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brandshare 2014 India Results
1.
HOW BRANDS &
PEOPLE CREATE A VALUE EXCHANGE Presented by Edelman brandshareTM 2014 © Daniel J. Edelman, Inc .
2.
A VALUE EXCHANGE
STARTS WITH PEOPLE’S NEEDS CONSUMER NEEDS 2 People’s needs have changed due to an increasingly complex and interconnected world. brandshareTM 2014 © Daniel J. Edelman, Inc .
3.
CONSUMER NEEDS MATCHED BY WAYS
BRANDS CAN FULFILL THESE NEEDS 3 BRAND BEHAVIORS Actions brands can take to fulfill these new consumer needs. brandshareTM 2014 © Daniel J. Edelman, Inc .
4.
AND THE DELIVERY
OF MUTUAL BENEFIT BRAND BEHAVIORS CONSUMER NEEDS 4 VALUE EXCHANGEQuantifiable value exchange based on shared contribution and benefit. brandshareTM 2014 © Daniel J. Edelman, Inc .
5.
PEOPLEGeneral and influencer consumer
populations who report at least a minimal level of engagement* with brands 15,000 IN 12 COUNTRIES AUSTRALIA BRAZIL CANADA CHINA FRANCE GERMANY INDIA JAPAN MEXICO TECH + ELECTRONICS TELECOMMUNICATIONS FOOD SOFT DRINKS + COFFEE BEER + SPIRITS CONSUMER HEALTH CPG/FMCG RETAIL FINANCIAL SERVICES ENERGY AUTOMOTIVE INDUSTRY SECTORS 30 MINUTE DURATION BRANDS48 multi-national brands, plus approx. 15 “local” brands per country 199 ACROSS ELEVEN THROUGH ONE ONLINE SURVEY 5 SECOND ANNUAL BRANDSHARE STUDY NETHERLANDS UK USA brandshareTM 2014 © Daniel J. Edelman, Inc . *To participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. Brand engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter, wearing branded clothing, etc. INDIA2029 people Across 19 states (controlled, distributed sample) About 48 multi-national brands, and 11 “local” brands We talked to
6.
6 I can count
on the brand to deliver consistent products or services 1 The brand is an essential part of my life I respect the company’s leaders I feel good about this company’s commitment to its community I feel the brand cares about more than itself 4 5 I feel good buying this company’s products or services 6 7 I believe in the brand’s purpose8 9 brandshareTM 2014 © Daniel J. Edelman, Inc . The brand delivers what I need from a product or service 2 I want to be associated with the brand 1 2 3 WE COMPARED CONSUMER NEEDS…
7.
TO WAYS BRANDS
COULD FULFILL THESE NEEDS… Shares company history and heritage openly Openly shares its vision for the future Is open about company performance and holds leaders accessible Communicates transparently about how its products are sourced and manufactured Takes a stand on issues of importance to individual consumers Offers many ways for consumers to ask questions and share opinions Is quick to respond to people’s concerns and complaints Helps people achieve their personal goals Invites consumers to participate in events and live experiences Invites consumers to interact online Invites consumers to represent products and services to their social networks 7 Acts with a clear mission and purpose at its core1 2 3 4 5 6 Invites consumer participation in product development7 8 9 14 13 Uses its resources to drive change in the world12 11 10 brandshareTM 2014 © Daniel J. Edelman, Inc .
8.
AND EVALUATED HOW
THEY COMBINE TO DELIVER BUSINESS OUTCOMES 8 Purchase Recommend Defend 1 2 3 Share Personal Information Share Brand Content 4 5 brandshareTM 2014 © Daniel J. Edelman, Inc .
9.
WE LEARNED THERE
IS: Little value for the consumer in the current value exchange A new consumer need state that drives value Value in meeting emotional needs in new ways 9 brandshareTM 2014 © Daniel J. Edelman, Inc .
10.
10 brandshareTM 2014 ©
Daniel J. Edelman, Inc . LITTLE VALUE FOR THE CONSUMER IN THE CURRENT VALUE EXCHANGE
11.
PEOPLE CONTRIBUTE. BRANDS
BENEFIT. THERE IS LITTLE VALUE EXCHANGE. Shared relationshipOne-sided relationship 66% 34% 11 Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information, stories, etc.) successfully share with you in return, or is it more of a one sided relationship? Q25: Do you think brands are motivated to share with you because they have a sincere commitment to their customers, or because they have a self-centered desire to increase profits? Sincere commitment to their customers Brands have self-centered desire to increase profits 70% 30% brandshareTM 2014 © Daniel J. Edelman, Inc .
12.
INDIAN CONSUMERS ARE
MORE POSITIVE TOWARDS BRANDS Shared relationshipOne-sided relationship 43% 57% 12 Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information, stories, etc.) successfully share with you in return, or is it more of a one sided relationship? Q25: Do you think brands are motivated to share with you because they have a sincere commitment to their customers, or because they have a self-centered desire to increase profits? Sincere commitment to their customers Brands have self-centered desire to increase profits 44% 56% brandshareTM 2014 © Daniel J. Edelman, Inc .
13.
PEOPLE WANT MORE
VALUE FROM BRAND RELATIONSHIPS 13 Q9: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% who selected JUST RIGHT or NOT ENOUGH] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]} brandshareTM 2014 © Daniel J. Edelman, Inc . Want more meaningful relationships with brands 87% 17% Think brands deliver Want more meaningful relationships with brands 73% 30 % Think brands deliver
14.
Q5: You will
be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND] PEOPLE DEMAND GREATER RESPONSIVENESS… 79% 30% HOW THEY THINK BRANDS PERFORM GAP -49 PEOPLE SAY IT IS IMPORTANT 68% 29% -39 Gives many ways to ask questions and give opinions Respond quickly to people’s concerns and complaints GAP 14 brandshareTM 2014 © Daniel J. Edelman, Inc .
15.
MORE INVOLVEMENT… Invites people
to be a part of the development and refinement process 33% 65% -32 Communicates openly and transparently about how products are sourced and made 30% 72% -42 PEOPLE SAY IT IS IMPORTANT GAP GAP 15 brandshareTM 2014 © Daniel J. Edelman, Inc . HOW THEY THINK BRANDS PERFORM Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]
16.
AND REAL CONVICTION
FROM BRANDS 34% 72% -38 PEOPLE SAY IT IS IMPORTANT 29% -36 65% Uses its resources to drive change in the world Has a clear mission and purpose at its core GAP GAP 16 brandshareTM 2014 © Daniel J. Edelman, Inc . HOW THEY THINK BRANDS PERFORM Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]
17.
EVERY GENERATION DEMANDS
MORE VALUE MILLENNIALS GEN X BOOMER -54 -62Respond quickly to people’s concerns and complaints -70 -49 -53Communicates openly and transparently about how products are sourced and made -57 -39 -42Gives many ways to ask questions and give opinions -41 -34 -37Invites people to be a part of the development and refinement process -38 -38 -38Has a clear mission and purpose at its core -34 -35 -38Uses its resources to drive change in the world -33 -32 -34Lets people know the company’s mission and vision for the future -34 -37 -38Takes a stand on the issues I care about most -33 17 GAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE brandshareTM 2014 © Daniel J. Edelman, Inc .
18.
18 brandshareTM 2014 ©
Daniel J. Edelman, Inc . EMOTIONAL AND RATIONAL NEEDS ARE MERGING
19.
EMOTIONAL AND RATIONAL
NEEDS ARE MERGING .25 .3 .35 .4.2.15 RATIONAL EMOTIONAL 19 .3 .25 .2 .15.35.4 QUICKLY RESPONDS TO PEOPLE’S CONCERNS AND COMPLAINTS ACTS WITH CLEAR MISSION AND PURPOSE AT ITS CORE GIVES MANY WAYS TO ASK QUESTIONS AND GIVE OPINIONS MOST IMPACT LEAST IMPACT MOST IMPACT brandshareTM 2014 © Daniel J. Edelman, Inc .
20.
SHARE BRAND CONTENT PURCHASE DEFENDRECOMMEND SHARE PERSONAL INFO WILL
NOT BRAND BEHAVIORS THAT MEET EMOTIONAL AND RATIONAL NEEDS DELIVER GREATER PURCHASE, DEFENSE AND RECOMMENDATION 20 EMOTIONAL + RATIONAL EMOTIONAL RATIONAL DEFINITELY WILL 4 5 6 7 8 9 10 3 2 1 +5% +7% +5% brandshareTM 2014 © Daniel J. Edelman, Inc .
21.
21 brandshareTM 2014 ©
Daniel J. Edelman, Inc . A NEW CONSUMER NEED STATE HAS EMERGED THAT DRIVES VALUE
22.
I feel good
about this company’s commitment to its community 22 I feel the brand cares about things other than itself I believe in the brand’s purpose FULFILLING SOCIETAL NEEDS DRIVES BUSINESS OUTCOMES brandshareTM 2014 © Daniel J. Edelman, Inc .
23.
Takes a stand
on the issues I care about most Acts with a clear mission and purpose at its core Invites people to be a part of the development and refinement process for products or services Uses its resources to drive change in the world SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY 23 TOP FOUR BRAND BEHAVIORS THAT CORRELATE TO CONSUMERS’ SOCIETAL NEEDS brandshareTM 2014 © Daniel J. Edelman, Inc .
24.
MEETING PEOPLE’S THREE
NEEDS STATES COMPOUNDS BENEFIT TO BRANDS PURCHASE+9% DEFEND+7% RECOMMEND+11% SHARE PERSONAL INFO+6% SHARE BRAND CONTENT+6% 24 RATIONAL EMOTIONAL SOCIETAL brandshareTM 2014 © Daniel J. Edelman, Inc . + +
25.
HOW CAN BRANDS IN
INDIA FILL THE GAPS AND CREATE BETTER VALUE EXCHANGE? 25 brandshareTM 2014 © Daniel J. Edelman, Inc .
26.
STORYTELLING & STORYSHARING RECOGNIZE THAT
PARTICIPATION COMES IN MANY FORMS PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM 26 OF RESPONDENTS THINK IT’S IMPORTANT TO INVITE PEOPLE TO BE A PART OF THE PRODUCT/SERVICE DEVELOPMENT AND REFINEMENT PROCESS65% brandshareTM 2014 © Daniel J. Edelman, Inc .
27.
ALIGN MARKETING AND
CORPORATE COMMUNICATIONS EFFORTS TO ENSURE YOUR STORY IS HEARD AND SHARED EVOLVE YOUR BRAND TO INCLUDE BOTH BRAND PROMISE AND BRAND PURPOSE CONVICTION & COMMITMENT OF CONSUMERS BELIEVE BRANDS MUST HAVE A CLEAR REASON OR PURPOSE89% 27 brandshareTM 2014 © Daniel J. Edelman, Inc .
28.
LISTEN, LEARN AND
ADAPT BASED ON WHAT PEOPLE TELL YOU ABOUT THEMSELVES AND YOUR BRAND PROTECT YOUR BRAND BY INCORPORATING CUSTOMER SERVICE INTO YOUR MARKETING STRATEGY ALWAYS ON & ALWAYS ADAPTING OF RESPONDENTS FEEL THEY SHOULD BE ABLE TO COMMUNICATE AND INTERACT WITH BRANDS QUICKLY, IN REAL-TIME91% 28 brandshareTM 2014 © Daniel J. Edelman, Inc .
29.
29 CONSUMER ACTIONS CONSUMER NEEDS RECOMMEND DEFEND PURCHASE BRAND BEHAVIORS RATIONAL EMOTIONAL MOVING FROM A
TRANSACTION-BASED VALUE EQUATION… brandshareTM 2014 © Daniel J. Edelman, Inc .
30.
30 CONSUMER ACTIONS CONSUMER NEEDS RECOMMEND DEFEND PURCHASE BRAND BEHAVIORS RATIONAL EMOTIONAL SHARE PURCHASE INFO SHARE BRAND CONTENT SOCIETAL TO ONE
THAT’S DYNAMIC AND MULTIDIMENSIONAL brandshareTM 2014 © Daniel J. Edelman, Inc .
31.
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Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, inc. (“Edelman”).
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