The 2017 Edelman Earned Brand study reveals that a significant majority of consumers in Japan are indifferent towards brands, with attention becoming a rare resource in marketing. It highlights that brands can no longer rely solely on financial means to win consumer loyalty. The study indicates a growing trend where consumers prefer to buy from brands that reflect their personal beliefs.

1. 2017 エデルマン・アーンドブランド 日本の調査結果
BEYOND NO
BRAND’S LAND
S E P T E M B E R 2 0 1 7

2. E D E L M A N E A R N E D B R A N D J A P A N 2
Meaningful Brands study by Havas
74%
75%
40%
60%

3. 事実、消費者はブランドなんか
気にしていない
3

4. E D E L M A N E A R N E D B R A N D J A P A N 4

5. E D E L M A N E A R N E D B R A N D J A P A N 5

6. E D E L M A N E A R N E D B R A N D J A P A N 6

7. ブランドはもはやお金で人の心を買うことは
できない
7

8. 世紀で最も希少なリソースは
アテンションである
8

9. 9
NO
BRAND’S LAND

10. E D E L M A N E A R N E D B R A N D J A P A N 10
14,000
1,000
14
2017 3 31 4 24
18
7
2

11. E D E L M A N E A R N E D B R A N D
 








11

12. E D E L M A N E A R N E D B R A N D 12
372017

13. E D E L M A N E A R N E D B R A N D J A P A N 13
32

14. E D E L M A N E A R N E D B R A N D J A P A N 14

15. E D E L M A N E A R N E D B R A N D J A P A N 15
42%
2017 2017
31%1
2
53% 51%

16. E D E L M A N E A R N E D B R A N D J A P A N 16

17. E D E L M A N E A R N E D B R A N D J A P A N
23%
31% 28% 28%
8%
11%
10% 11%31%
42%
38% 39%
Z
(18-22) (23-37)
X
(38-51) (52-71)
17
75%
73%
67%
66%
63%

18. E D E L M A N E A R N E D B R A N D J A P A N
27% 27%
31%
8% 11%
16%35%
38%
47%
18
共通の信念に基づき購買する人の所得別割合
70%
69%
67%
62%
62%

19. E D E L M A N E A R N E D B R A N D J A P A N 19
53%
53%
65%

20. E D E L M A N E A R N E D B R A N D J A P A N 20
43% 17%
3
57% 30%

21. 信念に対するこだわりに
応えなければならない
21

22. E D E L M A N E A R N E D B R A N D J A P A N 22

23. E D E L M A N E A R N E D B R A N D J A P A N 23
49%
Source: 2017 Edelman Earned Brand study.
Q17. (Top 4 Box, Agree.)
9
49%

24. E D E L M A N E A R N E D B R A N D J A P A N 24
35
35%
2

25. E D E L M A N E A R N E D B R A N D J A P A N 25
29
29%
2

26. E D E L M A N E A R N E D B R A N D J A P A N 26
20%
2

27. E D E L M A N E A R N E D B R A N D J A P A N 27

28. E D E L M A N E A R N E D B R A N D J A P A N

30. E D E L M A N E A R N E D B R A N D J A P A N 30

31. E D E L M A N E A R N E D B R A N D J A P A N 31

32. E D E L M A N E A R N E D B R A N D J A P A N

34. E D E L M A N E A R N E D B R A N D J A P A N 34
.
(%)
11
2
3
11
2
3
4
15
55
74 71 71

35. E D E L M A N E A R N E D B R A N D J A P A N 35

36. E D E L M A N E A R N E D B R A N D J A P A N 36

37. E D E L M A N E A R N E D B R A N D J A P A N 37
79
65 62 53
11
2
3
4

38. E D E L M A N E A R N E D B R A N D J A P A N 38
http://unitedpeople.jp

39. E D E L M A N E A R N E D B R A N D J A P A N 39
FROM TO

40. E D E L M A N E A R N E D B R A N D J A P A N
40
REI | #OPT OUTSIDE

41. 41
BEYOND NO
BRAND’S LAND