Earned Brand2016
United StatesDeven Nongbri
VP, DigitalEdelman Houston
Earned Brand 2016 | 2
Before we begin…Tag in photos@AMAHouston - host@EdelmanPR - researcher@dnongbri - presenter
Hashtags#ME2016 – conference#EarnedBrand - data
The Earned Brand
Earned Brand 2016 Global | 3
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.
How is your relationship going?
Feeling a little left out?89% rely on peer sources to
learn about brands
72% rely on peer sources for buying decisions
64% 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
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 States | 5
Meeting their growingexpectations?
61% will not buy if a brand fails to meet societal obligations
58% doing good should be part of a brand’s DNA
Your consumer relationship
56% brands can do more to solve societal ills than government
Q17 (Top 4 Box “Agree”), Q20 (Net of 3 items) Earned Brand 2016 United States | 6
Private-label alternatives
New business models
Changing distribution channels
Earned Brand 2016 Global | 7
Someone trying to break you up?
Your consumer relationship
The consumer relationship has never been more important to your business
Buy Advocate Defend
We wanted to find out
How strong is the consumer-brand
relationship?
How does a stronger relationship lead tobetter business
results? How can brands strengthen
the relationship?
Earned Brand 2016Methodology
A Global Survey
TimingApril 7 – April 25, 2016
13 countriesOnline 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 | 10Unless 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.
18 brand categories
TravelMobile carriersSocial mediaAutomobilePersonal careBeer, wine, and spiritsLuxury goodsPrescription medicines
Credit cardsUtilitiesGrocery storesRetailers Financial servicesFood and beverageHome energy managementFashionOTC medicinesHousehold products
Edelman
Brand Relationship
Index
Earned Brand 2016 Global | 11
What is your favorite brand
– one you already buy – in this category?
Earned Brand 2016 Global | 12
Edelman
Brand Relationship
Index
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 | 13See Appendix for a full explanation of the seven dimensions of the consumer-brand relationship.
Edelman
Brand Relationship
Index
The Edelman Brand Relationship Index is the average of the
seven dimensions
Earned Brand 2016 Global | 14
Builds trust at every
touchpoint
Makes its mark
Invites sharing,
inspirespartnership
Embodies uniquecharacter
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
The score falls short of the full potential
Relationship strength
0 10020 40 60 80
The Edelman Brand Relationship Index
United States Average
40
See Appendix for a full explanation of how the Index was built. Earned Brand 2016 United States | 15
The consumer-brand relationshipfalls 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 | 16
The consumer-brand relationship
falls short across categories2016 Edelman Brand Relationship Index by category
Personal care
Luxury goods
Retailers
Grocery stores
Mobile carriers
Automobile
Social media
Credit cards
Fashion
Beer, wine,
and spiritsTravel
Home energy
management
Food and beverage
Financial services
Prescription
medicinesUtilities
Household products
OTC medicines
See Appendix for a full explanation of how the Index was built. Earned Brand 2016 United States | 17
47 46 43 43 42 42 42 42 40
40 40 40 40 40 39 37 37 35
Earned Brand 2016 United States | 18
falls short across demographicsThe consumer-brand relationship
2016 Edelman Brand Relationship Index
Matures (71+)
Boomers (51-70)
Gen X (37-50)
Millennials (22-36)
Gen Z (18-21)FemaleMale
Generation Gender
See Appendix for a full explanation of how the Index was built.
44 3837 50 44 33 26
They’re willing to gofurther with you
Earned Brand 2016 Global | 20
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 productI 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.
So far they’re involved, but commitment is the last mile
Strength of relationship with the favorite brand they buy in a category
40
The Edelman Brand Relationship Index
United States Average
See Appendix for a full explanation of how the Index was built. Earned Brand 2016 United States | 21
Commitment within reach– for all brand categories
Percent of relationships in category that are committed
Committed
16%
15%
14%
17%
16%
13%
15%
28%
19%
16% 16%
15%
13%
Automobile
Prescriptionmedicines
Mobile carriers
Financial services
Grocery stores
Credit cards
Travel
Personal care
Retailers
Food and
beverage Beer, wine, and
spirits
Utilities
Fashion
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 States | 22
15%
20%Social media
10%
Luxury goods
19%
15%
Stay LoyalWhen 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 | 23
Strong relationships drive and protect your bottom line
Buy FirstI am one of the first to try
the brand’s new products
I am happy to pay more for thisbrand’s products and services
Q14, ways in which consumers can support a brand.
0
80
60
40
20
Earned Brand 2016 United States | 24
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
Earned Brand 2016 Global | 25
DefendI 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
AdvocateI 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.
0
80
60
40
20
Earned Brand 2016 United States | 26
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.
Interested Involved Invested CommittedIndifferent
The 4 behaviors that increase the most from Involved to Committed
Owned
I participate in creating the brand’s content
+52+42I like/rate what the brand is
saying on social media
+35I am one of the first to try the new products/services of this brand when they come out
+31I defend this brand if I ever hear someone criticizing it
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 States | 27
You can’t buy commitment
Q30 (Regular Usage), (Traditional media callout is a net of 5 items)
30%49%
78% regularly use traditional media sources for information about brands
The brand’s website
Shopping/retailwebsites not
owned by brand
37%Blogs
33%Television
Earned Brand 2016 United States | 29
Learning about brands: earned media matters
Percent who use each media type regularly
Search engines
News articles
Social media sites
47%73%The radio Magazines39%51%64% 61% 48%
Interested Involved Invested CommittedIndifferent
Advertising buys Interest
42% Advertising is primary point of engagement
34%
34%
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 States | 30
Interested Involved Invested CommittedIndifferent
Involved consumers engage across all channels
42%
34%
34%
Paid
Peer
Owned
Percent who have used each type of media to engage with their favorite brand in the last 90 days
59%
Peer conversations nearly as important as paid56%
51%
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 States | 31
42%
34%
34%
Paid
Peer
Owned
61
67
65
67%
61%
65%
Paid
Peer
Owned
59%
56%
51%
Paid
Peer
Owned
CommittedInterested Involved Invested
Paid
71
69
57
57%
Talking aboutand with thebrand matters far more thanadvertising71%
69%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 committed relationship
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 States | 32
Indifferent
42%
34%
34%
Paid
Peer
Owned
From Involved to Committed, usage of peer and owned grow fives times as fastPercent who have used each type of media to engage with their favorite brand in the last 90 days
Interested Involved Invested CommittedIndifferent
-2+13+20
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 States | 33
59%
56%
51%
Paid
Peer
Owned
Paid
71
69
57
57%
71%
69%Peer
Owned
Earning commitment
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 States | 35
46Embodies
unique character 46
Builds trust at every touchpoint
34Acts with purpose
40Invites sharing,
inspires partnership
37Tells a
memorable story
41Makes
its mark
38Listens openly,
responds selectively
40
How to strengthen the relationship through purpose
Acts with purpose
Top four brand attributes that drive a deeper relationship around “Acts with purpose”
Have a charismatic leader I can
admire
Be there for me at really
tough times in my life
Invite and facilitate an
ongoing conversation
with me
Be an interesting part
of my social media
conversations
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 States | 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”
Raise my self-esteem and make me feel better about
myself
People admire and respect me when I use
your brand
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 States | 37
Be an interesting part
of my social media
conversations
Have a heritage I can admire
How to strengthen the relationship through listening
Listens openly, responds selectively
Top five brand attributes that drive a deeper relationship around “Listens openly, responds selectively”
Invite me in and allow me to play a part
Be an interesting part
of my social media conversations
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 States | 38
Offer highly personalized and
responsive customer service
Raise my self-esteem and make me feel better about
myselfInvite and facilitate an
ongoing conversation
with me
Earned Brand
Enables shared action
Committed Consumer
Buys first, stays loyal, advocates,
defends
CONSUMER Purchase
BRAND Engagement
Earned Brand 2016 Global | 39
Committed consumers 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.
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
“
2 3Earned Brand 2016 Global | 41
Earned Brand 2016 1Consumers will give your
brand the license to disruptif 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.
THANK YOU!
Deven Nongbri, Edelman
Full research: www.edelman.com/insights/intellectual-property/earned-brand-2016/
End NotesQ7. 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 | 43
End NotesQ13. 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 | 44
End NotesQ14. 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 | 45
End NotesQ17. 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 | 46
Earned Brand 2016 Technical Appendix
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
Earned Brand 2016Methodology
A Global Survey
TimingApril 7 – April 25, 2016
13 countriesOnline 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 | 48
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 2016The 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 | 49
How was the Edelman Brand Relationship Index built?1. Each respondent rated their favorite brand within three categories givento 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 beone they currently own, use or make purchases from it.
Earned Brand 2016 TECHNICAL APPENDIX | 50
Automobile Beer, wine, and spiritsCredit cardsFashionFinancial servicesFood and beverageGrocery storesHome energy managementHousehold productsLuxury goods
Mobile carriersOTC medicinesPersonal carePrescription medicinesRetailersSocial mediaTravelUtilities
Product categories included in the study
What is your favorite brand in this category that you currently buy
or use?
1Embodies
unique character 2
Makes its
mark
7Acts with purpose
3Tells a
memorable story
6Builds trust at
every touchpoint
4Listens openly,
responds selectively
5Invites 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 | 51
How was the Edelman Brand Relationship Index built?
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 IndexThe 7 relationship dimensions
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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 averageBrand 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 EdelmanBrand Relationship Index
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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
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Building the IndexHow reliable is the Edelman Brand Relationship Index?
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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 ReliabilityGlobal Average .91Australia .91Brazil .90Canada .91China .91France .92Germany .91India .90Japan .87Mexico .90Netherlands .89Singapore .90U.K. .91U.S. .92
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.
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The results:The top drivers that predict an improve-
ment in each dimension score
Understanding stepwise multiple regressions
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 teamEdelman 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.
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