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13 countries
Online survey conducted 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 U.S., U.K., Germany, India, and China, we listened
to consumer conversations on social media to assess
the impact of 15 recent cause-related brand campaigns
or actions. The analysis focused on the impact these
campaigns had on consumers relationships with
the brands, as well as their personal opinions and
behaviors connected to the cause.
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Beyond Involved
The index confirms that, on average, consumers have reached
what we call the Involved stage, but these buyers indicate
they are willing to go much further than simply purchase devotion. In fact, they signaled a desire for a deeper connection
relationship stages we quantify and define as Invested in or
Committed to their favorite brand.
Our study shows that a clear majority of consumers who reach
these stages will buy first, stay loyal to, advocate for, and defend their favorite brand. These stronger relationships bring
much-desired benefits: 77 percent will adopt innovation more
quickly; 79 percent will pay a premium price; 82 percent will
recommend the brand through liking and sharing; and, 80
percent will defend it against critics. In short, Committed
consumers will work for you.
The good news is that some consumers have reached the
Committed stage in all 18 categories we tested, including
low-involvement businesses like utilities. On average, 12
percent of consumer-brand relationships fall into the Committed stage. How do we create more of these Committed
consumers?
Towards commitment
The data shows that the mix of paid, peer, and owned media
must be reconsidered at every relationship stage. At the early
stages Indifferent and Interested, consumers need paid
strategies to spark awareness and consideration, but at the
Involved stage, we begin to see a significant shift in their
usage of media: peer and owned now are as important to the
consumer as paid. Consumers who are in the Invested and
Committed phases consistently engage peer and owned media over paid. In fact, the data shows that the 8-point advantage paid has over peer and owned in the earliest relationship
Richard Edelman
President & CEO
Edelman
62%
will not buy if a brand fails
to meet its obligations to
consumers, the community,
and society at large
A consumer relationship
powered by we opens up
a new world of buying and
advocacy for a brand
18
BRAND
CATEGORIES
DIMENSIONS OF THE
CONSUMER-BRAND
RELATIONSHIP
Embodies a unique
character
32
Canada
Netherlands
33
30
China
53
Germany
32
U.S.
40
U.K.
34
France
Japan
39
Mexico
Singapore
43
Brazil
52
39
Australia
India
BY CATEGORIES
33
OTC
Medicines
34
35
Prescription Household
Medicines,
Products
Utilities
36
37
38
Home
Energy
Management
Beer,
Wine and
Spirits
Mobile
Carriers,
Credit
Cards
38
39
40
41
42
43
Travel,
Personal
Care,
Grocery,
Food &
Beverage
Retailers,
Financial
Services
Luxury
Goods
Fashion
Automobile,
Social
Media
39
32
28
40
36
Boomers
(51-70)
Matures
(70+)
Male
Female
of possible 100
current strength of
the consumer-brand
relationship
BY DEMOGRAPHICS
38
32
44
32
Interested
Involved
Invested
Committed
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.
38
Indifferent
0-6
Interested
7-26
Involved
27-43
Points of purchase
One way to think about the five relationship
categories we have established is to compare
them to shopping behaviors. At the Indifferent
level, shoppers buy without much thought. At
Interested, they might choose a brand over
competitors based on their recall of a review or
a logo. By Involved, consumers actively scan the
shelf for the brand. But the real commitment
comes in the last two stages, where the consumer
mindset moves from me to we. At Invested,
the consumer believes the brand shares his or
GLOBAL EDELMAN
BRAND RELATIONSHIP INDEX
Invested
44-69
Committed
70-100
Social
media
nT
e
m
t
i
oMm
hIn
I S wi t
h
c
A
e
R
14 %
Automobile
13 %
13 %
13 %
13 %
13 %
Financial
services
Mobile
carriers
Fashion
Grocery
stores
Credit
cards
12 %
12 %
12 %
12 %
12 %
12 %
Travel
Personal
care
Retailers
Food &
beverage
Luxury
goods
Beer, wine
& spirits
10 %
Utilities
10 %
10 %
Prescription
Home
Household
meds
energy mgt. products
8%
PERCENT OF RELATIONSHIPS IN EACH CATEGORY
THAT ARE IN THE COMMITTED STAGE
10 %
OTC
medicines
80
60
A clear majority of
committed buyers will
% OF BUYERS WHO
WILL BUY FIRST, STAY
LOYAL, ADVOCATE
FOR AND DEFEND
40
20
Indifferent
0
Interested
Involved
Invested
Committed
RELATIONSHIP STRENGTH
Buy First
I am one of the first
to try the brands new
products.
Advocate
Stay Loyal
Defend
I defend this brand if
I ever hear someone
criticize it.
86%
rely on
peer sources
for learning
about brands
I rely on my peers
to reassure me.
Because their
experience is my
evidence.
Earned Brand 2015
Paid
Media
57
63
65
Peer
Media
54
66
72
Owned
Media
52
64
73
Invested
Committed
Involved
44
33
Embodies unique
character
Acts with
purpose
Makes its
mark
38
42
38
34
Tells a
memorable
story
Builds trust at
every touchpoint
39
35
Invites sharing,
inspires
partnership
Listens openly,
responds
selectively
Be
interesting
Be
personal
Be reliable
Stay
engaged
Be
aspirational
Collaborate
Make a
difference
Be
authentic
Spotlight
your leaders
48
I participate
in creating the
brands content
38
I like/rate what
the brand is saying
on social media
Involved
35
I am happy to
share personal
data with this
brand
Invested
35
I am one of the
first to try the new
products/services
of this brand when
they come out
Committed
K EY
Consumers will
give your brand
the license to
disrupt if they are
in it with you
E
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The Earned Brands story is not simply told, it is
demonstrated and experienced; and, to do that, brands
cant operate with a style guide alone.
The Earned Brand has a world view and a belief system, a
purpose and a reason for beingone 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.