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2016 Earned Brand Japan
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.
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2016 Earned Brand Japan
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- 2. The Earned Brand EarnedBrand 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.
- 3. How is your relationshipgoing?
- 4. Feeling a littleleft 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
- 6. The consumer relationshiphasnever been more important to your business Buy Advocate Defend
- 7. We wanted tofind 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 AGlobal 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 Socialmedia 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 favoritebrand – one you already buy – in this category? Earned Brand 2016 Global | 10 Edelman Brand Relationship Index
- 11. Builds trust at every touchpoint Makes its markInvites 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 BrandRelationship 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 fallsshort 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 fallsshort 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
- 15. The consumer-brand relationship fallsshortacross categories 2016 Edelman Brand Relationship Index by category Earned Brand 2016 Japan | 15 40 37 35 35 34 34 33 33 32 32 31 31 31 30 30 28 27 25 Global 39 43 43 42 4040 4139 38 3939 38 37 36 35 33 33 34
- 16. Earned Brand 2016Japan | 16 falls shortacross demographics The consumer-brand relationship 2016 Edelman Brand Relationship Index Generation Gender 34 3034 30 35 31 32 38 44 39 32 28 40 36Global
- 17. They’re willing togo further with you
- 18. Earned Brand 2016Global | 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’reinvolved, 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 allbrand 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 Ibuy 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 2016Japan | 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 2016Global | 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 2016Japan | 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 consumerbehaviors 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
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- 27. 28%31% The brand’s website Blogs 27% Television 71% 85% regularlyuse 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 2016Japan | 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 withthe 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 toCommitted, 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 mediais 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 toCommitted, 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
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- 34. A better customer experience is notenough 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 sharedvalues 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 averagestrength 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 tomy 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 anongoing 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 tomy 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 2016Global | 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.