earned brand 2016 - uk results

Earned Brand2016

United Kingdom

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

68% rely on peer sources for buying decisions

66% 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 Kingdom | 4

Meeting their growingexpectations?

51% will not buy if a brand fails to meet societal obligations

48% doing good should be part of a brand’s DNA


45% brands can do more to solve societal ills than government

Q17 (Top 4 Box “Agree”), Q20 (Net of 3 items) Earned Brand 2016 United Kingdom | 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 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 | 9Unless 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


What is your favorite brand

– one you already buy – in this category?


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 | 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 trust at every

touchpoint

Makes its mark

Invites sharing,

inspirespartnership

Embodies uniquecharacter

Listens openly,


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

U.K. Average

33

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

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 | 15

The consumer-brand relationship

falls short across categories2016 Edelman Brand Relationship Index by category

Food and

beverageTravel

Grocery stores

Luxury goods

AutomobileFashion

Retailers

Beer, wine,

and spirits

Personal care

Mobile carriers

Social media

OTC medicinesCredit cards

Financial servicesUtiliti

es

Household products

Home energy

management

Prescription

medicines


40 39 36 36 36 35 35 34 34

32 32 32 31 31 29 29 28 26

Earned Brand 2016 United Kingdom | 17

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.

36 3036 39 33 26 30

They’re willing to gofurther 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 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


33

The Edelman Brand Relationship Index

U.K. Average


Commitment within reach– for all brand categories

Percent of relationships in category that are committed

Committed

7% 7%

8%

13%

6%

5%

10%

15%

9%9%

8%8%

6%

Automobile

Social media

Mobile carriers

Financial services

Grocery stores

Credit cards

Travel

Personal care

Retailers

Food and

beverage

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.


7%

6%

Fashion

6%Luxury goods

12%

7%

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 | 22

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


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


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


The untapped opportunity

Clear majority of buyers will advocate for and defend your brand

Percent of buyers who will advocate for and defend


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.


The 4 consumerbehaviors that increase the most from Involved to Committed

I participate in creating the brand’s content

Owned

+43+40+36+34

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

I advocate for this brand even when I am not directly asked for adviceI am one of the first to try the new products/services of this brand when they come out

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.


You can’t buy commitment

30%

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

49%

68% regularly use traditional media sources for information about brands

The brand’s website

Shopping/retailwebsites not

owned by brand

27%Blogs

19%Television


Learning about brands: earned media matters

Percent who use each media type regularly

Search engines

News articles

Social media sites

39%69%The radio Magazines28%60% 52% 47% 41%


Advertising buys Interest

34% Advertising is primary point of engagement

24%

28%

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.



Involved consumers engage across all channels

34%

24%

28%

Paid

Peer

Owned


47%

Peer conversations nearly as important as paid44%

47%

Paid

Peer

Owned



34%

24%

28%

Paid

Peer

Owned

55

54

54

54%

55%

54%

Paid

Peer

Owned

47%

44%

47%

Paid

Peer

Owned

CommittedInterested Involved Invested

Paid

54

52

4646%

Talking aboutand with thebrand matters far more thanadvertising

54%

52%Peer

Owned


Conversations are the foundations of a committed relationship



Indifferent

55

54

54

54%

55%

54%

Paid

Peer

Owned

47%

44%

47%

Paid

Peer

Owned

34%

24%

28%

Paid

Peer

Owned

From Involved to Committed, usage of peer and owned grow much fasterPercent who have used each type of media to engage with their favorite brand in the last 90 days


-1+8+7



Paid

54

52

4646%

54%

52%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.


39Embodies

unique character 39

Builds trust at every touchpoint

26Acts with purpose

32Invites sharing,

inspires partnership

29Tells a

memorable story

31Makes

its mark

31Listens openly,


33

How to strengthen the relationship through listening

Listens openly, responds selectively

Top four brand attributes that drive a deeper relationship around “Listens openly, responds selectively”

Be an interesting

part of my social media

conversations

Offer highly personalized

and responsive

customer service

Invite me in and allow me

to play a part

Invite and facilitate

an ongoing conversation

with me

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.


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”

People admire and respect me when I use

your brand

Invite me in and allow me to play a part

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.


Be an interesting part

of my social media

conversations

Have a heritage I can admire

How to strengthen the relationship through purpose

Acts with purpose

Top five brand attributes that drive a deeper relationship around “Acts with purpose”

Invite me in and allow me to play a part

Be an interesting

part of my social

media

conversations

Be there for me at really tough times in my life

Be a force for good and help make the world a

better place

People admire and respect me when I use

your brand

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

Enables shared action

Committed Consumer

Buys first, stays loyal, advocates,

defends

CONSUMER Purchase

BRAND Engagement


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.


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 | 40

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.

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 | 41

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.”


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.”


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 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 | 46

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.


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.


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,


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?


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


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


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.



Building the IndexHow 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 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.


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.
