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.
Feeling a little left out?
68% rely on peer sources to
learn about brands
49% rely on peer sources for buying decisions
44%use/would use
ad blockers
Your consumer relationship
“I rely on my peers to reassure me.
Because their experience is my evidence.”
- Earned Brand 2015
Earned Brand 2016 Japan | 4
86%
Global
71%
58%
Japan
Meeting their growing
expectations?
54% will not buy if a brand fails to meet societal obligations
38% doing good should be part of a brand’s DNA
Your consumer relationship
31%brands can do more to solve societal ills than government
Earned Brand 2016 Japan | 5
62%
Global
60%
55%
Japan
We wanted to find out
How strong is the consumer-brand
relationship?
How does a stronger relationship lead to
better businessresults?
How can brands
strengthenthe relationship?
Earned Brand 2016Methodology
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 | 8Please contact Edelman Japan for the details of the study.
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 | 9
What is your
favorite brand – one you already buy –
in this category?
Earned Brand 2016 Global | 10
Edelman
Brand Relationship
Index
Builds trustat every
touchpoint
Makes its
markInvites
sharing,inspires
partnership
Embodies
unique character
Tells a memorable
story
Listens openly,
respondsselectively
Acts with
purpose
How well do you feelthis brand…?
Earned Brand 2016 Global | 11
Edelman
Brand Relationship
Index
The Edelman Brand Relationship Index
is the average of the
seven dimensions
Earned Brand 2016 Global | 12
Builds trustat every
touchpoint
Makes its
mark
Invites
sharing,inspires
partnership
Embodies
uniquecharacter
Listens openly,
respondsselectively
Tells a memorable
story
Acts with
purpose0-100
Edelman
Brand Relationship
Index
The score falls short of the full potential
Relationship strength
0 10020 40 60 80
The Edelman Brand Relationship Index
Japan Average
32
Earned Brand 2016 Japan | 13
Global Average
38
The consumer-brand relationshipfalls short around the world
39
43
40
3233
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
Earned Brand 2016 Global | 14
The consumer-brand relationship
falls short across categories2016 Edelman Brand Relationship Index by category
Earned Brand 2016 Japan | 15
40 37 35 35 34 34 33 33 32
32 31 31 31 30 30 28 27 25
Global
39 43
43 42 4040 4139
38 3939
38 37
36
35
33 33 34
Earned Brand 2016 Japan | 16
falls short across demographics
The consumer-brand relationship
2016 Edelman Brand Relationship Index
Generation Gender
34 3034 30 35 31 32
38 44 39 32 28 40 36Global
Earned Brand 2016 Global | 18
The five relationship stagesAt 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.
So far they’re involved, but
commitment is the last mile
NOWStrength of relationship with the
favorite brand they buy in a category
Earned Brand 2016 Japan | 19
GOAL
Commitment within reach–for all brand categories
Percent of relationships in category that are committed
Committed
4%
6%
10%
4%
6%
4%
3%
4%
5%
4%
5%
4%
3%
5%
4%
Automobile
Social
media
Mobile
carriers
Financial
services
1%
Fashion
Grocery
stores
Credit
cards
Travel
Personal
care
Retailers
Food
and
beverage
2%
Luxury
goods
Beer,
wine, and
spirits
Utilities
Prescription
medicines
Home
energy
management
Household
products
OTC
medicines
Earned Brand 2016 Japan | 20
2%
17%
13%
13%
14%
13% 12% 12%
12%
12%
12%
12%
10%
10%
13% Global
13%
10%
10%
8%
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 | 21
Strong relationships 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
0
80
60
40
20
Earned Brand 2016 Japan | 22
The untapped opportunity
Interested Involved Invested CommittedIndifferent
Clear majority of buyers
will buy first and stay loyal
Percent of buyers who will
buy first and stay loyal
Earned Brand 2016 Global | 23
Defend
I defend this brand if I ever
hear someone criticize it
I will stick with this brand even
if something goes wrong
Strong relationships 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
0
80
60
40
20
Earned Brand 2016 Japan | 24
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
The 4 consumer behaviors that increase the most
from Involved to Committed
Owned
+37+36+35+31
Difference between the percent of
Involved consumers who will take an
action and the percent of Committed
consumers who will take the same action
Earned Brand 2016 Japan | 25
GlobalJapan
+48
+35
+32
+35
I participate in creating
the brand’s content
I am happy to pay more for
this brand’s products/ services
I am happy to share
personal data with this brand
I am one of the first to try the
new products/services of this
brand when they come out
Interested Involved Invested CommittedIndifferent
Percentage point
change
28%31%
The brand’s website
Blogs
27%
Television
71%
85%regularly use traditional media sources for information about brands
Earned Brand 2016 Japan | 27
Learning about brands:
earned media mattersPercent who use each media type regularly
Search engines
News articles
Shopping/retailwebsites not
owned by brand
31%
Social media sites
51%74% 70%
The radio Magazines
34%
62%
Earned Brand 2016 Japan | 28
Earned media is the
most valued information sourceHow respondents describe different sources of information about brands and products
Earned Paid Peer Owned
Most entertainingNot selected as most valued
for any of these criteria
Not selected as most valued
for any of these criteria
Not selected as most valued
for any of these criteriaMost truthful &
trusted
Most likely to get me to
purchase a new brand or change my opinion
Most used for new product introduction
Most informative & reassuring
Most emotionally compelling
Most accessible
63%
66%
64%
Paid
Peer
Owned
Paid
65%
Talking aboutand with thebrand matters far more thanadvertising
73%
72%Peer
Owned
CommittedInterested Involved Invested
Percent who have used each type of media to engage with their favorite brand in the last 90 days
Globally, advertising buys Interest but conversations are
the foundations of a committed relationship
Earned Brand 2016 Global | 29
57%
54%
52%
Paid
Peer
Owned
43%
35%
34%
Paid
Peer
Owned
57%
54%
52%
Paid
Peer
Owned
From Involved to Committed, usage of peer and owned grow twice as fast
43%
35%
34%
Percent who have
used each type of
media to engage with
their favorite brand in
the last 90 days
Paid
Peer
Owned
Interested Involved Invested CommittedIndifferent
65%
72%
73%
Paid
Peer
Owned
+8
+18
+21
Earned Brand 2016 Global | 30
52%
40%
40%
Paid
Peer
Owned
Paid
64%Japanese consumer’s use of paid media is same level as Global
55%
51%Peer
Owned
Japan is behind on driving
Conversations to elevate the relationship
Earned Brand 2016 Japan | 31
Indifferent CommittedInterested Involved Invested
51%
33%
32%
Paid
Peer
Owned
43%
28%
25%
Paid
Peer
Owned
Percent who have used each type of media to engage with their favorite brand in the last 90 days
Japanese consumer’s use of peer and owned media is much behind Global
+13
+18
+23
From Involved to Committed, usage of owned grows the fastest
43%
28%
25%
Percent who have
used each type of
media to engage with
their favorite brand in
the last 90 days
Paid
Peer
Owned
Interested Involved Invested CommittedIndifferent
Earned Brand 2016 Japan | 32
51%
33%
32%
Paid
Peer
Owned
Paid
64%
55%
51%Peer
Owned
A better
customer
experience is
not enough
Owned
Incremental increase in importance of a
brand’s actions, comparing a
Committed to an Involved relationship
Earned Brand 2016 Japan | 34
Enhances the bonds I have with my friendsI can always find it at my favorite stores
Values and morals match my own
Helps me feel better about myself
More reasonable prices than its competitors
Doing business with it is so convenient & easy
Makes my life significantly better
Significant source of useful information
The quality of its products is far better
I admire its heritage
Lowest incremental impact
bottom 10 of 35 attributes
From Involved to Committed
Smallest
Increase
Indifferent Interested Involved Invested Committed
Deepening the
bond requires
shared values
and action
Owned
Incremental increase in importance of a
brand’s actions, comparing a
Committed to an Involved relationship
Earned Brand 2016 Japan | 35
Invites me to play part in its innovation process
It seems to really understand me
I get a lot of respect for owning & using it
Most up to date features
Represent a lifestyle I aspire to
Part of my social media landscape
Encourages review its products and services
Have a charismatic leader I can admire
I can always find it on my favorite shopping websites
It makes me feel special
Highest incremental impact
Top 10 of 35 attributes
From Involved to Committed
Largest
Increase
Indifferent Interested Involved Invested Committed
Relationship dimensions
The average strength of each dimension
of the brand relationship
42Embodies
unique
character
33Builds trust at
every touchpoint
30Acts with
purpose
Tells a
memorable
story
28
31Makes
its
mark
28Listens openly,
responds
selectively
32
Lowest marks
Earned Brand 2016 Japan | 36
44
35
34
38
4238
39
33
Global
29Invites sharing,
inspires
partnership
Brands falling shorton engagement
Japan
Bring humor, entertainmentand enjoyment
to my life
r = .39
Shake things up
and disrupt business
as usual
r = .40
Earned Brand 2016 Japan | 37
Have a
heritageI can admire
r = .42
It gets me and what is important
to me
r = .43
Relationship drivers
Top brand actions that improve the score for
tells a memorable story
r= correlation coefficient.
Invite and facilitate an ongoing
conversation with me
r = .37
Be an interestingpart of my
social media conversations
r = .35
Offer highly
personalizedand responsive
customer service
r = .37
Earned Brand 2016 Japan | 38
Relationship drivers
Top brand actions that improve the score for
listens openly, responds selectively
r= correlation coefficient.
Bring humor, entertainmentand enjoyment
to my life
r = .33
Invite me in and let me play a part
r = .34
Shake things up
and disrupt business as usual
r = .35
Earned Brand 2016 Japan | 39
Relationship drivers
Top brand actions that improve the score for
inspires sharing, invites partnership
r= correlation coefficient.
Earned Brand 2016 Global | 39
When brands get it rightSocial 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
“
Earned BrandEnables
shared action
Committed Consumer
Buys first, stays loyal, advocates,
defends
CONSUMER
Purchase
BRAND
Engagement
Earned Brand 2016 Global | 41
Committedconsumers and
the Earned BrandAs 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.