .48 Relationship drivers Top brand actions that improve the score for tells a memorable story Modeling Q9 “tells a memorable story” relationship dimension responses using Q13 “what makes a brand special” items. Within the social sciences, an r= .30 is considered to be a moderate effect size and an r=.50 is considered to be a large effect size. Working in combination, these drivers are even stronger and more significant predictors of higher “tells a memorable story” dimension scores than they are alone. See Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis. Be an interesting part of my social media conversations r = .48 r= correlation coefficient.
  • 41. Earned Brand 2016 Global | 39 When brands get it right Social listening analysis capturing consumer responses to various brand campaigns Actively engage around shared values Strengthen buying behaviors Build deeper relationships I will undoubtedly #OptOutside for #BlackFriday. I love you @REI. —@anonymous, Twitter ‘DIRT IS GOOD’ Su-bloody-perb! And I feel good about Persil without feeling manipulated. —Neil French, YouTube “ “ Source: Social listening verbatims. Thank you PayPal for standing up against ignorance and discrimination. I have been a PayPal customer for more than 15 years and I will continue to use and recommend PayPal. —@anonymous, Facebook “
  • 42. Earned Brand Enables shared action Committed Consumer Buys first, stays loyal, advocates, defends CONSUMER Purchase BRAND Engagement Earned Brand 2016 Global | 42 Committed consumers and the Earned Brand As brands expand their engagement to include shared action, consumers become more committed and go to work for the brand. Committed consumers influence their peers to also take action with and for the brand, expanding the brand’s reach and penetration. Their peer advocacy, loyalty and buying commitment protect the brand against disruption, and give it a license to disrupt. This deeper, more active consumer relationship is the hallmark of the Earned Brand.
  • 43. End Notes Q7. Acts with purpose dimension - The statements below are numbered from 0-5. Please indicate the highest-numbered statement about this brand that is true for you. So, for example, if statement #3 is true for you, but not statements #4 or #5, you should mark statement #3. Dimension is the average of the following responses: “I am unaware if this brand supports any causes or has any social purpose beyond making good products/services,” “Beyond offering a good product or service, this brand also contributes to the greater good in some way, either in how the product/service is made or delivered, or by actively supporting social causes,” “I believe that the brand’s greater purpose or the social causes that it supports are important and worthwhile,” “This brand’s cause or social purpose is something that I share and also support,” “Supporting this brand is one way I actively support a cause I believe in,” “Because of activities and opportunities sponsored or facilitated by this brand, I have become even more actively engaged in the cause or social purpose that this brand supports.” Q9. Tells a memorable story dimension - The statements below are numbered from 0-5. Please indicate the highest-numbered statement about this brand that is true for you. So, for example, if statement #3 is true for you, but not statements #4 or #5, you should mark statement #3. Dimension is the average of the following responses, “I do not have any idea of what this brand stands for or about its heritage,” “This brand has a story about what it stands for and its heritage,” “I admire what the brand stands for and its heritage,” “I can identify with the brand’s story and heritage,” “I am part of the brand’s story. I was there at, or can relate to, key points in its history, or it has played a meaningful role in key parts of my life,” “The brand’s story – what it stands for and where it comes from overlaps with mine. We share a heritage, a future and a set of values.” Q11. Listens openly dimension - The statements below are numbered from 0-5. Please indicate the highest-numbered statement about this brand that is true for you. So, for example, if statement #3 is true for you, but not statements #4 or #5, you should mark statement #3. Dimension is the average of the following responses, “I would not know how to go about reaching out to or interacting with this brand if I wanted to,” “If I had something to say, I know that I could get a message to the people behind this brand,” “This brand often gives me opportunities to engage with it or to give it feedback and input,” “I have communicated with this brand by sending it a message in some way, or by submitting a complaint, suggestion or compliment,” “This brand has responded to my communications in a meaningful way. I feel like we have had significant interactions,” “I have ongoing conversations and interactions with this brand. It is part of my social circle.” Earned Brand 2016 END NOTES | 43
  • 44. End Notes Q13. Still thinking of your favorite brand in this category, what is it about this brand that makes it special to you? Using a nine-point scale that goes from not at all important to extremely important, please indicate how important each of the following was in building the special relationship you have with this brand? “The quality of its products and services are far better than its competitors,” “Its prices are much more reasonable than its competitors,” “Using its products and services makes my life significantly better,” “Every part of doing business with it is so convenient and easy," “The products and services are far more innovative than its competitors," “The products and services are far more creative than its competitors," “The customer service it offers is highly personalized and responsive to my needs," “I greatly admire the charisma and personality of the person who runs or founded the company," “I admire how it is shaking things up and disrupting business as usual," “It is a significant source of humor, entertainment and enjoyment in my life," “It is a significant source of useful information and life help," “It represents, and is part of, a lifestyle that I aspire to," “It has raised my self-esteem and helped me feel better about myself," “I get a lot of respect and admiration for owning and using this brand," “I admire its heritage. I respect how it overcame challenges to achieve success," “It was there for me at a really tough time in my life," “It helps me express to the world something important about myself," “It seems to really understand me as a person and what is important to me in life and not just when it comes to the products it makes," “It seems to really care about me as a person. It makes me feel special," “It invites me in. It allows me to play a part in its innovation, creative or product testing processes," “It maintains an ongoing conversation with me. It invites and facilitates our interactions," “It enhances the bonds I have with my friends. It is a point of mutual connection among us," “It provides a platform or venue through which I can reach out to and connect with a community of people," “It is a part of my social media landscape. It is where I am and an interesting part of the conversations I am having," “I can always trust what it says and does," “I know that it always makes its business decisions with the best interests of its customers in mind," “The values and morals it stands for match my own," “It is a force for good in the world. It is helping to make the world a better place," “Cares about the impact of its products /services and how it does business on me and my family," “Cares about the impact of its products /services and how it does business in my community," “This brand encourages me and others to review its products and services," “Buying the brand guarantees me that I will always have the most up- to-date features or technology," “It allows me to customize or personalize its products and services so they are exactly the way I want them," “I can always find its products on my favorite shopping websites," and “I can always find its products at my favorite stores.” Earned Brand 2016 END NOTES | 44
  • 45. End Notes Q14. Continuing to think about your favorite brand, and in particular, what your relationship with that brand looks like, how well do each of the following describe how you relate to and feel about that brand? (Top 4 Box, Describes Me) “Buy first and Stay loyal” is the average of, “I am one of the first to try the new products/services of this brand when they come out," “I am happy to pay more for this brand’s products/ services," “When I buy/use products/services in this category, it has to be this brand," “I will continue to buy this product even if a competitive brand is getting better reviews," “I will continue to buy this brand even if a competing brand comes along that is more innovative or technologically advanced," “I will continue to buy this brand even if a competitive brand starts using more environmentally friendly business and production processes," “I will continue to buy this brand even if a competitive brand started treating its workers better by giving them higher wages and better benefits," and “I am happy to share my personal data with this brand.” “Advocate and Defend” is the average of, “I always recommend this brand if someone asks," “I advocate for this brand even when I am not directly asked for advice," “I like/rate what the brand is saying in social media," “I participate in the creation of the brand’s media content," “I defend this brand if I ever hear someone criticizing it," and “I will continue to buy/use this brand even if something goes wrong with its latest products/services.” Q15. Continuing to think about your favorite brand, which of the following have you done in the past 90 days? Please select all that apply. Paid is a net of “Saw an ad for the brand online," “Saw an ad for the brand on TV," “Saw an ad for the brand on my phone," and “Saw an ad for the brand on social media.” Peer is a net of “Liked or recommended it online on social media," “Shared content (or a link to the content) about the brand with others," “Posted a positive review of the brand or its products," “I saw content about the brand on social media," “Talked to friends and family about the brand," “Read reviews about the brand," and “Saw something about it on a social media site.” Owned is a net of “Visited its web site," “Followed it on social media," “Attended an event or participated in a promotion that it sponsored," “Read the brand’s newsletter or blog," “Watched a video posted by the brand," and “Saw sponsored content for the brand.” Earned Brand 2016 END NOTES | 45
  • 46. End Notes Q17. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree) “In many cases, brands can do more to solve social ills than governments” and “Making the world a better place should be part of a brand’s day-to-day business activities and DNA, and not just something it does on the side or allocates to a small team within the company.” Q20. And if a brand did not fulfil the obligations listed below, would that stop you from buying that particular brand? (Net of yes for “address problems faced by its customers, such as discrimination or other social justice or economic issues," “Address problems faced by the communities in which the brand operates or has offices, such as poverty, lack of safe community spaces, under-funded arts programs or under-performing schools," and “Addressing problems that are important and affect society at large, but are not directly related to the brand’s business or business practices”). Q28 There are different sources of information about brands and products. For each of the following statements, please select the one information source that it describes best. This is the information source about brands and products that …(Earned=News or articles posted, published or broadcast by third parties; Paid=Brands or companies talking about themselves in advertising or other promotions; Peer=Friends/Family/Like-minded strangers; Owned=Brands or companies talking about themselves on their web sites, blogs or social media) week, or Daily); “Traditional Media” call out is a net of, “Television,” “News articles,” “Magazines,” “The radio,” and “Blogs.” Q31. When you want information about a brand's products or services, what sources of information do you use? (Net of “Customers of the brand," “People like yourself," and “Your friends and family.”) (Top 4 Box, Source Rely on Most). Q32. Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? Please select all that apply. (Net of “They help me decide which option is the best," “They give me confidence that I am making the right choices," “They encourage to actually go and make the purchase once I have made a product choice," “They help me find the best price on the product I want," and “They help me figure out where to buy the brand or product”). Q33. Ad blockers are programs that remove different kinds of advertising from a Web user's experience online. Do you currently use any ad blockers? (Net of “Never heard of it before today but I am curious to know more and would consider using Ad blockers in the future," “Heard of Ad blockers and would consider using in the future," and “I am currently using Ad blockers.”) Earned Brand 2016 END NOTES | 46
  • 47. EarnedBrand2016 TechnicalAppendix 1. Methodology 2. The sample 3. How was the Edelman Brand Relationship Index built? • How did consumers evaluate the seven dimensions of the relationship? • How were the five levels of brand-consumer relationship determined? • How reliable is the Edelman Brand Relationship Index? • How did we identify the drivers that predict higher scores on each dimension? 4. About the research team
  • 48. Earned Brand 2016 Methodology A Global Survey Timing April 7 – April 25, 2016 13 countries Online survey in Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, The Netherlands, Singapore, the U.K., and U.S. 13,000 respondents 1,000 per country, nationally representative of age, gender, and region based on most recent country census data. Earned Brand 2016 TECHNICAL APPENDIX | 48 Social listening In China, Germany, India, the U.K., and U.S., we listened to consumer conversations on social media to assess the impact of 15 recent cause-related brand campaigns or actions.
  • 49. Earned Brand 2016 The sample Country Internet Penetration Sample Size Languages Quota Parameters Australia 85% 1000 English Gender, Age & Region Brazil 66% 1000 Portuguese Gender, Age & Region Canada 88% 1000 English & Localized French Gender, Age & Region China 52% 1000 Simplified Chinese (Mandarin) Gender, Age & Region France 86% 1000 French Gender, Age & Region Germany 88% 1000 German Gender, Age & Region India 35% 1000 English Gender, Age & Region Japan 91% 1000 Japanese Gender, Age & Region Mexico 45% 1000 Localized Spanish Gender, Age & Region Netherlands 94% 1000 Dutch Gender, Age & Region Singapore 82% 1000 English & Simplified Chinese Gender, Age & Region U.K. 93% 1000 English Gender, Age, Region & Ethnicity U.S. 88% 1000 English Gender, Age, Region & Ethnicity Earned Brand is an online survey. In developed countries, a nationally representative online sample closely mirrors the general population. In countries with lower levels of Internet penetration, a nationally representative online sample will be more affluent, educated, and urban than the general population. Earned Brand 2016 TECHNICAL APPENDIX | 49 13-country global data margin of error: +/-0.9% (N=13,000), global index scores +/- 0.4 points (N=13,000). Country-specific data margin of error: +/- 3.1% ( N=1,000), country index scores +/- 1.6 points (N = 1,000). Category specific data margin of error: +/- 2.7% (N=1,286-1,546), category index scores +/- 1.5 points (N=1,286-1,546), Millennial specific data margin of error: +/- 1.6% (N=4,050), millennial index scores +/- 0.8 points (N=4,050).
  • 50. How was the Edelman Brand Relationship Index built? 1.Each respondent rated their favorite brand within three categories given to them at random from among the 18 categories examined in this research. The only stipulation placed on their brand choice was that the brand had to be one they currently own, use or make purchases from it. Earned Brand 2016 TECHNICAL APPENDIX | 50 Automobile Beer, wine, and spirits Credit cards Fashion Financial services Food and beverage Grocery stores Home energy management Household products Luxury goods Mobile carriers OTC medicines Personal care Prescription medicines Retailers Social media Travel Utilities Product categories included in the study What is your favorite brand in this category that you currently buy or use?
  • 51. 1 Embodies unique character 2 Makes its mark 7 Acts with purpose 3 Tells a memorable story 6 Builds trust at every touchpoint 4 Listens openly, responds selectively 5 Invites sharing, inspires partnership 2.Respondents gave each of the brands seven ratings, from zero to five, depending on how deeply involved they were with the brand along each of the seven relationship dimensions. How strong is your relationship with that brand within each of these seven dimensions? Earned Brand 2016 TECHNICAL APPENDIX | 51 How was the Edelman Brand Relationship Index built?
  • 52. Indifferent Interested Involved Invested Committed Embodies unique character Not much different from its competitors Different from many other products/services in the category Offers unique products/services Bigger than the products/services it delivers--has its own unique personality Embodies an idea or value or lifestyle I can relate to; helps me express something Makes its mark I buy this brand out of habit. I have no real attachment to or affection for it I go out of my way to buy this brand, even if it is not the cheapest or most convenient The only brand I will buy. If it is not available, I will do without until I can find it again My relationship with this brand goes beyond liking it as a product or service A positive force in my life. This brand represents a lifestyle or way of life that defines me. Tells a memorable story I do not have any idea of what this brand stands for or about its heritage This brand has a story about what it stands for and its heritage I admire what the brand stands for and its heritage I can identify with the brand’s story and heritage I am part of the brand’s story; we share a heritage, a future, a set of values Listens openly, responds selectively I would not know how to go about reaching out to or interacting with this brand If I had something to say, I know I could get a message to the people behind this brand This brand often gives me opportunities to engage with it or to give it feedback and input I have communicated with this brand in some way I have ongoing interactions with this brand. It is part of my social circle Invites sharing, inspires partnership Unware of what this brand is doing or saying I remember seeing some advertising/promotions, and sometimes see things about it in the news or online I notice and pay attention to what this brand is saying and doing when I see its ads, other content, or news about the brand I am likely to forward, share or repost news/online content about this brand, or share information about my experiences with it Has become part of my social life. I am likely to participate in promotions, engage with its content online, attend its events Builds trust at every touchpoint I do not really trust this brand I trust this brand to make good products/services at a fair price I trust that this brand makes business decisions with interests of its customers top of mind Makes all of its business decisions with the best interests of the broader society top of mind I would stick by and defend this brand even if I was disappointed, I have faith it will correct mistakes Acts with purpose Unaware if it supports any causes or has any social purpose beyond making good products/services Contributes to the greater good in some way, in how the product/service is made delivered, or by actively supporting social causes The brand’s greater purpose or the social causes that it supports are important and worthwhile This brand’s cause or social purpose is something that I share and also support Supporting this brand is one way I support a cause I believe in; because of this brand I have become even more actively engaged in the cause Building the Index The 7 relationship dimensions Earned Brand 2016 TECHNICAL APPENDIX | 52
  • 53. How was the Edelman Brand Relationship Index score built? 3.The Brand Relationship Index was calculated by taking the average of the seven dimension scores and multiplying by twenty to convert the index to a 100 point scale. The 2016 Global Brand Relationship score of 38 represents the average Brand Relationship Index across the 39,000 (13,000 X 3) consumer-brand relationships analyzed. 0 - 100 ((Average of seven dimension scores) x 20) The 2016 Edelman Brand Relationship Index Earned Brand 2016 TECHNICAL APPENDIX | 53
  • 54. Building the Index How did we define the relationship levels? • A Brand Relationship Index score can vary from zero to 100. In working with the scale, we identified five unique relationship levels. The cut-points that define each level are displayed below. • These relationship levels were empirically determined based on two criteria. The first was a correspondence between relationship level as determined by the Brand Relationship Index and respondents’ self-described level of attachment to a given brand. The second was how distinct the levels were when profiled against key marketplace behaviors of general interest to brands. • The resulting relationship levels and cut-points represent an optimized result that captures both respondents’ explicitly stated level of relationship with a brand and their implicit level of relationship as defined by their willingness to buy that brand first as well as to advocate for and defend it. Strength of relationship with the favorite brand they buy in a category Earned Brand 2016 TECHNICAL APPENDIX | 54
  • 55. Building the Index How reliable is the Edelman Brand Relationship Index? Earned Brand 2016 TECHNICAL APPENDIX | 55 Alpha Reliability analyses were performed globally and within each of the 13 countries. Results indicated that the scale was reliable in every market and that all seven dimensions tap into different aspects of the same underlying construct – the strength of the bond between a brand and a consumer. Note: Alpha levels above .6 are considered to indicate good internal reliability. Country Alpha Reliability Global Average .91 Australia .91 Brazil .90 Canada .91 China .91 France .92 Germany .91 India .90 Japan .87 Mexico .90 Netherlands .89 Singapore .90 U.K. .91 U.S. .92
  • 56. How did we identify the drivers that predict higher scores on each dimension? Within this report, we highlight the top five most powerful and statistically significant drivers of each relationship dimension. A consumer’s relationship with a brand overall and within each of the seven dimensions is fluid. It can evolve over time. Often, the deepening of one’s relationship with a brand is associated with the emerging appreciation of certain brand characteristics that foster and support a consumer’s greater investment in that brand. By highlighting, building and deepening their commitment to these characteristics, brands have the power to move people along the relationship continuum. In order to identify the brand attributes that are the most powerful predictors of higher relationship scores, we performed a series of stepwise multiple regressions focused on those things that consumers said made their favorite brand in a category special to them. The resulting models revealed which of those special relationship builders were the most strongly related to how respondents characterized their relationship with that brand along each of the seven relationship dimensions. The top five drivers shown in this report are ranked based on their beta values. List of 35 attributes that potentially make a brand special to its customers Step 1: Pick a characteristic and put it into a prediction model. Does this characteristic make the model stronger? If yes, then keep it in. If not, then remove it from the model. Step 2: Repeat step one. Step 3: Continue this process until all 35 characteristics have been tested. Earned Brand 2016 TECHNICAL APPENDIX | 56 The results: The top drivers that predict an improve- ment in each dimension score Understanding stepwise multiple regressions
  • 57. Edelman Intelligence is a world class research and analytics consultancy. It works to understand the mechanics of human attitudes and behavior, organize and analyze content and conversations, and uncover connections and patterns in complex data sets. The team is made up of experts from different backgrounds with different skillsets. This allows Edelman Intelligence to approach challenges in a unique way – taking different perspectives to find the best solutions to help drive growth for its clients. The research team Edelman Intelligence Antoine Harary Antoine is the global MD of Edelman Intelligence. With his team of over 150 intelligence experts, he manages international research and consulting projects across more than 50 countries. Over the last four years his work has been recognized by two major awards from the Communications Industry: the 2011 EMEA Sabre Award for best public affairs campaign and the 2012 European Excellence award for PR measurement. Before joining Edelman, Antoine worked in the automotive industry (PSA PEUGEOT CITROEN) as a senior research manager. Antoine holds two Masters Degrees: International PR from CELSA/Sorbonne and Political Sciences from Sciences Po Aix. Cécile Nathan-Tilloy Cécile is the MD of Edelman Intelligence London. As the primary research lead for Europe, she oversees research & analytics for Edelman’s top 18 global clients. Cécile started her career in advertising at TBWA and BETC before joining Millward Brown and Truth Consulting. After completing Master degrees in Sociology & Anthropology at Sorbonne University and in Political Sciences at Sciences Po Paris, Cecile graduated from HEC Business School in Intelligence Marketing. David M. Bersoff, Ph.D. David is in charge of Edelman’s global thought leadership research. Before joining Edelman Intelligence, Dr. Bersoff served as The Futures Company’s Chief Insights Officer. In that role, he drove the research, data analysis, IP creation and product development strategy for all of their syndicated consumer insights offers, including the Yankelovich MONITOR. David holds a Ph.D. in social and cross-cultural psychology from Yale University. Earned Brand 2016 TECHNICAL APPENDIX | 57