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?
68%rely on peer sources to
learn about brands
49% rely on peer sources
for buying decisions
44%use/woulduse
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
5. 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%brandscando more to solve
societal ills than government
Earned Brand 2016 Japan | 5
62%
Global
60%
55%
Japan
7. 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?
8. 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 | 8
Please contact Edelman Japan for the details of the study.
9. 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
10. What is your
favorite brand
– one you already buy –
in this category?
Earned Brand 2016 Global | 10
Edelman
Brand
Relationship
Index
11. 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 | 11
Edelman
Brand
Relationship
Index
12. The Edelman Brand Relationship Index
is the average of the
seven dimensions
Earned Brand 2016 Global | 12
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
0-100
Edelman
Brand
Relationship
Index
13. 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
14. 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
Earned Brand 2016 Global | 14
18. Earned Brand 2016 Global | 18
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.
19. So far they’re involved, but
commitment is the last mile
NOW
Strength of relationship with the
favorite brand they buy in a category
Earned Brand 2016 Japan | 19
GOAL
20. Commitmentwithin 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%
21. 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
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
22. 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
23. 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
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
24. 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
25. The 4 consumer behaviors that increase the most
fromInvolved toCommitted
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 morefor
this brand’s products/ services
I am happy to share
personaldata withthis brand
I am oneof the first to try the
new products/services of this
brandwhenthey come out
Interested Involved Invested CommittedIndifferent
Percentage point
change
27. 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 matters
Percent who use each media type regularly
Search
engines
News
articles
Shopping/retail
websites not
owned by brand
31%
Social media
sites
51%74% 70%
The radio Magazines
34%
28. 62%
Earned Brand 2016 Japan | 28
Earned media is the
most valued information source
How respondents describe different sources of information about brands and products
Earned Paid Peer Owned
Most entertaining
Not 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
29. 63%
66%
64%
Paid
Peer
Owned
Paid
65%
Talking about
and with the
brand matters
far more than
advertising
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 Interestbut conversations are
the foundations of a committedrelationship
Earned Brand 2016 Global | 29
57%
54%
52%
Paid
Peer
Owned
43%
35%
34%
Paid
Peer
Owned
30. 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
31. 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
32. +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
34. 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 friends
I 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
35. 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
36. Relationship dimensions
The average strength of each dimension
of the brand relationship
42
Embodies
unique
character
33
Builds trust at
every touchpoint
30
Acts with
purpose
Tells a
memorable
story
28
31
Makes
its
mark
28
Listens openly,
responds
selectively
32
Lowest marks
Earned Brand 2016 Japan | 36
44
35
34
38
42 38
39
33
Global
29
Invites sharing,
inspires
partnership
Brands falling short
on engagement
Japan
37. Bring humor,
entertainment
and enjoyment
to my life
r = .39
Shake things up
and disrupt
business
as usual
r = .40
Earned Brand 2016 Japan | 37
Have a
heritage
I 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.
38. Invite and facilitate
an ongoing
conversation
with me
r = .37
Be an interesting
part of my
social media
conversations
r = .35
Offer highly
personalized
and 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.
39. Bring humor,
entertainment
and 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.
40. 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
“
41. Earned
Brand
Enables
shared action
Committed
Consumer
Buys first, stays
loyal, advocates,
defends
CONSUMER
Purchase
BRAND
Engagement
Earned Brand 2016 Global | 41
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.
