3. – Management & research objectives
– Methodology
Report – Executive summary
Overview – Meaning of brands
– Measuring eNgagement
– The four I’s
– TOP 10
– Media exposure
– Category results
5. Management & Research Objectives
Develop a research tool to measure Brand eNgagement and the related I’s.
Rank 116 brands based on their Brand eNgagement score amongst Belgian
consumers.
To support this mission, NBBDO is looking to operationalize the eNgagement concept in a
quantitative survey that can be used…
– … to rank a set of 116 brands based on their eNgagement performance
– … to offer to its clients as a customized research tool in future projects
The outcome of this project will be threefold:
– Master survey that measures Brand eNgagement
– Model that shows the relationship between the four I’s, Brand eNgagement and business KPI’s
– Ranking of 116 brands based on their eNgagement performance
5
9. Associations
Q: To what extent do you agree with the following statements?.
2012 2011 2010
I expect brands to have a high value for money 54% 29% 14% 2% 84% 86% 94%
Brands need the input of their consumers 26% 48% 23% 2% 74% 74% 79%
Brands should be close to their consumers 18% 50% 27% 3%
1% 69% 70% 74%
Brands should involve their consumers in the
19% 46% 29% 5%2% 65% 65% 71%
development of new products and services
Brands are attractive 13% 48% 31% 6% 3% 61% 61% 63%
Brands should involve their consumers in their
communication efforts (campaigns...)
11% 42% 38% 7% 2% 53% 51% 51%
Brands can make us dream 15% 37% 34% 10% 4% 52% 51% 48%
Branded products are more reliable 9% 39% 35% 13% 4% 49% 48% 55%
Brands bring products closer to their consumers 8% 39% 42% 8% 3% 47% 48% 42%
I find branded products more attractive than private
labels
11% 35% 34% 15% 6% 46% 48% 50%
Brands have to actively communicate with me 9% 33% 45% 11% 3% 41% 42% 39%
Brands are a means to feel more confident 7% 28% 36% 19% 9% 35% 37% 33%
Brands make people interact with each other 7% 29% 47% 14% 3% 35% 34% 27%
Totally agree Rather agree Neutral Rather disagree Totally disagree
N =2331
Sign. difference (95%)
9
11. The model
Influence on KPI’s
There are very strong correlations between brand engagement and all KPI’s.
Brand engagement can predict 37% to 48% of the KPI’s.
Likeability and loyalty can be best predicted by engagement, uniqueness is
somewhat less predictable by engagement towards the brand
Likeability r² = 0,42
Intimacy
r = 0,65
Loyalty r² = 0,48
r = 0,70
Involvement
Brand Consideration
r = 0,65 r² = 0,42
eNgagement
Index
r = 0,65
Interaction
Purchase
r² = 0,42
intention
The BEI (Brand r = 0,61
eNgagement Index) is a
Influence score on 100, consisting of
the scores on the four Uniqueness r² = 0,37
dimensions of engagement
11
12. Recommendation
Reasons
Q: You said you would recommend this brand to others. Please indicate why you would recommend this brand to others?
Q: Can you think of other things that would trigger you to recommend this brand to others?
My personal experience with this brand triggers me to
46%
recommend this brand to others
My price/quality perception of this brand 44%
The products and services of this brand 40%
I just love the brand 35%
The promotions from the brand 24%
This brand puts a lot of efforts in its consumers 17%
The buzz (campaigns, events, etc.) about this brand
9%
triggers me to do so
The mission of this brand 9%
The activities from the company behind the brand 8%
None of these 5%
N =4458 / F= Only if they would recommend the brand
12
13. No recommendation
Reasons
Q: You said you would not recommend this brand to others. Please indicate why you would not recommend this brand to others?
Q: Can you think of other things that prevents you from recommending this brand to others?
I just don’t love the brand 28%
My price/quality perception of this brand 17%
My personal experience with this brand triggers me
16%
to not recommend this brand to others
The products and services of this brand 13%
This brand does not put a lot of efforts in its
8%
consumers
The (lack of) promotions from the brand 7%
The lack of activities from the company behind the
6%
brand
The mission of this brand 5%
The buzz (campaigns, events, etc.) about this
4%
brand does not trigger me to do so
None of these 35%
N =2548 / F= Only if they would not recommend the brand
13
23. The 4 I’s
Water
Water
Intimacy
70%
60%
50%
40%
30%
20%
10%
Influence 0% Involvment
Spa
Perrier
Vittel
BRU
Contrex
Chaudfontaine
Interaction Evian
23
24. The 4 I’s
Cars
Cars
Intimacy
70%
60%
50%
40%
30%
20%
10%
Influence 0% Involvment
Volvo
Mercedes
BMW
Audi
Volkswagen
Interaction MINI
Toyota
24
25. The 4 I’s
Magazines
Magazines
Intimacy
70%
60%
50%
40%
30%
20%
10%
Influence 0% Involvment
Dag Allemaal
Humo
Libelle
Story
Flair
P-magazine
Feeling
Interaction Goed Gevoel
Knack
TV Familie
Vitaya
25
26. The 4 I’s
Fruit juices
Fruit juices
Intimacy
70%
60%
50%
40%
30%
20%
10%
Influence 0% Involvment
Minute Maid
Appelsientje
Looza
Materne
Sunland
Interaction Capri Sun
Tropicana
26
27. The 4 I’s
Banks
Banks
Intimacy
70%
60%
50%
40%
30%
20%
10%
Influence 0% Involvment
KBC
Belfius
ING
BNP Paribas
Fortis
Argenta
AXA
Interaction
27
28. The 4 I’s
Cola
Cola
Intimacy
70%
60%
50%
40%
30%
20%
10%
Influence 0% Involvment
Coca-Cola
Coca-Cola
light
Pepsi
Pepsi Max
River
Interaction
Lidl Cola
28
36. The 4 I’s
Salty snacks
2012 2011 2010
52%
This brand is present in places that I frequently visit 50%
43%
ntimacy
30%
This brand is very much present in my daily life 34%
31%
This brand succeeds in reaching me as it is present at the right place 40%
44%
and at the right moment 36%
23%
I feel involved with this brand 25%
18%
18%
I feel involved in the actions this brand undertakes
11%
18%
nvolvement
17%
This brand involves me in its communication efforts 14%
8%
24%
This brand stimulates conversations about itself 25%
19%
This brand stimulates interaction with its users by organizing things 25%
that fit to their consumers lifestyles
20%
17% nteraction
By evoking buzz (campaigns, events, etc) this brand induces a 26%
26%
dialogue between consumers 18%
61%
I would recommend the brand to others 66%
23%
23%
I have recently spoken about this brand to someone 22%
20%
18%
nfluence
The brand has triggered me to join conversations about it 18%
15%
Sign. difference compared to last year 95%)
36
44. Media exposure
Above the line exposure
Q: On which of the following occoasions did you encounter the brands that are listed below?
In printed media:
newspapers, magazines
Radio spots On another website
On the website of the brand
VARIANCE)
On other social media
I have encountered the brand TV advertisements
in a conversation with a Other On Twitter I have seen this brand in a
friend/family member store
On Pinterest
DIMENSION 1 (11% EXPLAINED
In the street: abri, billboard, etc. I have seen this brand at a
In public places: flyers, street
friend’s place
animation, sampling, tasting,
On Facebook etc
Athletes that are sponsored by
the brand
At sponsored
events/festivals Significant on dimension 1
Significant on dimension 2
Significant on both dimensions
DIMENSION 1 (65% EXPLAINED VARIANCE)
44
45. Media exposure
Q: On which of the following occoasions did you encounter the brands that are listed below?
Choco-
Auto- Cell- Distri- Maga- Marga- Salty Dairy
Banks Beer late Coffee Coke Energy Juices Telco Waters
motive phones butie zines rines snacks products
snacks
TV advertisements 66% 44% 41% 42% 63% 55% 49% 20% 42% 39% 38% 52% 52% 64% 59% 42%
In the street: abri, billboard, etc. 49% 38% 25% 25% 24% 26% 30% 26% 20% 18% 21% 13% 23% 44% 25% 14%
In printed media: newspapers,
47% 43% 27% 32% 19% 28% 25% 39% 36% 20% 37% 23% 22% 44% 24% 20%
magazines
I have seen this brand at a friend’s
39% 14% 45% 44% 35% 33% 47% 28% 11% 31% 40% 30% 48% 34% 31% 28%
place
I have seen this brand in a store 33% 10% 69% 55% 68% 61% 70% 51% 8% 70% 57% 72% 71% 35% 68% 69%
In a conversation with a
31% 25% 22% 29% 13% 18% 23% 28% 20% 10% 19% 13% 13% 33% 15% 8%
friend/family member
On the website of the brand 25% 23% 10% 25% 9% 13% 12% 24% 18% 8% 14% 9% 14% 31% 10% 7%
Radio spots 22% 31% 16% 7% 10% 11% 12% 17% 31% 8% 25% 7% 9% 39% 8% 8%
At sponsored events/festivals 20% 23% 27% 13% 7% 8% 26% 5% 10% 7% 11% 3% 11% 29% 13% 5%
In public places: flyers, street
20% 17% 23% 14% 17% 19% 29% 20% 14% 16% 11% 13% 23% 29% 13% 15%
animation, sampling, tasting, etc.
Athletes that are sponsored
9% 15% 5% 6% 3% 4% 11% 5% 7% 2% 3% 2% 4% 14% 7% 5%
by the brand
On Facebook 9% 6% 7% 12% 7% 7% 10% 6% 5% 4% 7% 4% 8% 14% 5% 3%
On another website 2% 3% 2% 3% 2% 2% 2% 2% 4% 1% 3% 2% 3% 4% 2% 2%
On Pinterest 2% 2% 2% 3% 2% 1% 2% 2% 2% 1% 2% 1% 2% 2% 1% 1%
On Twitter 2% 2% 2% 4% 2% 2% 3% 1% 2% 2% 3% 2% 3% 5% 2% 2%
On other social media 2% 2% 2% 2% 2% 2% 2% 1% 2% 1% 2% 2% 3% 2% 1% 2%
Other 2% 4% 2% 1% 1% 3% 3% 2% 3% 1% 2% 2% 3% 3% 1% 3%
None of the above 10% 14% 8% 13% 7% 10% 10% 12% 16% 10% 11% 10% 7% 7% 9% 11%
45
51. Executive Summary
Conclusions
• The overall feeling towards brands is consumers need to receive high value for
money. In addition brands need to listen to their consumers. They should be
close to their consumers and listen to their needs and even involve them in the
development of new products and services.
• These two characteristics are key for brand recommendation. A good
price/quality perception and the personal experience are the main drivers of
brand recommendation. There is no willingness to recommend when either
these two characteristics are not present or there is no ‘love’ between the
consumer and the brand (or its services/products).
• This points out the importance to engage with consumers as a brand. The
brand eNgagement index is a model to measure brand engagement. This model
focuses on 4 dimensions: Involvement, Influence, Intimacy and Interaction.
These dimensions explain the majority of the variance in the brand
engagement index. The brand engagement index influences the brand KPIs
such as likeability, loyalty, consideration, purchase intention and uniqueness.
52. Executive Summary
Conclusions
• The brand eNgagement index (BEI) integrates the scores on each of the four
dimensions and can reach a maximum score of 100.
• On a brand level Coca Cola, Colruyt, Apple, Samsung, Douwe Egberts, Cote
D’or, Proximus, Telenet, Delhaize & Coke Zero are the best scoring brands out
of the 116 evaluated brands. Four new brands came in the Top10, whereof two
retailers : Colruyt and Delhaize. Coke Zero took the place of Coke Light. Unlike
Telenet, last year n°2, just remained in the top 10. Among users only, Coca Cola
and Apple perform well but smaller brands such as Mobile Vikings, Argenta and
Eneco that are in the top.
• On category level, the 3 best scoring categories are retail, telecom and
cellphones.
• Media exposure remains a driver of brand engagement. There is a direct
positive effect on brands which have more exposure on their BEI score.
