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
There is no magic formula to building trust among food and beverage industry stakeholders, but there are actions individual companies and organizations can take to establish and maintain trust in this environment. This year, Edelman’s 2016 TRUST BAROMETER offers a five-step recipe for increasing trust levels in food and beverage.
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.
2017 Edelman TRUST BAROMETER™- Global ResultsEdelman
The 2017 Edelman TRUST BAROMETER™ reveals that trust is in crisis around the world. The general population’s trust in the institutions of business, government, NGOs, and media declined broadly, a phenomenon not recorded since Edelman began tracking trust in 2001.
For more information, visit www.edelman.com/trust2017
January 17, 2017 Correction: A previous version of this report incorrectly represented the data associated with “Leave the EU” and “Remain in the EU” on slide 30. The numbers reflected have been updated.
Copyright (c) 2017 Daniel J. Edelman, Inc. All rights reserved.
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
Edelman Trust Barometer 2016 - UK ResultsEdelman_UK
The 2016 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
The 2016 Edelman Trust Barometer surveyed more than 33,000 respondents with an oversample of 1,150 general population respondents ages 18 and over and 500 informed public respondents in the U.S. and China and 200 informed public respondents in all other countries representing 15 percent of the total population across 28 countries. All informed publics met the following criteria: ages 25-64, college-educated; household income in the top 25 percent for their age in their country; report significant media consumption and engagement in business news and public policy. The 2016 Trust Barometer UK Supplement was fielded from 11th – 13th January. The survey consists of 1,000 general online population with Informed Publics occurring naturally in the population sample. Additional boost samples of 250 low income households and 100 high net worth individuals have been included in the UK Supplement.
There is no magic formula to building trust among food and beverage industry stakeholders, but there are actions individual companies and organizations can take to establish and maintain trust in this environment. This year, Edelman’s 2016 TRUST BAROMETER offers a five-step recipe for increasing trust levels in food and beverage.
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.
2017 Edelman TRUST BAROMETER™- Global ResultsEdelman
The 2017 Edelman TRUST BAROMETER™ reveals that trust is in crisis around the world. The general population’s trust in the institutions of business, government, NGOs, and media declined broadly, a phenomenon not recorded since Edelman began tracking trust in 2001.
For more information, visit www.edelman.com/trust2017
January 17, 2017 Correction: A previous version of this report incorrectly represented the data associated with “Leave the EU” and “Remain in the EU” on slide 30. The numbers reflected have been updated.
Copyright (c) 2017 Daniel J. Edelman, Inc. All rights reserved.
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
Edelman Trust Barometer 2016 - UK ResultsEdelman_UK
The 2016 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
The 2016 Edelman Trust Barometer surveyed more than 33,000 respondents with an oversample of 1,150 general population respondents ages 18 and over and 500 informed public respondents in the U.S. and China and 200 informed public respondents in all other countries representing 15 percent of the total population across 28 countries. All informed publics met the following criteria: ages 25-64, college-educated; household income in the top 25 percent for their age in their country; report significant media consumption and engagement in business news and public policy. The 2016 Trust Barometer UK Supplement was fielded from 11th – 13th January. The survey consists of 1,000 general online population with Informed Publics occurring naturally in the population sample. Additional boost samples of 250 low income households and 100 high net worth individuals have been included in the UK Supplement.
Das Vertrauen der Deutschen in die hiesige Finanzbranche ist auch fast zehn Jahre nach der Finanzkrise noch stark angeschlagen, das zeigen die Ergebnisse des Edelman Trust Barometers 2016.
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
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.
2018 Edelman Trust Barometer - South Africa ReportEdelman
The Edelman Trust Barometer revealed that 20 of the 28 markets surveyed now fall into the category of distrusters, with South Africa’s Trust Index decreasing four points and dropping to the third least-trusting market.
Read more: http://edl.mn/2tnraZK
L’indagine è stata realizzata fra il 13 ottobre e il 24 novembre del 2014 in 27 Paesi con interviste online a 33.000 persone, 6.000 delle quali definite come “élite” per il livello socio-culturale dei partecipanti di età compresa fra i 25 e i 64 anni. L’indagine, giunta alla sua quindicesima edizione, è condotta dalla società Edelman Berland.
Per ulteriori informazioni visitare www.edelman.com/trust2015
The 2017 Edelman Earned Brand study set out to understand how polarizing societal issues are affecting the consumer/brand relationship and uncover how brands can achieve a deeper connection with consumers. The study’s findings can help provide a roadmap for financial services companies navigating this new normal.
This year, the Edelman Trust Barometer asked about the importance and performance of several behaviors regarding the financial services industry. The gaps shown in this graphic detail the divide in behaviors of financial services companies, including contributing to the greater good and effectively representing interests of all stakeholders.
Explore the results for more: www.edelman.com/trust2017
Edelman Trust Barometer: Global Energy Industry Edelman
Global trends are driving much of the energy conversation, from private businesses and public policymakers, to consumers, shareholders and other stakeholders. There is a need and struggle to balance economic, environmental, security and societal concerns related to energy demand, production and impact. When it comes to having a license to lead and operate in the energy space, the stakes are high, and trust and reputation are critical. Edelman works with clients to look at their business objectives through a lens of trust.
In 2012, trust in financial services was at 43 percent on a global basis. In 2016, global trust in this industry is at 51 percent – an 8-point increase over this five-year period, the most of any industry the barometer surveys.
Financial services, however, is still the least trusted industry we survey. Trust is too fragile, and today’s financial services climate is too unpredictable for companies to rest on their laurels. The industry needs to continue to be dynamic and double-down on trust building solutions.
Edelman Trust Barometer 2017 - UK ResultsEdelman_UK
The 2017 Edelman Trust Barometer is the firm’s 17th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
Das Vertrauen der Deutschen in die hiesige Finanzbranche ist auch fast zehn Jahre nach der Finanzkrise noch stark angeschlagen, das zeigen die Ergebnisse des Edelman Trust Barometers 2016.
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
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.
2018 Edelman Trust Barometer - South Africa ReportEdelman
The Edelman Trust Barometer revealed that 20 of the 28 markets surveyed now fall into the category of distrusters, with South Africa’s Trust Index decreasing four points and dropping to the third least-trusting market.
Read more: http://edl.mn/2tnraZK
L’indagine è stata realizzata fra il 13 ottobre e il 24 novembre del 2014 in 27 Paesi con interviste online a 33.000 persone, 6.000 delle quali definite come “élite” per il livello socio-culturale dei partecipanti di età compresa fra i 25 e i 64 anni. L’indagine, giunta alla sua quindicesima edizione, è condotta dalla società Edelman Berland.
Per ulteriori informazioni visitare www.edelman.com/trust2015
The 2017 Edelman Earned Brand study set out to understand how polarizing societal issues are affecting the consumer/brand relationship and uncover how brands can achieve a deeper connection with consumers. The study’s findings can help provide a roadmap for financial services companies navigating this new normal.
This year, the Edelman Trust Barometer asked about the importance and performance of several behaviors regarding the financial services industry. The gaps shown in this graphic detail the divide in behaviors of financial services companies, including contributing to the greater good and effectively representing interests of all stakeholders.
Explore the results for more: www.edelman.com/trust2017
Edelman Trust Barometer: Global Energy Industry Edelman
Global trends are driving much of the energy conversation, from private businesses and public policymakers, to consumers, shareholders and other stakeholders. There is a need and struggle to balance economic, environmental, security and societal concerns related to energy demand, production and impact. When it comes to having a license to lead and operate in the energy space, the stakes are high, and trust and reputation are critical. Edelman works with clients to look at their business objectives through a lens of trust.
In 2012, trust in financial services was at 43 percent on a global basis. In 2016, global trust in this industry is at 51 percent – an 8-point increase over this five-year period, the most of any industry the barometer surveys.
Financial services, however, is still the least trusted industry we survey. Trust is too fragile, and today’s financial services climate is too unpredictable for companies to rest on their laurels. The industry needs to continue to be dynamic and double-down on trust building solutions.
Edelman Trust Barometer 2017 - UK ResultsEdelman_UK
The 2017 Edelman Trust Barometer is the firm’s 17th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
Edelman Trust Barometer 2016 - UK Energy Sector ResultsEdelman_UK
The last 18 months have marked one of the most turbulent times in energy industry history. World-renowned energy expert and chairman of IHS Daniel Yergin said, “The energy industry has never faced so many questions about what its future will look like.” In today’s complex operating environment, the Edelman Trust BarometerTM underscores that trust is an asset that enterprises must understand and properly manage in order to be successful.
2017 Edelman Trust Barometer - Canadian ResultsEdelman
The Canadian data this year Edelman Trust Barometer uncovers some very worrying trends that we ignore at our peril. And this is true whether you hail from a business, the government or the media.
Take a look at the results of this year’s Trust Barometer in Canada.
The 2016 Edelman Trust Barometer shares disturbing news about a widening gap in trust in all major institutions between the informed public and mass population.
The story for the healthcare industry is a cautionary tale and one that bears watching. At a global level, and using general population (informed public plus mass population) findings* with 28 countries surveyed, healthcare is near the bottom with a trust score of 61, just ahead of Telecommunications, Energy and Financial Services.
View the presentation for details.
Estudo realizado nos Estados Unidos com o objetivo de descobrir como as pessoas definem “bem-estar”, o que precisam para alcançá-lo, quais as barreiras que enfrentam e de que forma as marcas estão ajudando seus públicos neste objetivo. As entrevistas foram realizadas com 1.053 norte-americanos, entre 11 e 26 de novembro de 2015. Os principais achados da pesquisa foram a base para identificar tendências de comportamento e aprofundamento nas questões mais presentes da realidade brasileira. Por meio de desk research, foram monitoradas matérias, artigos e publicações por 6 meses (dez/15 maio/16) a respeito dos eixos correlacionados a definição e obtenção do “bem-estar”.
The findings of the 2017 Trust Barometer help explain provide a roadmap for understanding the forces shaping these movements and events, the shifts in influence and power as the tide of populist action sweeps across many western-style democracies around the world.
Explore Trust in Technology: www.edelman.com/trust2017
2016 Edelman Trust Barometer - Trust and the CEOEdelman
As part of this year’s Edelman Trust Barometer, we conducted a special piece of supplementary research on trust in the CEO. The findings included in this presentation reveal a critical trust challenge for CEOs but also a rich opportunity for leadership. We believe a new model of CEO leadership is emerging and there are clear actions a CEO can take to rebuild trust and credibility.
Votação do Impeachment – Manifestações DigitaisEdelman
O estudo tem como objetivo analisar de forma quantitativa e qualitativa as conversas acerca da votação do impeachment, ocorridas no Twitter entre os dias 11 e 17 de abril de 2016. Para esta análise, direcionamos o olhar aos grupos pró e contra a permanência do atual governo a partir de uma dicotomia simples e semântica: “impeachment” e “golpe”. A análise inclui o perfil do público, a identificação das cidades mais ativas, as palavras mais usadas, os maiores influenciadores, os assuntos e hashtags mais populares.
Pesquisa anual, O Edelman Trust Barometer 2017 mensura a Confiança das sociedades de 28 países, incluindo o Brasil, nas instituições Governo, Empresas, ONGs e Mídia. A partir de 33.000 entrevistas, nesta edição, aponta os reflexos na política e nos negócios, aborda questões como a onda populista e discute como as lideranças empresariais podem operar e encontrar oportunidades nesse cenário. Aqui você vai encontrar os resultados voltados para o mercado brasileiro.
2017 Edelman Trust Barometer - California ResultsEdelman
For 17 years, the Edelman Trust Barometer has measured trust in institutions including business, media, NGOs and government. View the California Trust survey results.
Read the full global results at www.edelman.com/trust2017
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
Before starting any major campaign or re-branding, it is to your benefit to conduct a Brand Audit. Brand audits take a look at what you, your employees, your customers, and your marketplace is saying about your brand. View this presentation to learn more about what conducting a brand audit would mean for you.
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.
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.
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.
Extensive Social Insights on the Retail IndustryBrandwatch
This Retail Report investigates over 10 million online conversations surrounding 43 major retailers, uncovering:
- The Retail Social Index
- Brand-audience relationships
- Retailers' response rates
- Demographic analysis
- Analysis on retail pharmacies
An introduction to Useful Brands from a Byte Breakfast event, presented by 383 co-founder John Newbold.
http://383project.com/blog/useful-brands-byte-breakfast/
2020 Edelman Trust Barometer Spring Update UKEdelman_UK
The 2020 Edelman Trust Barometer Spring Update reveals trust in government has reached record levels amongst Britons, rising more than any other country surveyed for a special pandemic edition of the Edelman Trust Barometer released today.
The 2020 Edelman Trust Barometer is the firm’s 20th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
Edelman Trust Barometer 2019 - UK ResultsEdelman_UK
The 2019 Edelman Trust Barometer is the firm’s 19th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
Edelman Trust Barometer 2018 - UK ResultsEdelman_UK
The 2018 Edelman Trust Barometer is the firm’s 18th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
2017 Edelman Trust Barometer Special Report: Institutional InvestorsEdelman_UK
The 2017 Edelman Trust Barometer Special Report: Institutional Investors, a survey of institutional investors who invest in global equities highlights emerging business risks and opportunities for companies, their boards, and management to build and maintain trust with the financial community.
The inaugural report reveals that roughly half of institutional investors think that most companies do not acknowledge the risks to their business from the current political climate, reflecting broader concerns raised in the Trust Barometer Global Report 2017.
Edelman Trust Barometer 2015 - UK Results Edelman_UK
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. The survey was powered by research firm Edelman Berland and consisted and sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 markets.
It measures trust across a number of institutions, sectors and geographies
Energy - Edelman Trust Barometer 2014, UK DataEdelman_UK
The UK energy sector results from the 2014 Edelman Trust Barometer.
The annual Trust Barometer is the largest study of its kind, and explores rising and falling levels of trust across twenty-seven markets, and 33,000 people; considering different industry sectors; as well as the impact and perception of government, business, media and society
Following George Osborne's Budget Statement announcement, Edelman's polling shows the UK general population's sentiment towards the Budget and key political parties.
Facebook Search: How content and the value of the ‘like’ will affect results ...Edelman_UK
Facebook Graph Search is the search engine inside Facebook.
You can use it to find photos, restaurants, places, and new and old friends. It works by joining up all the different data points you and all your friends have entered into Facebook and returning relevant results based on how they are all connected. For example, you can search for ‘restaurants in London my friends like’. The algorithm uses all your friends’ check-ins and ‘likes’ related to restaurants in London to give you a list of restaurants that, if you can trust your friends, you’ll like too.
This work explores the notion that SEO for Graph Search will be a battleground for companies and brands vying for the top spot in search results just like in Google.
However, there will be a difference in how Facebook determines which company, brand, or piece of content ranks better than others. I propose that each individual and brand on Facebook will have an authority score, similar to Klout®. This ultimately will mean that the value of each person’s like, or opinion, will vary.
Brands, companies, and individuals will then be judged based on the quality of their fan base, and by extension, the quality of the friends of each of their fans. How qualified a fan is will reflect how relevant the fan’s interests, personal details, such as education and place of work, and Facebook connections are to the brand.
The 14th annual Trust Barometer is the largest study of its kind, and explores rising and falling levels of trust across twenty-seven markets, and 33,000 people; considering different industry sectors; as well as the impact and perception of government, business, media and society.
In today’s world, the growing need for insight and perspective from plugged-in individuals across the world, in real-time, is an imperative; not only is it crucial to ensuring we become better communicators, decided strategic thinkers and more inspired human beings who always remain relevant and at the fore, it’s fun to see what the world is up to!
In looking at trends and movements within different countries and how these develop and evolve, it is especially inspiring to witness the micro, grass roots activities of small communities become impactful beyond their original incarnation and alongside this, the social narrative that tells the story as these movements develop into what we call trends.
We welcome even more contributors to this issue from our offices in Brazil and Nigeria, both of whom have provided us with exciting insights into their markets and the happenings in their region.
As always, please feel free to contact us with any thoughts, questions or feedback on trend@edelman.com
Edelman Social Entertainment Survey ResultsEdelman_UK
Edelman’s annual study into Entertainment trends is now in its sixth year. The research tracks the impact of social media and new platforms on entertainment audiences in the UK and US, revealing the key issues that entertainment brands and communication professionals should consider when looking to engage audiences with content
Edelman Social Entertainment - Slide DeckEdelman_UK
This year’s study “Value and Engagement in an Era of Social Entertainment and Second Screens” marks a three year high in how audiences perceive the value of content. The study reveals that the internet’s influence on how entertainment content is consumed and shared continues to grow. Alongside this growth, consumers are increasingly active in sharing their likes and dislikes, both via word of mouth and online. The study illustrates a ‘Conversation Curve’ with most audiences looking to share content they have liked and disliked after they have consumed it, not during the experience. Consumers are also keen to stay in control and not be replaced by notification and recommendation technologies.
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.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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?
86%rely on peer sources to
learn about brands
68% rely on peer sources
for buying decisions
66%use/woulduse
ad blockers
Your consumer relationship
“I rely on my peers to reassure me.
Because their experience is my evidence.”
- Earned Brand 2015
Q31 (Top 4 Box “Rely on most,” net of 3 items), Q32 (Net of 5 items), Q33 (Net of 3 items) Earned Brand 2016 United Kingdom | 4
5. Meeting their growing
expectations?
51% will not buy if a brand fails
to meet societal obligations
48%doing good should be
part of a brand’s DNA
Your consumer relationship
45%brands cando more to solve
societal ills than government
Q17 (Top 4 Box “Agree”), Q20 (Net of 3 items) Earned Brand 2016 United Kingdom | 5
8. 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?
9. 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 | 9Unless otherwise specified, all data is from the Earned Brand 2016 study. The full text of the questions referenced in the report appear in the
endnotes. Full explanations of the Brand Relationship Index and other analyses performed appear in the methodology section of the Appendix.
10. 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 | 10
11. What is your
favorite brand
– one you already buy –
in this category?
Earned Brand 2016 Global | 11
Edelman
Brand
Relationship
Index
12. 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 | 12See Appendix for a full explanation of the seven dimensions of the consumer-brand relationship.
Edelman
Brand
Relationship
Index
13. The Edelman Brand Relationship Index
is the average of the
seven dimensions
Earned Brand 2016 Global | 13
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
See Appendix for a full explanation of how the Index was built.
0-100
Edelman
Brand
Relationship
Index
14. The score falls short
of the full potential
Relationship strength
0 10020 40 60 80
The Edelman
Brand Relationship Index
U.K. Average
33
See Appendix for a full explanation of how the Index was built. Earned Brand 2016 United Kingdom | 14
15. 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
See Appendix for a full explanation of how the Index was built. Earned Brand 2016 Global | 15
16. The consumer-brand relationship
falls shortacross categories
2016 Edelman Brand Relationship Index by category
See Appendix for a full explanation of how the Index was built. Earned Brand 2016 United Kingdom | 16
40 39 36 36 36 35 35 34 34
32 32 32 31 31 29 29 28 26
17. Earned Brand 2016 United Kingdom | 17
falls shortacross demographics
The consumer-brand relationship
2016 Edelman Brand Relationship Index
Generation Gender
See Appendix for a full explanation of how the Index was built.
36 3036 39 33 26 30
19. Earned Brand 2016 Global | 19
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.
See Appendix for a full explanation of how the five relationship stages were created.
20. So far they’re involved, but
commitment is the last mile
Strength of relationship with the
favorite brand they buy in a category
33
The Edelman
Brand Relationship Index
U.K. Average
See Appendix for a full explanation of how the Index was built. Earned Brand 2016 United Kingdom | 20
21. Commitmentwithin reach–
for all brand categories
Percent of relationships in category that are committed
Committed
7%
7%
8%
13%
6%
5%
10%
15%
9%9%
8%8%
6%
Automobile
Social
media
Mobile
carriers
Financial
services
Grocery
stores
Credit
cards
Travel
Personal
care
Retailers
Food
and
beverage
Beer,
wine, and
spirits
Utilities
Prescription
medicines
Home
energy
management
Household
products
OTC
medicines
“Committed” is the last stage on the Earned Brand Relationship Index.
See Appendix for a full explanation of how the five relationship stages were built.
Earned Brand 2016 United Kingdom | 21
7%
6%
Fashion
6%
Luxury
goods
12%
7%
22. 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 | 22
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
Q14, ways in which consumers can support a brand.
23. 0
80
60
40
20
Earned Brand 2016 United Kingdom | 23
The untapped opportunity
Percent of buyers who will
buy first and stay loyal
Q14 (Top 4 Box, “Describes me”.) Average of items associated with buying first and staying loyal
by relationship level. See Appendix for a full explanation for how the five relationship stages were built.
Interested Involved Invested CommittedIndifferent
Clear majority of buyers
will buy first
and stay loyal
24. Earned Brand 2016 Global | 24
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
Q14, ways in which consumers can support a brand.
25. 0
80
60
40
20
Earned Brand 2016 United Kingdom | 25
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
Q14 (Top 4 Box, “Describes me”.) Average of items associated with advocating and defending
by relationship level. See Appendix for a full explanation for how the five relationship stages were built.
26. Interested Involved Invested CommittedIndifferent
The 4 consumer
behaviors that
increase the most
fromInvolved
toCommitted
I participate in creating
the brand’s content
Owned
+43
+40
+36
+34
I like/rate what the brand is
saying on social media
I advocate for this brand even
when I am not directly asked
for advice
I am one of the first to try the
new products/services of this
brand when they come out
Difference between the percent of
Involved consumers who will take an
action and the percent of Committed
consumers who will take the same action
Q14 (Top 4 Box, “Describes me”.) Behaviors that had the greatest percentage point increase from the Involved to the Committed
relationship levels. See Appendix for a full explanation of how the five relationship stages were built.
Earned Brand 2016 United Kingdom | 26
28. 30%
Q30 (Regular Usage), (Traditional media callout is a net of 5 items)
49%
68% regularly use traditional
media sources for
information about brands
The brand’s
website
Shopping/retail
websites not
owned by brand
27%
Blogs
19%
Television
Earned Brand 2016 United Kingdom | 28
Learning about brands:
earned media matters
Percent who use each media type regularly
Search
engines
News
articles
Social media
sites
39%
69%
The radio Magazines
28%
60% 52% 47% 41%
29. Interested Involved Invested CommittedIndifferent
Advertising buys Interest
34% Advertising is
primary point
of engagement
24%
28%
Paid
Peer
Owned
Percent who have
used each type of
media to engage with
their favorite brand in
the last 90 days
Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level.
See Appendix for a full explanation for how the 5 relationship stages were built.
Earned Brand 2016 United Kingdom | 29
30. Interested Involved Invested CommittedIndifferent
Involved consumers
engage across all channels
34%
24%
28%
Paid
Peer
Owned
Percent who have
used each type of
media to engage with
their favorite brand in
the last 90 days
47%
Peer conversations
nearly as important
as paid44%
47%
Paid
Peer
Owned
Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level.
See Appendix for a full explanation for how the 5 relationship stages were built.
Earned Brand 2016 United Kingdom | 30
31. 34%
24%
28%
Paid
Peer
Owned
54%
55%
54%
Paid
Peer
Owned
47%
44%
47%
Paid
Peer
Owned
CommittedInterested Involved Invested
Paid
46%
Talking about
and with the
brand matters
far more than
advertising
54%
52%
Peer
Owned
Percent who have
used each type of
media to engage with
their favorite brand in
the last 90 days
Conversations are the foundations
of a committedrelationship
Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level.
See Appendix for a full explanation for how the 5 relationship stages were built.
Earned Brand 2016 United Kingdom | 31
Indifferent
32. 47%
44%
47%
Paid
Peer
Owned
34%
24%
28%
Paid
Peer
Owned
From Involved to Committed,
usage of peer and owned grow much faster
Percent who have
used each type of
media to engage with
their favorite brand in
the last 90 days
Interested Involved Invested CommittedIndifferent
-1
+8
+7
Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level.
See Appendix for a full explanation for how the 5 relationship stages were built.
Earned Brand 2016 United Kingdom | 32
Paid
46%
54%
52%
Peer
Owned
34. Brands falling short
on purpose and
engagement
Relationship dimensions
The average strength of each dimension
of the brand relationship
Lowest marks
See Appendix for a full explanation of how the Index was built and of the
seven dimensions of the consumer-brand relationship.
Earned Brand 2016 United Kingdom | 34
39
Embodies
unique
character
39
Builds trust at
every touchpoint
26
Acts with
purpose
32
Invites sharing,
inspires
partnership
29
Tells a
memorable
story
31
Makes
its
mark
31
Listens openly,
responds
selectively
33
35. How to strengthen the relationship
through listening
Listens openly, responds selectively
Top four brand attributes that drive a deeper
relationship around “Listens openly, responds selectively”
Be an interesting
part of my social media
conversations
Offer highly
personalized
and
responsive
customer service
Invite me
in and allow me
to play a part
Invite and facilitate
an ongoing
conversation
with me
Modeling Q11 “listens openly” relationship dimension responses using Q13 “what makes a brand special” items.
See Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis.
Earned Brand 2016 United Kingdom | 35
36. How to strengthen the relationship
through storytelling
Tells a memorable story
Top four brand attributes that drive a deeper
relationship around “Tells a memorable story”
People admire
and respect
me when I use
your brand
Invite me
in and allow me
to play a part
Modeling Q9 “memorable storytelling” relationship dimension responses using Q13 “what makes a brand special” items.
See Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis.
Earned Brand 2016 United Kingdom | 36
Be an
interesting part
of my social
media
conversations
Have a
heritage
I can admire
37. How to strengthen the relationship
through purpose
Acts with purpose
Top five brand attributes that drive a deeper
relationship around “Acts with purpose”
Invite me in
and allow me
to play a part
Be an interesting
part of my social
media
conversations
Be there for me
at really tough
times in my life
Be a force for
good and help
make the world a
better place
People admire
and respect
me when I use
your brand
Modeling Q7 “acts with purpose” relationship dimension responses using Q13 “what makes a brand special” items.
See Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis.
Earned Brand 2016 United Kingdom | 37
38. Earned
Brand
Enables
shared action
Committed
Consumer
Buys first, stays
loyal, advocates,
defends
CONSUMER
Purchase
BRAND
Engagement
Earned Brand 2016 Global | 38
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.
39. 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
“
40. Earned Brand 2016 Global | 40
Earned Brand 2016
Consumers will give your
brand the license to disrupt
if they are in it with you.
As you pursue a broader consumer base,
engage committed consumers who will
defend your brand, drive
sales, and advocate for you.
You must reconsider your brand’s
marketing mix at each stage of the
relationship to reflect your consumers’
desire for engagement.
41. End Notes
Q7. Acts with purpose dimension - The statements below are
numbered from 0-5. Please indicate the highest-numbered statement
about this brand that is true for you. So, for example, if statement #3
is true for you, but not statements #4 or #5, you should mark
statement #3. Dimension is the average of the following responses: “I
am unaware if this brand supports any causes or has any social
purpose beyond making good products/services,” “Beyond offering a
good product or service, this brand also contributes to the greater
good in some way, either in how the product/service is made or
delivered, or by actively supporting social causes,” “I believe that the
brand’s greater purpose or the social causes that it supports are
important and worthwhile,” “This brand’s cause or social purpose is
something that I share and also support,” “Supporting this brand is
one way I actively support a cause I believe in,” “Because of activities
and opportunities sponsored or facilitated by this brand, I have
become even more actively engaged in the cause or social purpose
that this brand supports.”
Q9. Tells a memorable story dimension - The statements below are
numbered from 0-5. Please indicate the highest-numbered statement
about this brand that is true for you. So, for example, if statement #3
is true for you, but not statements #4 or #5, you should mark
statement #3. Dimension is the average of the following responses, “I
do not have any idea of what this brand stands for or about its
heritage,” “This brand has a story about what it stands for and its
heritage,” “I admire what the brand stands for and its heritage,” “I can
identify with the brand’s story and heritage,” “I am part of the brand’s
story. I was there at, or can relate to, key points in its history, or it has
played a meaningful role in key parts of my life,” “The brand’s story –
what it stands for and where it comes from overlaps with mine. We
share a heritage, a future and a set of values.”
Q11. Listens openly dimension - The statements below are numbered
from 0-5. Please indicate the highest-numbered statement about this
brand that is true for you. So, for example, if statement #3 is true for
you, but not statements #4 or #5, you should mark statement #3.
Dimension is the average of the following responses, “I would not
know how to go about reaching out to or interacting with this brand if I
wanted to,” “If I had something to say, I know that I could get a
message to the people behind this brand,” “This brand often gives me
opportunities to engage with it or to give it feedback and input,” “I
have communicated with this brand by sending it a message in some
way, or by submitting a complaint, suggestion or compliment,” “This
brand has responded to my communications in a meaningful way. I
feel like we have had significant interactions,” “I have ongoing
conversations and interactions with this brand. It is part of my social
circle.”
Earned Brand 2016 END NOTES | 41
42. End Notes
Q13. Still thinking of your favorite brand in this category, what is it
about this brand that makes it special to you? Using a nine-point scale
that goes from not at all important to extremely important, please
indicate how important each of the following was in building the
special relationship you have with this brand? “The quality of its
products and services are far better than its competitors,” “Its prices
are much more reasonable than its competitors,” “Using its products
and services makes my life significantly better,” “Every part of doing
business with it is so convenient and easy," “The products and
services are far more innovative than its competitors," “The products
and services are far more creative than its competitors," “The
customer service it offers is highly personalized and responsive to my
needs," “I greatly admire the charisma and personality of the person
who runs or founded the company," “I admire how it is shaking things
up and disrupting business as usual," “It is a significant source of
humor, entertainment and enjoyment in my life," “It is a significant
source of useful information and life help," “It represents, and is part
of, a lifestyle that I aspire to," “It has raised my self-esteem and
helped me feel better about myself," “I get a lot of respect and
admiration for owning and using this brand," “I admire its heritage. I
respect how it overcame challenges to achieve success," “It was
there for me at a really tough time in my life," “It helps me express to
the world something important about myself," “It seems to really
understand me as a person and what is important to me in life and not
just when it comes to the products it makes," “It seems to really care
about me as a person. It makes me feel special," “It invites me in. It
allows me to play a part in its innovation, creative or product testing
processes," “It maintains an ongoing conversation with me. It invites
and facilitates our interactions," “It enhances the bonds I have with my
friends. It is a point of mutual connection among us," “It provides a
platform or venue through which I can reach out to and connect with a
community of people," “It is a part of my social media landscape. It is
where I am and an interesting part of the conversations I am having,"
“I can always trust what it says and does," “I know that it always
makes its business decisions with the best interests of its customers
in mind," “The values and morals it stands for match my own," “It is a
force for good in the world. It is helping to make the world a better
place," “Cares about the impact of its products /services and how it
does business on me and my family," “Cares about the impact of its
products /services and how it does business in my community," “This
brand encourages me and others to review its products and services,"
“Buying the brand guarantees me that I will always have the most up-
to-date features or technology," “It allows me to customize or
personalize its products and services so they are exactly the way I
want them," “I can always find its products on my favorite shopping
websites," and “I can always find its products at my favorite stores.”
Earned Brand 2016 END NOTES | 42
43. End Notes
Q14. Continuing to think about your favorite brand, and in particular,
what your relationship with that brand looks like, how well do each of
the following describe how you relate to and feel about that brand?
(Top 4 Box, Describes Me)
“Buy first and Stay loyal” is the average of, “I am one of the first to try
the new products/services of this brand when they come out," “I am
happy to pay more for this brand’s products/ services," “When I
buy/use products/services in this category, it has to be this brand," “I
will continue to buy this product even if a competitive brand is getting
better reviews," “I will continue to buy this brand even if a competing
brand comes along that is more innovative or technologically
advanced," “I will continue to buy this brand even if a competitive
brand starts using more environmentally friendly business and
production processes," “I will continue to buy this brand even if a
competitive brand started treating its workers better by giving them
higher wages and better benefits," and “I am happy to share my
personal data with this brand.”
“Advocate and Defend” is the average of, “I always recommend this
brand if someone asks," “I advocate for this brand even when I am not
directly asked for advice," “I like/rate what the brand is saying in social
media," “I participate in the creation of the brand’s media content," “I
defend this brand if I ever hear someone criticizing it," and “I will
continue to buy/use this brand even if something goes wrong with its
latest products/services.”
Q15. Continuing to think about your favorite brand, which of the
following have you done in the past 90 days? Please select all that
apply.
Paid is a net of “Saw an ad for the brand online," “Saw an ad for the
brand on TV," “Saw an ad for the brand on my phone," and “Saw an
ad for the brand on social media.”
Peer is a net of “Liked or recommended it online on social media,"
“Shared content (or a link to the content) about the brand with others,"
“Posted a positive review of the brand or its products," “I saw content
about the brand on social media," “Talked to friends and family about
the brand," “Read reviews about the brand," and “Saw something
about it on a social media site.”
Owned is a net of “Visited its web site," “Followed it on social media,"
“Attended an event or participated in a promotion that it sponsored,"
“Read the brand’s newsletter or blog," “Watched a video posted by the
brand," and “Saw sponsored content for the brand.”
Earned Brand 2016 END NOTES | 43
44. End Notes
Q17. Please indicate how much you agree or disagree with the
following statements. (Top 4 Box, Agree) “In many cases, brands can
do more to solve social ills than governments” and “Making the world
a better place should be part of a brand’s day-to-day business
activities and DNA, and not just something it does on the side or
allocates to a small team within the company.”
Q20. And if a brand did not fulfil the obligations listed below, would
that stop you from buying that particular brand? (Net of yes for
“address problems faced by its customers, such as discrimination or
other social justice or economic issues," “Address problems faced by
the communities in which the brand operates or has offices, such as
poverty, lack of safe community spaces, under-funded arts programs
or under-performing schools," and “Addressing problems that are
important and affect society at large, but are not directly related to the
brand’s business or business practices”).
Q30. When looking for information about brands and their products or
services, how frequently do you use each of the following types of
media? (NET of Regular Users = Regular usage, Several times a
week, or Daily); “Traditional Media” call out is a net of, “Television,”
“News articles,” “Magazines,” “The radio,” and “Blogs.”
Q31. When you want information about a brand's products or
services, what sources of information do you use? (Net of
“Customers of the brand," “People like yourself," and “Your friends
and family.”) (Top 4 Box, Source Rely on Most).
Q32. Thinking about the conversations you have online and offline
with friends and other people like you about brands, products and
services you purchase, what impact do they have on you? Please
select all that apply. (Net of “They help me decide which option is the
best," “They give me confidence that I am making the right choices,"
“They encourage to actually go and make the purchase once I have
made a product choice," “They help me find the best price on the
product I want," and “They help me figure out where to buy the brand
or product”).
Q33. Ad blockers are programs that remove different kinds of
advertising from a Web user's experience online. Do you currently
use any ad blockers? (Net of “Never heard of it before today but I am
curious to know more and would consider using Ad blockers in the
future," “Heard of Ad blockers and would consider using in the future,"
and “I am currently using Ad blockers.”)
Earned Brand 2016 END NOTES | 44
45. EarnedBrand2016
TechnicalAppendix
1. Methodology
2. The sample
3. How was the Edelman Brand Relationship Index built?
• How did consumers evaluate the seven dimensions of the relationship?
• How were the five levels of brand-consumer relationship determined?
• How reliable is the Edelman Brand Relationship Index?
• How did we identify the drivers that predict higher scores on each dimension?
4. About the research team
46. 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,
the 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.
Earned Brand 2016 TECHNICAL APPENDIX | 46
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.
47. Earned Brand 2016
The sample
Country
Internet
Penetration
Sample Size Languages Quota Parameters
Australia 85% 1000 English Gender, Age & Region
Brazil 66% 1000 Portuguese Gender, Age & Region
Canada 88% 1000 English & Localized French Gender, Age & Region
China 52% 1000 Simplified Chinese (Mandarin) Gender, Age & Region
France 86% 1000 French Gender, Age & Region
Germany 88% 1000 German Gender, Age & Region
India 35% 1000 English Gender, Age & Region
Japan 91% 1000 Japanese Gender, Age & Region
Mexico 45% 1000 Localized Spanish Gender, Age & Region
Netherlands 94% 1000 Dutch Gender, Age & Region
Singapore 82% 1000 English & Simplified Chinese Gender, Age & Region
U.K. 93% 1000 English Gender, Age, Region & Ethnicity
U.S. 88% 1000 English Gender, Age, Region & Ethnicity
Earned Brand is an online survey. In developed countries, a nationally representative online sample closely mirrors the
general population. In countries with lower levels of Internet penetration, a nationally representative online sample will be
more affluent, educated, and urban than the general population.
Earned Brand 2016 TECHNICAL APPENDIX | 47
48. How was the Edelman Brand Relationship Index built?
1.Each respondent rated their favorite brand within three categories given
to them at random from among the 18 categories examined in this research.
The only stipulation placed on their brand choice was that the brand had to be
one they currently own, use or make purchases from it.
Earned Brand 2016 TECHNICAL APPENDIX | 48
Automobile
Beer, wine, and spirits
Credit cards
Fashion
Financial services
Food and beverage
Grocery stores
Home energy management
Household products
Luxury goods
Mobile carriers
OTC medicines
Personal care
Prescription medicines
Retailers
Social media
Travel
Utilities
Product categories included in the study
What is your
favorite brand in
this category that
you currently buy
or use?
49. 1
Embodies
unique
character
2
Makes
its
mark
7
Acts with
purpose
3
Tells a
memorable
story
6
Builds trust at
every touchpoint
4
Listens openly,
responds
selectively
5
Invites sharing,
inspires
partnership
2.Respondents gave each of the brands seven ratings, from zero to
five, depending on how deeply involved they were with the brand
along each of the seven relationship dimensions.
How strong is
your relationship with
that brand within
each of these seven
dimensions?
Earned Brand 2016 TECHNICAL APPENDIX |
49
How was the Edelman
Brand Relationship Index built?
50. Indifferent Interested Involved Invested Committed
Embodies
unique
character
Not much different from its
competitors
Different from many other
products/services in the category
Offers unique products/services Bigger than the products/services it
delivers--has its own unique
personality
Embodies an idea or value or
lifestyle I can relate to; helps me
express something
Makes its
mark
I buy this brand out of habit. I have
no real attachment to or affection
for it
I go out of my way to buy this
brand, even if it is not the cheapest
or most convenient
The only brand I will buy. If it is not
available, I will do without until I
can find it again
My relationship with this brand
goes beyond liking it as a product
or service
A positive force in my life. This
brand represents a lifestyle or way
of life that defines me.
Tells a
memorable
story
I do not have any idea of what this
brand stands for or about its
heritage
This brand has a story about what
it stands for and its heritage
I admire what the brand stands for
and its heritage
I can identify with the brand’s story
and heritage
I am part of the brand’s story; we
share a heritage, a future, a set of
values
Listens
openly,
responds
selectively
I would not know how to go about
reaching out to or interacting with
this brand
If I had something to say, I know I
could get a message to the people
behind this brand
This brand often gives me
opportunities to engage with it or to
give it feedback and input
I have communicated with this
brand in some way
I have ongoing interactions with
this brand. It is part of my social
circle
Invites
sharing,
inspires
partnership
Unware of what this brand is doing
or saying
I remember seeing some
advertising/promotions, and
sometimes see things about it in
the news or online
I notice and pay attention to what
this brand is saying and doing
when I see its ads, other content,
or news about the brand
I am likely to forward, share or
repost news/online content about
this brand, or share information
about my experiences with it
Has become part of my social life. I
am likely to participate in
promotions, engage with its
content online, attend its events
Builds trust at
every
touchpoint
I do not really trust this brand I trust this brand to make good
products/services at a fair price
I trust that this brand makes
business decisions with interests of
its customers top of mind
Makes all of its business decisions
with the best interests of the
broader society top of mind
I would stick by and defend this
brand even if I was disappointed, I
have faith it will correct mistakes
Acts with
purpose
Unaware if it supports any causes
or has any social purpose beyond
making good products/services
Contributes to the greater good in
some way, in how the
product/service is made delivered,
or by actively supporting social
causes
The brand’s greater purpose or the
social causes that it supports are
important and worthwhile
This brand’s cause or social
purpose is something that I share
and also support
Supporting this brand is one way I
support a cause I believe in;
because of this brand I have
become even more actively
engaged in the cause
Building the Index
The 7 relationship dimensions
Earned Brand 2016 TECHNICAL APPENDIX | 50
51. How was the Edelman Brand Relationship Index
score built?
3.The Brand Relationship Index was calculated by taking the average of the seven
dimension scores and multiplying by twenty to convert the index to a 100 point scale.
The 2016 Global Brand Relationship score of 38 represents the average
Brand Relationship Index across the 39,000 (13,000 X 3) consumer-brand
relationships analyzed.
0 - 100
((Average of seven
dimension scores) x 20)
The 2016 Edelman
Brand Relationship Index
Earned Brand 2016 TECHNICAL APPENDIX | 51
52. Building the Index
How did we define the relationship levels?
• A Brand Relationship Index score can vary from zero to 100. In working with the scale, we identified five
unique relationship levels. The cut-points that define each level are displayed below.
• These relationship levels were empirically determined based on two criteria. The first was a
correspondence between relationship level as determined by the Brand Relationship Index and
respondents’ self-described level of attachment to a given brand. The second was how distinct the levels
were when profiled against key marketplace behaviors of general interest to brands.
• The resulting relationship levels and cut-points represent an optimized result that captures both
respondents’ explicitly stated level of relationship with a brand and their implicit level of relationship as
defined by their willingness to buy that brand first as well as to advocate for and defend it.
Strength of relationship with the
favorite brand they buy in a category
Earned Brand 2016 TECHNICAL APPENDIX | 52
53. Building the Index
How reliable is the
Edelman Brand Relationship Index?
Earned Brand 2016 TECHNICAL APPENDIX | 53
Alpha Reliability analyses were performed globally and within each of the 13
countries. Results indicated that the scale was reliable in every market and that all
seven dimensions tap into different aspects of the same underlying construct – the
strength of the bond between a brand and a consumer.
Note: Alpha levels above .6 are considered to indicate good internal reliability.
Country Alpha Reliability
Global Average .91
Australia .91
Brazil .90
Canada .91
China .91
France .92
Germany .91
India .90
Japan .87
Mexico .90
Netherlands .89
Singapore .90
U.K. .91
U.S. .92
54. How did we identify the drivers
that predict higher scores on each dimension?
Within this report, we highlight the top five most powerful and statistically significant drivers of each relationship dimension.
A consumer’s relationship with a brand overall and within each of the seven dimensions is fluid. It can evolve over time. Often, the
deepening of one’s relationship with a brand is associated with the emerging appreciation of certain brand characteristics that foster
and support a consumer’s greater investment in that brand. By highlighting, building and deepening their commitment to these
characteristics, brands have the power to move people along the relationship continuum.
In order to identify the brand attributes that are the most powerful predictors of higher relationship scores, we performed a series of
stepwise multiple regressions focused on those things that consumers said made their favorite brand in a category special to them.
The resulting models revealed which of those special relationship builders were the most strongly related to how respondents
characterized their relationship with that brand along each of the seven relationship dimensions.
List of 35 attributes
that potentially make
a brand special to
its customers
Step 1: Pick a characteristic and put it into a prediction model.
Does this characteristic make the model stronger?
If yes, then keep it in. If not, then remove it from the model.
Step 2: Repeat step one.
Step 3: Continue this process until all 35 characteristics have been tested.
Earned Brand 2016 TECHNICAL APPENDIX | 54
The results:
The top drivers that
predict an improve-
ment in each
dimension score
Understanding stepwise multiple regressions
55. Edelman Intelligence is a world class research and analytics consultancy. It works to understand the mechanics of human attitudes
and behavior, organize and analyze content and conversations, and uncover connections and patterns in complex data sets.
The team is made up of experts from different backgrounds with different skillsets. This allows Edelman Intelligence to approach
challenges in a unique way – taking different perspectives to find the best solutions to help drive growth for its clients.
The research team
Edelman Intelligence
Antoine Harary
Antoine is the global MD of Edelman
Intelligence. With his team of over 150 intelligence
experts, he manages international research and
consulting projects across more than 50 countries.
Over the last four years his work has been
recognized by two major awards from the
Communications Industry: the 2011 EMEA Sabre
Award for best public affairs campaign and the
2012 European Excellence award for PR
measurement.
Before joining Edelman, Antoine worked in the
automotive industry (PSA PEUGEOT CITROEN)
as a senior research manager. Antoine holds two
Masters Degrees: International PR from
CELSA/Sorbonne and Political Sciences from
Sciences Po Aix.
Cécile Nathan-Tilloy
Cécile is the MD of Edelman Intelligence
London. As the primary research lead for Europe,
she oversees research & analytics for Edelman’s
top 18 global clients.
Cécile started her career in advertising at TBWA
and BETC before joining Millward Brown and Truth
Consulting. After completing Master degrees in
Sociology & Anthropology at Sorbonne University
and in Political Sciences at Sciences Po Paris,
Cecile graduated from HEC Business School in
Intelligence Marketing.
David M. Bersoff, Ph.D.
David is in charge of Edelman’s global
thought leadership research.
Before joining Edelman Intelligence, Dr. Bersoff
served as The Futures Company’s Chief Insights
Officer. In that role, he drove the research, data
analysis, IP creation and product development
strategy for all of their syndicated consumer
insights offers, including the Yankelovich
MONITOR.
David holds a Ph.D. in social and cross-cultural
psychology from Yale University.
Earned Brand 2016 TECHNICAL APPENDIX | 55
Editor's Notes
We are proud to be releasing our second year of brand IP, the Earned Brand.
As a reminder, last year Edelman advanced the idea of an Earned Brand – one that lives and evolves and is formed through brave actions and consumer engagement. Our study last year focused on the Earned Brand and Innovation – we learned that consumers are anxious about the speed at which innovation is happening, and want to be reassured, rather than inspired.
This year, we’ve endeavored to unpack that disruption further, by understanding how strong consumer relationships can help protect your brand from disruption, and give brand marketers the license to take risk, and have a strong POV.
As part of that, we’re excited to release the Edelman Earned Brand Index, which for the first time measures the new reality of the relationship between consumers and their favorite brands across 18 categories.
I want everyone in the room to think about the relationship they have with the people who buy their products/brand/services. But instead of thinking about them as consumers, think about them as a friend. Or your girlfriend.
Now ask yourself – how is your relationship REALLY going?
Comment:
I thought we agreed to say how is your relationship really going?
Your relationship is also under attack from new models, brands which challenge the rules, reinvent your category and the norm. New distribution channels are emerging, private label continues to be a threat and industries once thought to be fail-safe are upended by new models.
All this means your relationship with consumers has never been more under siege, or more important to your business.
As marketers, we have a choice. We can simply give up on building relationships. Or continue to defend this relationship the ‘old fashioned’ way. But we can choose to see that these disruptions don’t have to be threats. By strengthening the relationship you have with your consumers, you turn these disruptions into opportunities and make them work in your favor.
We believe that when consumers are committed to brands, we not only increase their contribution to your bottom line, but also unlock the power of peers. Indeed a committed consumer will reliably buy you often, stay committed even in the face of disruptive competitors, pay a premium for your brand, and demonstrate exclusive preference. But by gaining their commitment, we create brand ambassadors who will work on our behalf, early adopters of our latest innovations, forgiving us when we don’t get it right, pro-actively advocating for us and defending us when under attack. They become our first sales men, reaching out to their peers not only through what they say about us but also what they do for and with us.
To help our clients understand how to manage the new reality of today’s relationships, we set out to find three things:
How can we assess the state of the current brand-consumer relationship?
How does consumer commitment lead to better business results?
How can marketers strengthen the relationships and make them relevant to consumers expended expectations?
Earned Brand 2016 is an robust and widespread piece of research led by Edelman Intelligence research experts. Over the course of the research we spoke with 13,000 consumers in 13 different countries to understand how they think about their relationships with their favourite brands. In addition, we listened to conversations on social media to assess the impact recent brand purpose campaigns had on the brand’s relationship with the public and the influence these campaigns had on their personal opinions and behaviors in regard to the issue/cause being targeted.
To benchmark the state of the brand/consumer relationship, we created the Edelman Brand Relationship Index. Firstly, we randomly assigned 3 out of 18 different categories to each respondent in our nationally representative samples and ask them to think about these categories.
We then asked consumers to think about their favorite brand in one of 18 given categories – one they already buy/use.
We then asked them to evaluate that relationship across the 7 Earned Brand relationship dimensions.
For instance, is the brand able to build a relationship by embodying a unique character? Some brands will struggle to be different from their competitors while others might be able to become part of the consumers’ identity and who they, are leading them to say, “I identify with this brand. I use it because it helps me express something unique about myself.”
And finally gave that relationship a score from 1 to 100, based on the average of the scores.
So consumers are willing to go further. They want stronger, more meaningful and more beneficial relationships with brands. What is this new land of opportunities?
Our data describes five key states of the relationship. The stronger and deeper the relationship is (EBRI score), the more consumers will do with and for the brand. Our data identified clear behavioral pivot points where the relationships changed, allowing us to create five relationship stages described here.
TWO OPTIONS FOR DESCRIBING THE STAGES BELOW
OPTION ONE: FOCUSED ON DATA
First, Indifferent – as expected, relationships at this stage are described as routine or unthoughtful, a simple purchase.
Next, Interested – here we see people beginning to make an educated choice to purchase or use your brand vs. competitors.
Third, Involved. This is where consumers are demonstrating a clear preference for your brand. They will pick you when given the choice and appreciate what your brand stands for.
Fourth, Invested – at this stage of the relationship, the brand plays an active role in the consumer’s life, beyond its products and services. They share a present and a future.
Finally,. Committed. At the top end of the scale, consumers believe you are doing things for each other – the relationship becomes mutually beneficial. They also have a past relationship with your brand, and see a future.
OPTION TWO: FOCUS ON STORYTELLING
The easiest way to think about these categories is to compare them to actual shopping behaviors.
At the indifference level, shoppers are merely grabbing the first thing off the shelf without a lot of thought.
At interested, they might look at your brand next to the competitors and select you based on as little as a logo, recall of an ad or review or even a quick read of the label.
By involved, we have consumers actively choosing your brand – scanning the shelf, perhaps even asking a clerk if you’ve moved to another aisle if they can’t find it.
At invested, we start to see real commitment. Consumers believe you share common values, and might stop another shopper from buying your competitor – asking if they’ve tried your product because they love it so much.
Finally, Committed. At the top of the scale the relationship becomes about shared benefit. The consumer calls stores to carry your product, or goes out of their way to find it online, or at another store.
So why should marketers work to build these stronger relationships? What are the benefits? Why should you care?
Very simply – strong relationships will drive your bottom line.
Moving your relationship Index towards ‘Commitment’ drives incredible KPIs for your brand. Earned Brand looked at consumers’ proclivity to buy first and also to stay loyal to you. Will they be first in line to try something new? Will they pay more? Will they share personal data, and even stick with you when a competitor gets better reviews or is more innovative?
Across the board and categories, these KPIs go up as the relationship becomes stronger.
Similarly, we also looked at KPIs around advocacy and defend – these are the behaviors that allow you to expand your consumer base through recommendation and advocacy, and to protect your business from disruption through consumers defending your brand.
We measured KPIs including pro-active recommendation and willingness to create content for your brand. But we also ask them if they will defend you if they hear you being criticized, if they will stick with you even if something goes wrong?
The next obvious question is how can brands achieve that commitment? Our topline finding – it cannot simply be bought. It requires a sophisticated and multifaceted media mix that allows you to connect with consumers where they want driven by the relationship stages.
So we looked at the channels people are engaging with at each stage of the relationship, there are useful findings to unpack.
So now we understand where consumers engage with the brand at the different stages of the relationship and where we should be connecting with Committed Consumers.
But we also wanted to understand HOW brands can achieve and gain consumer commitment, unlocking the full potential and benefit of the relationship which unite them.
And it is no longer about what brands say, it is about what they do and how they behave to earn consumers’ commitment.
In summary, when we look at the relationship between brands and consumers at the committed stage, we start to see a virtuous circle emerge, where brands are acting and consumers are engaged, but also the reverse. When the relationship is committed, consumers also take action on your behalf, and expect YOU to engage as well. Earned Brands understand this relationship, and listen, engage and respond to consumers, but also inspire them to be advocates on their own.
When brands are hitting hard on all these drivers and acting like Earned Brands, the feedback consumers give you UNPROMPTED is pretty incredible. The verbatims on this slide were pulled from our social listening study around global campaigns that deliver on the Earned Brand promise.
Earned Brand 2016 is an incredibly robust and widespread piece of research. Over the course of the research we spoke with 13,000 consumers in 13 different countries to understand how they think about their relationships with brands. In addition, we conducted social listening to understand the impact certain campaigns had on the ways consumers thought about them.