Downloaded 19 times
![BUT THEY STILL WANT MORE VALUE
FROM BRAND RELATIONSHIPS
Want more meaningful
relationships with brands
84%
24%
Think brands deliver
13
Q9: You will be presented with things that a brand could do to build and maintain a connection with you or
customers like you. For each one tell us if you feel that the brands that you like are currently doing each of
these things too much, just right, or not enough? [% who selected JUST RIGHT or NOT ENOUGH]
Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you
feel apply. [Average % who stated sharing statements applied to [BRAND]}
brandshareTM 2014 ©Daniel J. Edelman, Inc .](https://image.slidesharecdn.com/brandshare2014chinaen-shorterversion-1103-newpictures-150103211456-conversion-gate02/85/brandshare-China-Results-2014-13-320.jpg)
![THE NUMBER 1 BEHAVIOUR IN CHINA IS
ABOUT ONLINE INTERACTION
26%
80%
-54
PEOPLE SAY IT IS IMPORTANT
21%
-20
41%
Invites people to interact with brands online
(i.e. Games, social media)
GAP
GAP
14
brandshareTM 2014 ©Daniel J. Edelman, Inc .
HOW THEY THINK
BRANDS PERFORM
Q5: You will be presented with things that a brand can do to build and maintain a connection with
you or customers like you. Thinking about brands that you like, how important is each of the
following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply
to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing
statements applied to [BRAND]](https://image.slidesharecdn.com/brandshare2014chinaen-shorterversion-1103-newpictures-150103211456-conversion-gate02/85/brandshare-China-Results-2014-14-320.jpg)
![THEY ASK REAL CONVICTION FROM
BRANDS
24%
68%
-44
PEOPLE SAY IT IS IMPORTANT
19%
-54
73%
Takes a stand on issues I care aboutHas a clear mission and purpose at its core
GAP
GAP
15
brandshareTM 2014 ©Daniel J. Edelman, Inc .
HOW THEY THINK
BRANDS PERFORM
Q5: You will be presented with things that a brand can do to build and maintain a connection with
you or customers like you. Thinking about brands that you like, how important is each of the
following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply
to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing
statements applied to [BRAND]](https://image.slidesharecdn.com/brandshare2014chinaen-shorterversion-1103-newpictures-150103211456-conversion-gate02/85/brandshare-China-Results-2014-15-320.jpg)
![MORE INVOLVEMENT AND SUPPORT…
Helps people to achieve their goals
(being a great mom, being healthy etc.)
23%
70%
-47
Communicates openly and transparently
about how products are sourced and made
19%
57%
-38
PEOPLE SAY IT IS IMPORTANT
GAP
GAP
16
brandshareTM 2014 ©Daniel J. Edelman, Inc .
HOW THEY THINK
BRANDS PERFORM
Q5: You will be presented with things that a brand can do to build and maintain a connection with
you or customers like you. Thinking about brands that you like, how important is each of the
following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply
to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing
statements applied to [BRAND]](https://image.slidesharecdn.com/brandshare2014chinaen-shorterversion-1103-newpictures-150103211456-conversion-gate02/85/brandshare-China-Results-2014-16-320.jpg)
![Q5: You will be presented with things that a brand can do to build and maintain a connection with
you or customers like you. Thinking about brands that you like, how important is each of the
following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply
to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing
statements applied to [BRAND]
AND GREATER RESPONSIVENESS…
63%
22%
HOW THEY THINK
BRANDS PERFORM
GAP
-41
PEOPLE SAY IT IS IMPORTANT
66%
23%
- 43
Gives many ways to ask
questions and give opinions
Respond quickly to people’s concerns
and complaints
GAP
17
brandshareTM 2014 ©Daniel J. Edelman, Inc .](https://image.slidesharecdn.com/brandshare2014chinaen-shorterversion-1103-newpictures-150103211456-conversion-gate02/85/brandshare-China-Results-2014-17-320.jpg)
Uploaded byEdelman APACMEA
brandshare China Results 2014
The document discusses how brands can create value exchanges with consumers by meeting both emotional and rational needs. It presents findings from a study of 15,000 consumers in 12 countries about their needs and expectations from brands. The study found that while consumers contribute a lot to brands, they feel the relationship is often one-sided with little return value. Chinese consumers expressed more positive views of brands but still wanted more meaningful relationships. Across generations, consumers expected greater transparency, responsiveness, and brands taking stands on issues. Meeting both emotional and rational needs through behaviors like clear purpose and open communication was found to deliver stronger consumer outcomes. An emerging need state was described that drives greater value in brand relationships.
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brandshare China Results 2014
- 1. Presented by Edelman brandshareTM2014 ©Daniel J. Edelman, Inc . HOW BRANDS & PEOPLE CREATE A VALUE EXCHANGE
- 2. A VALUE EXCHANGESTARTS WITH PEOPLE’S NEEDS CONSUMER NEEDS 2 People’s needs have changed due to an increasingly complex and interconnected world. brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 3. CONSUMER NEEDS MATCHED BY WAYSBRANDS CAN FULFILL THESE NEEDS 3 BRAND BEHAVIORS Actions brands can take to fulfill these new consumer needs. brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 4. AND THE DELIVERYOF MUTUAL BENEFIT BRAND BEHAVIORS CONSUMER NEEDS 4 VALUE EXCHANGEQuantifiable value exchange based on shared contribution and benefit. brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 5. PEOPLEGeneral and influencer consumerpopulations who report at least a minimal level of engagement* with brands 15,000 IN 12 COUNTRIES AUSTRALIA BRAZIL CANADA CHINA FRANCE GERMANY INDIA JAPAN MEXICO TECH + ELECTRONICS TELECOMMUNICATIONS FOOD SOFT DRINKS + COFFEE BEER + SPIRITS CONSUMER HEALTH CPG/FMCG RETAIL FINANCIAL SERVICES ENERGY AUTOMOTIVE INDUSTRY SECTORS 30 MINUTE DURATION BRANDS48 multi-national brands, plus approx. 15 “local” brands per country 199 ACROSS ELEVEN THROUGH ONE ONLINE SURVEY 5 SECOND ANNUAL BRANDSHARE STUDY NETHERLANDS UK USA brandshareTM 2014 ©Daniel J. Edelman, Inc . *To participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. Brand engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter, wearing branded clothing, etc. CHINA2029 people Across 27+ metro-regions (controlled, distributed sample) About 48 multi-national brands, and 18 “local” brands We talked to
- 6. WE COMPARED CONSUMERNEEDS… 6 I can count on the brand to deliver consistent products or services 1 The brand delivers what I need from a product or service 2 I want to be associated with the brand The brand is an essential part of my life I respect the company’s leaders I feel good about this company’s commitment to its community I feel the brand cares about more than itself 1 2 3 4 5 I feel good buying this company’s products or services 6 7 I believe in the brand’s purpose8 9 brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 7. TO WAYS BRANDSCOULD FULFILL THESE NEEDS… Shares company history and heritage openly Openly shares its vision for the future Is open about company performance and holds leaders accessible Communicates transparently about how its products are sourced and manufactured Takes a stand on issues of importance to individual consumers Offers many ways for consumers to ask questions and share opinions Is quick to respond to people’s concerns and complaints Helps people achieve their personal goals Invites consumers to participate in events and live experiences Invites consumers to interact online Invites consumers to represent products and services to their social networks 7 Acts with a clear mission and purpose at its core1 2 3 4 5 6 Invites consumer participation in product development7 8 9 14 13 Uses its resources to drive change in the world12 11 10 brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 8. AND EVALUATED HOWTHEY COMBINE TO DELIVER BUSINESS OUTCOMES 8 Purchase Recommend Defend 1 2 3 Share Personal Information Share Brand Content 4 5 brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 9. WE LEARNED: The relationshipbetween brands and consumers is one- sided And a new consumer need state that drives value But there is value in meeting emotional needs in new ways
- 10. THERE`S LITTLE VALUE INTHE CURRENT EXCHANGE BETWEEN BRANDS AND PEOPLE 10 brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 11. PEOPLE CONTRIBUTE. BRANDSBENEFIT. THERE IS LITTLE VALUE EXCHANGE. Shared relationshipOne-sided relationship 66% 34% 11 Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information, stories, etc.) successfully share with you in return, or is it more of a one sided relationship? Q25: Do you think brands are motivated to share with you because they have a sincere commitment to their customers, or because they have a self-centered desire to increase profits? Sincere commitment to their customers Brands have self-centered desire to increase profits 70% 30% brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 12. CHINESE CONSUMERS AREMORE POSITIVE TOWARDS BRANDS. One-sided relationship 42% 12 Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information, stories, etc.) successfully share with you in return, or is it more of a one sided relationship? Q25: Do you think brands are motivated to share with you because they have a sincere commitment to their customers, or because they have a self-centered desire to increase profits? brandshareTM 2014 ©Daniel J. Edelman, Inc . Shared relationship 58% Brands have a self-centered desire to increase profits 49% Sincere commitment to their customers 51%
- 13. BUT THEY STILLWANT MORE VALUE FROM BRAND RELATIONSHIPS Want more meaningful relationships with brands 84% 24% Think brands deliver 13 Q9: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% who selected JUST RIGHT or NOT ENOUGH] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]} brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 14. THE NUMBER 1BEHAVIOUR IN CHINA IS ABOUT ONLINE INTERACTION 26% 80% -54 PEOPLE SAY IT IS IMPORTANT 21% -20 41% Invites people to interact with brands online (i.e. Games, social media) GAP GAP 14 brandshareTM 2014 ©Daniel J. Edelman, Inc . HOW THEY THINK BRANDS PERFORM Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]
- 15. THEY ASK REALCONVICTION FROM BRANDS 24% 68% -44 PEOPLE SAY IT IS IMPORTANT 19% -54 73% Takes a stand on issues I care aboutHas a clear mission and purpose at its core GAP GAP 15 brandshareTM 2014 ©Daniel J. Edelman, Inc . HOW THEY THINK BRANDS PERFORM Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]
- 16. MORE INVOLVEMENT ANDSUPPORT… Helps people to achieve their goals (being a great mom, being healthy etc.) 23% 70% -47 Communicates openly and transparently about how products are sourced and made 19% 57% -38 PEOPLE SAY IT IS IMPORTANT GAP GAP 16 brandshareTM 2014 ©Daniel J. Edelman, Inc . HOW THEY THINK BRANDS PERFORM Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]
- 17. Q5: You willbe presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND] AND GREATER RESPONSIVENESS… 63% 22% HOW THEY THINK BRANDS PERFORM GAP -41 PEOPLE SAY IT IS IMPORTANT 66% 23% - 43 Gives many ways to ask questions and give opinions Respond quickly to people’s concerns and complaints GAP 17 brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 18. EVERY GENERATION DEMANDSMORE VALUE MILLENNIALS GEN X BOOMER -54 -62Respond quickly to people’s concerns and complaints -70 -49 -53Communicates openly and transparently about how products are sourced and made -57 -39 -42Gives many ways to ask questions and give opinions -41 -34 -37Invites people to be a part of the development and refinement process -38 -38 -38Has a clear mission and purpose at its core -34 -35 -38Uses its resources to drive change in the world -33 -32 -34Lets people know the company’s mission and vision for the future -34 -37 -38Takes a stand on the issues I care about most -33 18 GAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 19. EMOTIONAL AND RATIONAL NEEDS AREMERGING 19 brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 20. EMOTIONAL AND RATIONALNEEDS ARE MERGING .25 .3 .35 .4.2.15 RATIONAL EMOTIONAL 20 .3 .25 .2 .15.35.4 ACTS WITH CLEAR MISSION AND PURPOSE AT ITS CORE GIVES MANY WAYS TO ASK QUESTIONS AND GIVE OPINIONS QUICKLY RESPONDS TO PEOPLE’S CONCERNS AND COMPLAINTS MOST IMPACT LEAST IMPACT MOST IMPACT brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 21. SHARE BRAND CONTENT PURCHASE DEFENDRECOMMEND SHARE PERSONAL INFO WILLNOT BRAND BEHAVIORS THAT MEET EMOTIONAL AND RATIONAL NEEDS DELIVER GREATER PURCHASE, DEFENSE AND RECOMMENDATION 21 EMOTIONAL + RATIONAL EMOTIONAL RATIONAL DEFINITELY WILL 4 5 6 7 8 9 10 3 2 1 +4% +5% +1% brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 22. A NEW CONSUMERNEED STATE HAS EMERGED THAT DRIVES VALUE 22 brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 23. I feel goodabout this company’s commitment to its community 23 I feel the brand cares about things other than itself I believe in the brand’s purpose FULFILLING SOCIETAL NEEDS DRIVES BUSINESS OUTCOMES brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 24. Takes a standon the issues I care about most Helps people achieve their personal goals Invites people to help represent products and services to others Invites people to be a part of the development and refinement process for products or services SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY 24 TOP FOUR BRAND BEHAVIORS THAT CORRELATE TO CONSUMERS’ SOCIETAL NEEDS brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 25. MEETING PEOPLE’S THREENEEDS STATES COMPOUNDS BENEFIT TO BRANDS PURCHASE+6% DEFEND+7% RECOMMEND+10% SHARE PERSONAL INFO+6% SHARE BRAND CONTENT+7% 25 RATIONAL EMOTIONAL SOCIETAL brandshareTM 2014 ©Daniel J. Edelman, Inc . + +
- 26. HOW CAN BRANDSIN CHINA FILL THE GAPS AND CREATE BETTER VALUE EXCHANGE? 26 brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 27. LISTEN, LEARN ANDADAPT BASED ON WHAT PEOPLE TELL YOU ABOUT THEMSELVES AND YOUR BRAND PROTECT YOUR BRAND BY INCORPORATING CUSTOMER SERVICE INTO YOUR MARKETING STRATEGY ALWAYS ON & ALWAYS ADAPTING OF RESPONDENTS FEEL THEY SHOULD BE ABLE TO COMMUNICATE AND INTERACT WITH BRANDS QUICKLY, IN REAL-TIME86% 27 brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 28. STORYTELLING: IT`S ABOUT THEM. SUPPORTCONSUMERS IN ACHIEVING THEIR OWN GOALS PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM 28 OF RESPONDENTS THINK IT’S IMPORTANT TO INVITE PEOPLE TO BE A PART OF THE PRODUCT/SERVICE DEVELOPMENT AND REFINEMENT PROCESS%61 brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 29. ALIGN MARKETING ANDCORPORATE COMMUNICATIONS EFFORTS TO ENSURE YOUR STORY IS HEARD AND SHARED EVOLVE YOUR BRAND TO INCLUDE BOTH BRAND PROMISE AND BRAND PURPOSE CONVICTION & COMMITMENT OF CONSUMERS BELIEVE BRANDS MUST HAVE A CLEAR REASON OR PURPOSE 63% 29 brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 30. CONSUMER ACTIONS CONSUMER NEEDS RECOMMEND DEFEND PURCHASE 30 BRAND BEHAVIORS RATIONAL EMOTIONAL MOVING FROM ATRANSACTION-BASED VALUE EQUATION… brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 31. CONSUMER ACTIONS CONSUMER NEEDS RECOMMEND DEFEND PURCHASE 31 BRAND BEHAVIORS RATIONAL EMOTIONAL SHARE PURCHASE INFO SHARE BRAND CONTENT SOCIETAL TO ONE THAT’SDYNAMIC AND MULTIDIMENSIONAL brandshareTM 2014 ©Daniel J. Edelman, Inc .
- 32. THANK YOU Copyright ©2014Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, inc. (“Edelman”).