The document discusses the concept of an "Earned Brand" and the importance of brands having a world view, belief system, and expressed set of values that define communications and behaviors. It states that an Earned Brand's values should inform the products made, language used, customer treatment, and ultimately the legacy and impact on communities. Survey results are also presented showing that most consumer relationships with brands fall short of their full potential for commitment. Strengthening relationships requires brands to have shared values and actions with consumers.
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
Earned Brand 2016 - U.S. Multicultural ReportEdelman
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
We are excited to share Edelman’s first-ever, Multicultural Earned Brand report.
The Interactive Advertising Bureau (IAB) and Edelman Berland conducted a study on how U.S. online news users feel about sponsored content and, importantly, what it takes for brands, publishers and agencies to get it right. The study focused on in-feed ads like sponsored stories that sit next to pure editorial.
The key takeaway is that we found a direct link between how consumers already feel about the brand advertiser, the publisher and the potential success of the new format.
Learn more: http://edl.mn/iabscstudy
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
Earned Brand 2016 - U.S. Multicultural ReportEdelman
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
We are excited to share Edelman’s first-ever, Multicultural Earned Brand report.
The Interactive Advertising Bureau (IAB) and Edelman Berland conducted a study on how U.S. online news users feel about sponsored content and, importantly, what it takes for brands, publishers and agencies to get it right. The study focused on in-feed ads like sponsored stories that sit next to pure editorial.
The key takeaway is that we found a direct link between how consumers already feel about the brand advertiser, the publisher and the potential success of the new format.
Learn more: http://edl.mn/iabscstudy
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
For global results see: http://www.slideshare.net/EdelmanInsights/earned-brand-2016-global-results
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
Edelman’s new consumer brand study found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share their brands. Yet on average, only 10 percent of people think any given brand does it well. brandshare measured six dimensions of sharing – shared dialog, shared experience, shared goals, shared values, shared product, and shared history – and found a link between effective brand sharing and business value.
Learn more: http://edl.mn/18x1dmr
10 Facts About Why and How Consumers "Like" and SubscribeConstant Contact
Research from Constant Contact and Chadwick Martin Bailey detailing the reasons why and how consumers “Like” pages on Facebook and subscribe to email lists.
Edelman’s new consumer brand study found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share their brands. Yet on average, only 10 percent of people think any given brand does it well. brandshare™ measured six dimensions of sharing – shared dialog, shared experience, shared goals, shared values, shared product and shared history – and found a link between effective brand sharing and business value. Here you will find the results focused on the Brazilian market.
Microsoft --2017 State of Global Customer ServiceAbhishek Sood
Thanks to the influence of digital and mobile technology, customers expect more from brands when it comes to convenience, resolution times, and agent expertise.
This Microsoft 2017 State of Global Customer Service report explores how modern brands are meeting these rising expectations, polling data from 5,000 people based in Brazil, Germany, Japan, the United Kingdom, and the U.S.
eMarketer moderates a special presentation with Danielle King Sherman, vice president at Kelton Research and Bill Schneider, vice president of product marketing at SheerID. Watch as they uncover findings from their latest consumer study which surveyed 1,000 shoppers on what factors motivate them to try a new brand, make a first purchase and shop more frequently.
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
In this webinar we discussed:
- The intersection of marketing and brand activism
- Should your company participate or maintain an apolitical brand?
- A framework for engaging in corporate social activism
Watch on-demand: https://www.falcon.io/webinars/brand-activism/
2014 Edelman Trust Barometer - Global ResultsEdelman
The 2014 Edelman Trust Barometer is the firm’s 14th annual exploration of trust. We survey 33,000 people (27,000 General Public and 6,000 Informed Public respondents) in 27 markets around the world on their trust in institutions, credible sources/channels and specific issues and perceptions impacting trust in business and government.
Learn more here http://www.edelman.com/Trust2014
Most consumers are open to sharing, communicating and contributing
directly with manufacturers; indeed, this is rapidly becoming an
expectation. Brands have an open platform to do so through digital and
mobile channels and can no longer afford to be one step removed from
the consumer. The journey is just beginning, and it’s anyone’s game.
The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64 percent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These Belief-Driven Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four institutions have reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
For more information, visit www.edelman.com/trust2016
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
For global results see: http://www.slideshare.net/EdelmanInsights/earned-brand-2016-global-results
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
Edelman’s new consumer brand study found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share their brands. Yet on average, only 10 percent of people think any given brand does it well. brandshare measured six dimensions of sharing – shared dialog, shared experience, shared goals, shared values, shared product, and shared history – and found a link between effective brand sharing and business value.
Learn more: http://edl.mn/18x1dmr
10 Facts About Why and How Consumers "Like" and SubscribeConstant Contact
Research from Constant Contact and Chadwick Martin Bailey detailing the reasons why and how consumers “Like” pages on Facebook and subscribe to email lists.
Edelman’s new consumer brand study found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share their brands. Yet on average, only 10 percent of people think any given brand does it well. brandshare™ measured six dimensions of sharing – shared dialog, shared experience, shared goals, shared values, shared product and shared history – and found a link between effective brand sharing and business value. Here you will find the results focused on the Brazilian market.
Microsoft --2017 State of Global Customer ServiceAbhishek Sood
Thanks to the influence of digital and mobile technology, customers expect more from brands when it comes to convenience, resolution times, and agent expertise.
This Microsoft 2017 State of Global Customer Service report explores how modern brands are meeting these rising expectations, polling data from 5,000 people based in Brazil, Germany, Japan, the United Kingdom, and the U.S.
eMarketer moderates a special presentation with Danielle King Sherman, vice president at Kelton Research and Bill Schneider, vice president of product marketing at SheerID. Watch as they uncover findings from their latest consumer study which surveyed 1,000 shoppers on what factors motivate them to try a new brand, make a first purchase and shop more frequently.
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
In this webinar we discussed:
- The intersection of marketing and brand activism
- Should your company participate or maintain an apolitical brand?
- A framework for engaging in corporate social activism
Watch on-demand: https://www.falcon.io/webinars/brand-activism/
2014 Edelman Trust Barometer - Global ResultsEdelman
The 2014 Edelman Trust Barometer is the firm’s 14th annual exploration of trust. We survey 33,000 people (27,000 General Public and 6,000 Informed Public respondents) in 27 markets around the world on their trust in institutions, credible sources/channels and specific issues and perceptions impacting trust in business and government.
Learn more here http://www.edelman.com/Trust2014
Most consumers are open to sharing, communicating and contributing
directly with manufacturers; indeed, this is rapidly becoming an
expectation. Brands have an open platform to do so through digital and
mobile channels and can no longer afford to be one step removed from
the consumer. The journey is just beginning, and it’s anyone’s game.
The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64 percent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These Belief-Driven Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.
2016 Edelman TRUST BAROMETER - Global ResultsEdelman
Our 2016 Edelman TRUST BAROMETER revealed trust levels in all four institutions have reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.
There is a growing trust disparity that has put business in a new situation of strength, a unique position that translates into an opportunity to help mend the trust divide.
For more information, visit www.edelman.com/trust2016
Surveying 8,000 people online and 32,000 via mobile phones, the 2018 Edelman Earned Brand study shows that now 60% of consumers in Japan either buy or boycott brands based on their stances on societal issues.
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
Epsilon China Consumer Experience Report 2015Jeffrey Evans
Epsilon powers business results for the world’s leading marketers, using customer intelligence to ignite connections between brands and customers with solutions that integrate rich data, engaging creativity and robust technologies. Each year we conduct proprietary consumer research across China to gain customer perspectives on topics that matter to brands. In this year’s study, we sought to explore Chinese consumer experience: the connections with brands they value the most, and the impact of those connections on purchase behaviors. We looked at how Chinese consumers engage with brands, with an eye toward helping brands build and benefit from positive consumer experiences. Covering clothing, grocery, financial services, travel, luxury, restaurant, eCommerce, appliance, food and beverage, and consumer product sectors, Epsilon’s research examined in depth how China’s consumers engage with brands across numerous touchpoints and channels.
In a world where competitors are simply a click away,
customer loyalty is more important than ever. If you
want your customers to be loyal, you can’t treat them
like everyone else. Doing more for your customers in
2018 will help your loyalty program do more for your
bottom line.
Let’s explore what you can do to get more out of your
loyalty program this year.
New research released by the World Federation of Advertisers shows that marketers around the world overwhelmingly believe purpose needs to be part of a successful brand building strategy.
Under the Influence: Your fool-proof guide to influencer marketingExperticity
Word of mouth (WOM) marketing has always mattered more when influencers are the ones doing the talking. Learn how to create an effective influencer strategy in this step-by-step guide.
FEED: The Razorfish Digital Brand Experience Report 2009 Key FindingsRazorfish
How do consumers engage with brands in an increasingly digital world? That's the fundamental question we set out to answer with this year's FEED report.
Using mobile to understand the consumer brand experience - Millward BrownMerlien Institute
Presented by Marie Ng, VP Client Solutions Digital, Millward Brown Mobile
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
Can you think of any business process digitizing so fast and creating as many new trends as Digital Marketing? Keeping up with all the changes, challenges and opportunities is now, more than ever, the key for successful companies, which grow with the trends.
https://runfrictionless.com/b2b-white-paper-service/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
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?
68%rely on peer sources to
learn about brands
49% rely on peer sources
for buying decisions
44%use/woulduse
ad blockers
Your consumer relationship
“I rely on my peers to reassure me.
Because their experience is my evidence.”
- Earned Brand 2015
Earned Brand 2016 Japan | 4
86%
Global
71%
58%
Japan
5. Meeting their growing
expectations?
54% will not buy if a brand fails
to meet societal obligations
38%doing good should be
part of a brand’s DNA
Your consumer relationship
31%brandscando more to solve
societal ills than government
Earned Brand 2016 Japan | 5
62%
Global
60%
55%
Japan
7. 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?
8. 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 | 8
Please contact Edelman Japan for the details of the study.
9. 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 | 9
10. What is your
favorite brand
– one you already buy –
in this category?
Earned Brand 2016 Global | 10
Edelman
Brand
Relationship
Index
11. 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 | 11
Edelman
Brand
Relationship
Index
12. The Edelman Brand Relationship Index
is the average of the
seven dimensions
Earned Brand 2016 Global | 12
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
0-100
Edelman
Brand
Relationship
Index
13. The score falls short
of the full potential
Relationship strength
0 10020 40 60 80
The Edelman
Brand Relationship Index
Japan Average
32
Earned Brand 2016 Japan | 13
Global Average
38
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
Earned Brand 2016 Global | 14
18. Earned Brand 2016 Global | 18
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.
19. So far they’re involved, but
commitment is the last mile
NOW
Strength of relationship with the
favorite brand they buy in a category
Earned Brand 2016 Japan | 19
GOAL
20. Commitmentwithin reach–
for all brand categories
Percent of relationships in category that are committed
Committed
4%
6%
10%
4%
6%
4%
3%
4%
5%
4%
5%
4%
3%
5%
4%
Automobile
Social
media
Mobile
carriers
Financial
services
1%
Fashion
Grocery
stores
Credit
cards
Travel
Personal
care
Retailers
Food
and
beverage
2%
Luxury
goods
Beer,
wine, and
spirits
Utilities
Prescription
medicines
Home
energy
management
Household
products
OTC
medicines
Earned Brand 2016 Japan | 20
2%
17%
13%
13%
14%
13% 12% 12%
12%
12%
12%
12%
10%
10%
13% Global
13%
10%
10%
8%
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 | 21
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
22. 0
80
60
40
20
Earned Brand 2016 Japan | 22
The untapped opportunity
Interested Involved Invested CommittedIndifferent
Clear majority of buyers
will buy first
and stay loyal
Percent of buyers who will
buy first and stay loyal
23. Earned Brand 2016 Global | 23
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
24. 0
80
60
40
20
Earned Brand 2016 Japan | 24
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
25. The 4 consumer behaviors that increase the most
fromInvolved toCommitted
Owned
+37
+36
+35
+31
Difference between the percent of
Involved consumers who will take an
action and the percent of Committed
consumers who will take the same action
Earned Brand 2016 Japan | 25
GlobalJapan
+48
+35
+32
+35
I participate in creating
the brand’s content
I am happy to pay morefor
this brand’s products/ services
I am happy to share
personaldata withthis brand
I am oneof the first to try the
new products/services of this
brandwhenthey come out
Interested Involved Invested CommittedIndifferent
Percentage point
change
27. 28%31%
The brand’s
website
Blogs
27%
Television
71%
85% regularly use traditional
media sources for
information about brands
Earned Brand 2016 Japan | 27
Learning about brands:
earned media matters
Percent who use each media type regularly
Search
engines
News
articles
Shopping/retail
websites not
owned by brand
31%
Social media
sites
51%74% 70%
The radio Magazines
34%
28. 62%
Earned Brand 2016 Japan | 28
Earned media is the
most valued information source
How respondents describe different sources of information about brands and products
Earned Paid Peer Owned
Most entertaining
Not selected as most valued
for any of these criteria
Not selected as most valued
for any of these criteria
Not selected as most valued
for any of these criteriaMost truthful &
trusted
Most likely to get me to
purchase a new brand or change my opinion
Most used for new product introduction
Most informative & reassuring
Most emotionally compelling
Most accessible
29. 63%
66%
64%
Paid
Peer
Owned
Paid
65%
Talking about
and with the
brand matters
far more than
advertising
73%
72%
Peer
Owned
CommittedInterested Involved Invested
Percent who have used each type of media to engage with their favorite brand in the last 90 days
Globally, advertising buys Interestbut conversations are
the foundations of a committedrelationship
Earned Brand 2016 Global | 29
57%
54%
52%
Paid
Peer
Owned
43%
35%
34%
Paid
Peer
Owned
30. 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
Earned Brand 2016 Global | 30
31. 52%
40%
40%
Paid
Peer
Owned
Paid
64%
Japanese
consumer’s
use of paid
media is same
level as Global
55%
51%
Peer
Owned
Japan is behind on driving
Conversations to elevate the relationship
Earned Brand 2016 Japan | 31
Indifferent CommittedInterested Involved Invested
51%
33%
32%
Paid
Peer
Owned
43%
28%
25%
Paid
Peer
Owned
Percent who have used each type of media to engage with their favorite brand in the last 90 days
Japanese
consumer’s
use of peer
and owned
media is much
behind Global
32. +13
+18
+23
From Involved to Committed,
usage of owned grows the fastest
43%
28%
25%
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
Earned Brand 2016 Japan | 32
51%
33%
32%
Paid
Peer
Owned
Paid
64%
55%
51%
Peer
Owned
34. A better
customer
experience is
not enough
Owned
Incremental increase in importance of a
brand’s actions, comparing a
Committed to an Involved relationship
Earned Brand 2016 Japan | 34
Enhances the bonds I have with my friends
I can always find it at my favorite stores
Values and morals match my own
Helps me feel better about myself
More reasonable prices than its competitors
Doing business with it is so convenient & easy
Makes my life significantly better
Significant source of useful information
The quality of its products is far better
I admire its heritage
Lowest incremental impact
bottom 10 of 35 attributes
From Involved to Committed
Smallest
Increase
Indifferent Interested Involved Invested Committed
35. 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
Earned Brand 2016 Japan | 35
Invites me to play part in its innovation process
It seems to really understand me
I get a lot of respect for owning & using it
Most up to date features
Represent a lifestyle I aspire to
Part of my social media landscape
Encourages review its products and services
Have a charismatic leader I can admire
I can always find it on my favorite shopping websites
It makes me feel special
Highest incremental impact
Top 10 of 35 attributes
From Involved to Committed
Largest
Increase
Indifferent Interested Involved Invested Committed
36. Relationship dimensions
The average strength of each dimension
of the brand relationship
42
Embodies
unique
character
33
Builds trust at
every touchpoint
30
Acts with
purpose
Tells a
memorable
story
28
31
Makes
its
mark
28
Listens openly,
responds
selectively
32
Lowest marks
Earned Brand 2016 Japan | 36
44
35
34
38
42 38
39
33
Global
29
Invites sharing,
inspires
partnership
Brands falling short
on engagement
Japan
37. Bring humor,
entertainment
and enjoyment
to my life
r = .39
Shake things up
and disrupt
business
as usual
r = .40
Earned Brand 2016 Japan | 37
Have a
heritage
I can admire
r = .42
It gets me
and what is
important
to me
r = .43
Relationship drivers
Top brand actions that improve the score for
tells a memorable story
r= correlation coefficient.
38. Invite and facilitate
an ongoing
conversation
with me
r = .37
Be an interesting
part of my
social media
conversations
r = .35
Offer highly
personalized
and responsive
customer service
r = .37
Earned Brand 2016 Japan | 38
Relationship drivers
Top brand actions that improve the score for
listens openly, responds
selectively
r= correlation coefficient.
39. Bring humor,
entertainment
and enjoyment
to my life
r = .33
Invite me
in and let me
play a part
r = .34
Shake things up
and disrupt
business as usual
r = .35
Earned Brand 2016 Japan | 39
Relationship drivers
Top brand actions that improve the score for
inspires sharing, invites
partnership
r= correlation coefficient.
40. 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
“
41. Earned
Brand
Enables
shared action
Committed
Consumer
Buys first, stays
loyal, advocates,
defends
CONSUMER
Purchase
BRAND
Engagement
Earned Brand 2016 Global | 41
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.