Edelman-2018年赢得人心的品牌报告（英文）-2019.1-32页_7mb

2018 Edelman Earned Brand Summary

Core Content

The 2018 Edelman Earned Brand report explores the evolving dynamics of consumer-brand relationships in a world where belief-driven buying is becoming the norm. It emphasizes that consumers are increasingly choosing, switching, avoiding, or boycotting brands based on their positions on societal issues. The report is based on survey data collected from 8 global markets: Brazil, China, France, Germany, India, Japan, the U.K., and the U.S., with a focus on understanding how brands can earn, strengthen, and protect these relationships through meaningful stands on social and political issues.

Main Findings

1. Belief-Driven Buying is Mainstream

• Nearly 2 in 3 consumers are now belief-driven buyers, meaning they make purchasing decisions based on a brand's stance on societal issues.
• This trend has seen double-digit growth in 6 of 8 markets from 2017 to 2018.
• Belief-driven buying spans all generations and income levels, indicating that it is no longer limited to younger or higher-income consumers.

2. Consumer Trust in Brands Over Government

• 46% of consumers believe brands have better ideas for solving societal problems than government.
• 53% believe brands can do more to address social issues than government.
• 54% of consumers think it is easier to get brands to act on social problems than to get government to take action.

3. A Brand’s Stand Influences Purchase Intent and Advocacy

• A brand’s stand on social issues drives purchase intent and advocacy.
• 43% of consumers express purchase intent after viewing a brand’s stand, compared to 44% for product features.
• 32% of consumers intend to advocate for the brand after viewing a stand, compared to 26% for product features.

4. Consumer Expectation at the Point of Sale

• 60% of consumers believe brands should make it easier for them to see what their values and positions are when making a purchase.

5. Brands Need to Be Proactive in Communication

• 56% of consumers feel marketers spend too much time forcing attention and not enough time making people want to pay attention.

How to Take a Stand

Edelman outlines three key strategies for brands to effectively take a stand and build meaningful relationships with consumers:

1. Tell a Compelling Story

• Brands should focus on authentic storytelling rather than interruptive advertising.
• Engaged attention is more likely when the brand communication is part of a natural conversation or context.

2. Content Matters More

• Engaged attention can occur across various channels (social media, email, etc.).
• The type of communication that resonates with consumers is more important than the medium used.

3. Activate Your Community

• Peer, expert, and employee voices can drive brand advocacy.
• The report highlights that the presence of a spokesperson significantly increases the likelihood of advocacy.

Brand Democracy

The report introduces the concept of Brand Democracy, where consumers expect brands to be powerful forces for change and to represent their values. Brands are seen as agents of societal change, and their stance on issues is viewed as a reflection of their commitment to solving problems.

Methodology

• Online Survey: 8,000 respondents (1,000 per market) were surveyed between July 10 and July 20, 2018.
• Mobile Survey: 32,000 respondents (4,000 per market) were surveyed between June 29 and July 24, 2018.
• Belief-Driven Buyers Identified: Through a series of six nine-point questions, respondents were classified into three segments:
  • Leaders: Have strong beliefs and choose brands to express them.
  • Joiners: Change buying behavior based on a brand’s stand.
  • Spectators: Rarely buy on belief or punish brands for taking a stand.

The Edelman Brand Relationship Index

The report introduces the Edelman Brand Relationship Index, a tool to measure the strength of the consumer-brand relationship. It is based on a continuum of five levels:

The index measures the depth and quality of the consumer-brand relationship across seven dimensions:

1. Embodies Unique Character
2. Makes Its Mark
3. Tells a Memorable Story
4. Listens Openly, Responds Selectively
5. Inspires Sharing, Invites Partnership
6. Builds Trust at Every Touchpoint
7. Acts with Purpose

Conclusion

The 2018 Edelman Earned Brand report highlights that belief-driven buying is now a mainstream consumer behavior across age, gender, and income groups. Brands that take a stand on societal issues are more likely to drive purchase intent, advocacy, and loyalty. The report encourages brands to act with purpose, tell compelling stories, and engage authentically with their audiences to build strong, lasting relationships.