品牌体验指数报告（英文版）_24页_3mb

报告摘要

Experience Brand Index Summary

Core Content

The Experience Brand Index highlights the importance of brand experience over traditional brand messaging and advertising. The research, conducted by Jack Morton Worldwide, surveyed over 6,000 consumers in the US, UK, and China across 10 industries and 100 brands. It emphasizes that consumer behavior and loyalty are driven by tangible actions and interactions rather than just brand promises.

Main Points

Brand Experience is Key: Consumers value the actions and interactions of brands more than the messages they promote. Brands that deliver proof of their promises see higher customer loyalty, Net Promoter Scores (NPS), and recommendation rates.
NPS and Loyalty: Brands that deliver proof of their promises have more than 200% higher NPS than those that do not. These brands also enjoy higher customer loyalty and greater word-of-mouth.
Consumer Skepticism: Over 50% of global consumers believe most brands rarely live up to their promises. In China, this number is 60%.
Brand Integrity is Delicate: If a brand fails to meet its promises, consumers lose trust and may abandon it. This is particularly true for older consumers.
Changing Generations: Millennials and Gen Z are more concerned about how brands behave and are more skeptical than previous generations. This shift requires brands to focus on experience rather than just messaging.

Key Insights

Experience Brands are those that consistently deliver across all touchpoints. They are more likely to be recommended, have higher loyalty, and higher NPS.
Proofpoints are the tangible interactions that support brand promises. These include employee service, in-store experiences, web and mobile interactions, online shopping, social content, and events.
Geographic and Industry Differences: In the US and UK, employee experience is a critical proofpoint, while in China, social content has the highest impact. Web and mobile experiences are important across all regions.
Top Experience Brands: The top Experience Brands in the US, UK, and China are Amazon, Netflix, and Royal Caribbean, respectively.

Experience Brand Checklist

Do you deliver proof on your promises?
Are your interactions consistent across all touchpoints?
Are your employees trained to reflect your brand values?
Is your online presence engaging and user-friendly?
Are your events and experiences innovative and memorable?

Brands to Watch

Sony (USA)
eBay (UK)
WeChat (China)
YouTube (USA)
Neutrogena (USA)
Macy's (China)
Heineken (China)
IKEA (USA)
TUI (UK)
Xiaomi (China)

Conclusion

The Experience Brand Index underscores the evolving landscape of brand success, where action and interaction take precedence over advertising and messaging. Brands must focus on delivering experiences that align with their promises to build trust, foster loyalty, and stand out in a competitive market. As generational shifts continue, the role of brand experience will only become more crucial in capturing consumer attention and driving long-term success.