This document summarizes the findings of a global survey on consumer relationships with brands. The survey found that most consumers want more meaningful relationships with brands but feel current relationships offer little value. Specifically, consumers want brands to be more responsive, invite participation, and demonstrate real conviction through their mission and actions. However, brands are generally not meeting these expectations. The document recommends that brands focus on storytelling, participation, brand purpose in addition to brand promises, and listening and adapting to consumer needs in order to develop more meaningful relationships.

1. brandshareTM2014© Daniel J. Edelman, Inc.
HOW BRANDS & PEOPLE CREATEA VALUE EXCHANGE

2. 2
brandshareTM 2014 © Daniel J. Edelman, Inc .
9 OUT OF 10 CONSUMERS GLOBALLY WANT A MORE
MEANINGFUL RELATIONSHIP WITH BRANDS

3. 3
brandshareTM 2014 © Daniel J. Edelman, Inc .
THE LANDSCAPE IS CHANGING.
-WHY WE STARTED DOING THIS SURVEY -

4. PEOPLE
General and influencer consumer populations who report at least a minimal level ofengagement* with brands
15,000
IN 12 COUNTRIES
AUSTRALIABRAZIL
CANADA
CHINA
FRANCE
GERMANY
INDIA
JAPAN
MEXICO
SOFT DRINKS + COFFEE
BEER + SPIRITS
CONSUMER HEALTH
CPG/FMCG
RETAIL
TECH + ELECTRONICS
TELECOMMUNICATIONS
FOOD
FINANCIAL SERVICES
ENERGY
AUTOMOTIVE
30 MINUTE DURATION
BRANDS
48 multi-national brands, plus approx. 15 “local” brands per country
199
ACROSS ELEVEN
THROUGH ONE
ONLINE
SURVEY
4
BRANDSHAREMETHODOLOGY OVERVIEW
NETHERLANDS
UK
USA
brandshareTM2014© 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.
JAPAN
1038 people
Across8 regions (controlled, distributed sample)
About 48 multi-national brands, and 7“local” brands
We talked to
INDUSTRYSECTORS

5. WE COMPARED CONSUMER NEEDS…
5
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
3
4
5
I feel good buying
this company’s
products or services
6
7
I believe in the
8 brand’s purpose
9
brandshareTM 2014 © Daniel J. Edelman, Inc .

6. TO WAYS BRANDS COULD 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
6
Acts with a clear mission and
1 purpose at its core
2
3
4
5
6
Invites consumer participation in
product development 7
8
9
14
13
Uses its resources to drive
12 change in the world
11
10
brandshareTM 2014 © Daniel J. Edelman, Inc .

7. AND EVALUATED HOW THEY COMBINE TO DELIVER BUSINESS OUTCOMES
7
Purchase
Recommend
Defend
1
2
3
Share Personal Information
Share Brand Content
4
5
brandshareTM2014© Daniel J. Edelman, Inc.

8. WE LEARNED THAT:
There is little value for the
consumer in the current
relationships.
But the good news is,
• We can create more
meaningful relationships by
changing how we interact with
and fulfil consumer needs
• There is a local and global
opportunity for brands
8
brandshareTM 2014 © Daniel J. Edelman, Inc .

9. LITTLE VALUE FOR
THE CONSUMER
9
brandshareTM 2014 © Daniel J. Edelman, Inc .

10. PEOPLE CONTRIBUTE. BRANDS BENEFIT.
THERE IS LITTLE VALUE EXCHANGE.
One-sided relationship
66%
10
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 .
Brands have self-centered
desire to increase profits
70%
51%
One-sided relationship
65%
Brands have self-centered
desire to increase profits

11. CONTENT ALONE WON’T CUT IT FOR PEOPLE
11
20%
brandshareTM 2014 © Daniel J. Edelman, Inc .
37%
80%
Just compelling content
63%
A clear reason or purpose for
sharing must be involved
Q23: For brands to share successfully, which of the following would you say is most important? [% who
selected CLEAR REASON OR PURPOSE FOR SHARING or COMPELLING CONTENT TO SHARE]

12. AND BRANDS HAVE TO BE READY 12
OF RESPONDENTS FEEL THEY SHOULD BE ABLE TO COMMUNICATE AND INTERACT WITH BRANDS QUICKLY, IN REAL-TIME
87
%
brandshareTM2014© Daniel J. Edelman, Inc.
80
%

13. PEOPLE WANT MORE VALUE FROM
BRAND RELATIONSHIPS
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 .
17%
Think brands deliver
11%
Want more meaningful relationships
with brands
% 87 94%

14. 14
brandshareTM2014© Daniel J. Edelman, Inc. HOW DO WE NEED TO INTERACT: PEOPLE WANT BRANDS TO BE

15. 15
brandshareTM2014© Daniel J. Edelman, Inc.
78%
59%
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]
PEOPLE WANT BRANDS TO BE RESPONSIVE,
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
PEOPLE SAY IT IS IMPORTANT
PEOPLE SAY IT IS IMPORTANT

16. 16
brandshareTM2014© Daniel J. Edelman, Inc.
52%
68%
PEOPLE DEMAND TO BE INVOLVED,
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
PEOPLE SAY IT IS IMPORTANT
PEOPLE SAY IT IS IMPORTANT
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]

17. 17
brandshareTM2014© Daniel J. Edelman, Inc.
58%
52%
PEOPLE DEMAND REAL CONVICTION FROM BRANDS.
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
PEOPLE SAY IT IS IMPORTANT
PEOPLE SAY IT IS IMPORTANT
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]

18. 18
brandshareTM2014© Daniel J. Edelman, Inc.
61%
45%
78%
59%
39%
49%
52%
68%
38%
39%
58%
52%
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]
THE URGENCY IS EVEN GREATER GLOBALLY
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
PEOPLE SAY IT IS IMPORTANT

19. 19
brandshareTM2014© Daniel J. Edelman, Inc.
17%
18%
12%
12%
11%
15%
11%
16%
13%
15%
21%
13%
PEOPLE THINK BRANDS PERFORM
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]
BRANDS ARE NOT PERFORMING WELL ENOUGH.
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
THOUGH SOME ARE CATCHING ON OVERSEAS

20. 20
brandshareTM2014© Daniel J. Edelman, Inc.
0
5
10
10
17
24
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
DEMAND IS STRONGER OVERSEAS
BRANDS PERFORM BETTER OVERSEAS
pts
pts
+
+
GOING FROM DOMESTIC TO GLOBAL = PURPOSE IS KEY.

21. BEHAVE THIS WAY AND BRANDS
CAN MEET NEW CONSUMER NEEDS
21
Responsiveness
Participation
Purpose-driven
brandshareTM 2014 © Daniel J. Edelman, Inc .
Rational+ Emotional

22. 22
brandshareTM 2014 © Daniel J. Edelman, Inc .
HOW DO WE NEED TO FULFIL NEEDS:
SOCIETAL NEED IS GROWING

23. I feel good about 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. SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY
24
brandshareTM2014© Daniel J. Edelman, Inc.
1.Lets people know the company’s mission and visionfor the future
2.Uses its resources to drive changein the world
3.Invites people to interact with the brand via in- person experiences
4.Invites people to be a part of the developmentand refinement processfor products or services
1.Takes a stand on the issues I care about most
2.Uses its resources to drive changein the world
3.Invites people to be a part of the developmentand refinement processfor products or services
4.Lets people know the company’s mission and visionfor the future
TOP FOUR BRAND BEHAVIORS THAT CORRELATE TO CONSUMERS’ SOCIETAL NEEDS

25. MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS
BENEFIT TO BRANDS
25
RATIONAL
EMOTIONAL
SOCIETAL
brandshareTM 2014 © Daniel J. Edelman, Inc .
+
+
PURCHASE + 8%
DEFEND +10%
RECOMMEND +12%
SHARE PERSONAL INFO +11%
SHARE BRAND CONTENT +12%
+ 6%
+11%
+13%
+10%
+12%

26. WHAT NEXT?
26
brandshareTM 2014 © Daniel J. Edelman, Inc .

27. WHY?
27
Responsiveness
Participation
Purpose-driven
brandshareTM 2014 © Daniel J. Edelman, Inc .
Rational+ Emotional
Societal

28. STORYTELLING & STORYSHARING
RECOGNISE THAT PARTICIPATION COMES IN MANY FORMS
PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM
28
brandshareTM2014© Daniel J. Edelman, Inc.

29. ALIGN MARKETING AND CORPORATE COMMUNICATIONS EFFORTS TO ENSURE YOUR STORY IS HEARD AND SHARED
EVOLVE YOUR BRAND TO INCLUDE BOTH BRAND PROMISE AND BRAND PURPOSE
CONVICTION & COMMITMENT
29
brandshareTM2014© Daniel J. Edelman, Inc.

30. LISTEN, LEARN AND ADAPT 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 30
brandshareTM2014© Daniel J. Edelman, Inc.

31. 31
MOVING FROM A TRANSACTION-BASED VALUE EQUATION …
brandshareTM2014© Daniel J. Edelman, Inc.

32. CONSUMER
ACTIONS
CONSUMER
NEEDS
RECOMMEND
DEFEND
PURCHASE
32
BRANDSHARE
BEHAVIOURS
RATIONAL
EMOTIONAL
SHARE
PERSONAL
INFO
SHARE
BRAND
SOCIETAL CONTENT
TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL
brandshareTM 2014 © Daniel J. Edelman, Inc .

33. THANK YOU
Copyright ©2014 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and proprietary to Daniel J. Edelman, inc. (“Edelman”).

34. brandshareJapan@edelman.com