earned brand 2016: global results deck with...

Earned Brand2016

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.

How is your

relationship going?

Feeling a little left out?

86% rely on peer sources to

learn about brands

71% rely on peer sources for buying decisions

58%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 Global | 4

Meeting their growing

expectations?

62% will not buy if a brand fails to meet societal obligations

60% doing good should be part of a brand’s DNA


55%brands can do more to solve societal ills than government

Q17 (Top 4 Box “Agree”), Q20 (Net of 3 items) Earned Brand 2016 Global | 5

Private-label

alternatives

New

business

models

Changing

distribution

channels


Someone trying to

break you up?


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 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 | 9Unless otherwise specified, all data is from the Earned Brand 2016 study. The full text of the questions referenced in the report can be found in the

End Notes at the end of the Global Report. Full explanations of the Brand Relationship Index and other analyses performed, along with detailed

sample and margin of error information, can be found in the Technical Appendix.

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


What is your

favorite brand – one you already buy –

in this category?


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 | 12See 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


Builds trustat every

touchpoint

Makes its

mark

Invites

sharing,inspires

partnership

Embodies

uniquecharacter

Listens openly,

respondsselectively

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

Edelman Brand Relationship Index

Global Average

38

See Appendix for a full explanation of how the Index was built. Earned Brand 2016 Global | 14

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


The consumer-brand relationship

falls short across categories2016 Edelman Brand Relationship Index by category


43 43 42 41 40 40 39 39 39

39 38 38 37 36 35 34 33 33


falls short across demographicsThe consumer-brand relationship

2016 Edelman Brand Relationship Index

Generation Gender

See Appendix for a full explanation of how the Index was built.

40 3638 44 39 32 28

They’re willing to go

further with you


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.

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

38Strength of relationship with the


Edelman Brand Relationship Index

Global Average


Commitment within reach–for all brand categories

Percent of relationships in category that are committed

Committed

17%

14%

13% 13% 13% 13%

12% 12% 12% 12% 12%

10% 10% 10% 10%

8%

Automobile

Social

media

Mobile

carriers

Financial

services

13%

Fashion Grocery

stores

Credit

cards

Travel Personal

care

Retailers Food

and

beverage

12%

Luxury

goods

Beer,

wine, and

spirits

Utilities Prescription

medicines

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 Global | 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


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

Q14, ways in which consumers can support a brand.

0

80

60

40

20

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.Earned Brand 2016 Global | 23

Clear majority of buyers

will buy first and stay loyal

The untapped opportunity

Percent of buyers who will

buy first and stay loyal

Interested Involved Invested CommittedIndifferent


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

Q14, ways in which consumers can support a brand.

0

80

60

40

20

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.Earned Brand 2016 Global | 25

The untapped opportunity

Clear majority of buyers

will advocate for and

defend your brand

Percent of buyers who will

advocate for and defend



The 4 behaviors

that increase the

most from

Involvedto Committed

I participate in creating the brand’s content

Owned

+48pts

+38pts

+35pts

+35pts

I like/rate what the brand is saying on social media

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

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 Global | 26

Percentage point change

You can’t buycommitment

Television

62%

80%regularly use traditional media sources for information about brands


Learning about brands:

earned media mattersPercent who use each media type regularly

Q30 (Regular Usage), (Traditional media callout is a net of 5 items)

Search engines

Social media sites

News articles

Shopping/retailwebsites not

owned by brand

49%

The brand’s website

56%78% 57% 51%

Magazines

37%

Blogs

33%

The radio

37%


Advertising buys Interest

43% Advertising is primary point of engagement

35%

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 Global | 29


Involved consumers engage across all channels

43%

35%

34%

Paid

Peer

Owned

Percent who have

used each type of



the last 90 days

57%

Peer conversations nearly as important as paid54%

52%

Paid

Peer

Owned



63%

66%

64%

Paid

Peer

Owned

Paid

65%

Talking aboutand with thebrand matters far more thanadvertising

73%

72%Peer

Owned

57%

54%

52%

Paid

Peer

Owned

43%

35%

34%

Paid

Peer

Owned

CommittedInterested Involved Invested

Percent who have

used each type of



the last 90 days

Conversations are the foundations

of a committed relationship



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



the last 90 days

Paid

Peer

Owned


65%

72%

73%

Paid

Peer

Owned

+8

+18

+21



62%


Consumers value different sources for

different reasonsHow respondents describe different sources of information about brands and products

Q28 (Definitions for Earned, Paid, Peer and Owned can be found in the end notes)

Earned Paid Peer Owned

Most likely to get my

attention Most entertainingMost emotionally

compelling Most accessible

Most informative &

reassuring

Most truthful &

trusted

Most used for new

product introduction

Most likely to get me to

purchase a new brand or change my opinion

Earningcommitment

A better

customer

experience is

not enough

Owned

Incremental increase in importance of a

brand’s actions, comparing a

Committed to an Involved relationship



Makes decisions with customers’ best interests in mind

I can always find it on my favorite shopping websites

Makes my life significantly better

More reasonable prices than its competitors

More creative products than its competitors

I can always find it at my favorite stores

Doing business with it is so convenient & easy

More innovative products than its competitors

I can always trust what it says and does

The quality of its products is far better

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



Part of my social media landscape

Enhances the bonds I have with my friendsMaintains ongoing conversation with me

Invites me to play part in its innovation process

Significant source of enjoyment in my life

There for me at a tough time in my life

Helps me express myselfIt provides a connection platformI get a lot of respect for owning & using it

It seems to really understand me

Highest incremental impact

Top 10 of 35 attributes

From Involved to Committed

Largest

Increase


Brands falling shorton purpose and

engagement

Relationship dimensions

The average strength of each dimension

of the brand relationship

44Embodies

unique

character38Makes

its

mark

33Acts with

purpose

39Invites sharing,

inspires

partnership

34Tells a

memorable

story

4235Listens openly,

responds

selectively

38

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 Global | 37

Builds trust

at every

touchpoint

42

Top brand actions that improve the score for

acts with purpose

Relationship drivers

Have a heritage I

can admire

Be there for me

at really tough

times in my life

Be a force for good and help make the world a better place

Be an interesting part

of my social media conversations

r = .49

Modeling Q7 “acts with purpose” relationship dimension responses using Q13 “what makes a brand special” items. Within the social

sciences, an r= .30 is considered to be a moderate effect size and an r=.50 is considered to be a large effect size. Working in combination,

these drivers are even stronger and more significant predictors of higher “acts with purpose” dimension scores than they are alone. See

Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis.


Invite me in

and allow me to play a part

r = .49

r = .47

r = .47

r = .46

r= correlation coefficient.

Be an interesting part

of my social media

conversations

r = .46

Be there for me at really

tough times in my life

r = .42

Invite me in and allow me

to play a part

r = .45

Invite and facilitate an ongoing

conversation with me

r = .48




listens openly, responds selectively

Modeling Q11 “listens openly, responds selectively” relationship dimension responses using Q13 “what makes a brand special” items. Within the

social sciences, an r= .30 is considered to be a moderate effect size and an r=.50 is considered to be a large effect size. Working in combination,

these drivers are even stronger and more significant predictors of higher “listens openly, responds selectively” dimension scores than they are

alone. See Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis.

Offer highly

personalized and

responsivecustomer service

r = .41


Invite and facilitate

an ongoing

conversation with me

r = .49


People admire and respect

me when I use your brand

r = .49

Have a

heritageI can admire

r = .53

Be there for me at really tough times in

my life

r = .48



tells a memorable story

Modeling Q9 “tells a memorable story” relationship dimension responses using Q13 “what makes a brand special” items. Within the social

sciences, an r= .30 is considered to be a moderate effect size and an r=.50 is considered to be a large effect size. Working in combination, these

drivers are even stronger and more significant predictors of higher “tells a memorable story” dimension scores than they are alone. See Appendix

for a full explanation of how the relationship dimensions were scored and a description of the regression analysis.

Be an interesting part of my

social media conversations

r = .48



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


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.

End Notes

Q7. 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 Notes

Q13. 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.”


End Notes

Q14. 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.”


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”).

Q28 There are different sources of information about brands and

products. For each of the following statements, please select the one

information source that it describes best. This is the information

source about brands and products that …(Earned=News or articles

posted, published or broadcast by third parties; Paid=Brands or

companies talking about themselves in advertising or other

promotions; Peer=Friends/Family/Like-minded strangers;

Owned=Brands or companies talking about themselves on their web

sites, blogs or social media)

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

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

Timing

April 7 – April 25, 2016

13 countries

Online 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 2016

The sample

CountryInternet

PenetrationSample 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.


13-country global data margin of error: +/-0.9% (N=13,000), global index scores +/- 0.4 points (N=13,000). Country-specific data

margin of error: +/- 3.1% ( N=1,000), country index scores +/- 1.6 points (N = 1,000). Category specific data margin of error: +/-

2.7% (N=1,286-1,546), category index scores +/- 1.5 points (N=1,286-1,546), Millennial specific data margin of error: +/- 1.6%

(N=4,050), millennial index scores +/- 0.8 points (N=4,050).

How was the Edelman Brand Relationship Index built?

1. Each respondent rated their favorite brand within three categories given

to 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 be

one they currently own, use or make purchases from it.


Automobile

Beer, wine, and spirits

Credit cards

Fashion

Financial services

Food and beverage

Grocery stores

Home energy management

Household products

Luxury goods

Mobile carriers

OTC medicines

Personal care

Prescription medicines

Retailers

Social media

Travel

Utilities

Product categories included in the study

What is your favorite brand in this category that you currently buy

or use?

1Embodies

unique

character2

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?


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

markI 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

purposeUnaware 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 Index

The 7 relationship dimensions


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 average

Brand 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 Edelman

Brand Relationship Index


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



Building the Index

How reliable is the Edelman Brand Relationship Index?


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 Reliability

Global Average .91

Australia .91

Brazil .90

Canada .91

China .91

France .92

Germany .91

India .90

Japan .87

Mexico .90

Netherlands .89

Singapore .90

U.K. .91

U.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. The top five drivers shown in this

report are ranked based on their beta values.

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.


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 team

Edelman 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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