2017品牌亲密度研究（英文版）_32页-2mb

报告摘要

Brand Intimacy Summary

Core Content

Brand Intimacy refers to the emotional bonds consumers form with brands, which are critical for driving brand growth and success. The 2017 Brand Intimacy Report highlights that these bonds are not only more valuable but also more resilient financially. The report is based on a comprehensive study involving 6,000 consumers across 15 industries and 386 brands, focusing on how brands connect emotionally with their audiences.

Main Points

Emotional Connection: Brands that form strong emotional bonds with consumers outperform traditional financial indices in terms of revenue and profit growth.
Intimacy is Key: Intimate brands command a price premium and are more resilient in economic downturns.
Growth Strategy: Intimacy is a new paradigm in marketing, emphasizing the need for brands to be emotive, distinct, and immediately understood.
Market Insights: The U.S. has lower Brand Intimacy rates than Mexico and the UAE, and intimacy is generally equal for men and women.

Key Findings

U.S. Brand Intimacy Rankings

Top 10 Brands:
- #1: Apple (↑77.0 Quotient)
- #2: Disney (↑73.1 Quotient)
- #3: Amazon (↑71.0 Quotient)
- #4: (Not specified)
- #5: Netflix (↑61.2 Quotient)
- #6: Nintendo (↑59.6 Quotient)
- #7: Samsung (59.0 Quotient)
- #8: Whole Foods (↓58.8 Quotient)
- #9: Toyota (↓57.4 Quotient)
- #10: (Not specified)
Performance Trends:
- Entertainment and technology brands are leading in emotional connection.
- Automotive brands, while still in the Top 10, have seen a decline in performance.
- Harley-Davidson has improved, while BMW and Toyota have dropped significantly.

Top 10 Leaders at a Glance

Apple:
- Dominates with the highest Quotient score.
- Strong in enhancement, ritual, and identity.
- Leads in "can't live without" and frequency of use.
Disney:
- Ranked #2, with a strong focus on nostalgia.
- Shows significant improvement in this year's rankings.
Netflix:
- Emerges as a new leader in emotional connection.
- Has the highest percentage of bonding customers.
Nintendo:
- Known for its strong presence in mobile gaming and innovative console releases.
- Has the highest percentage of sharing customers.
Amazon:
- Continues to be a top retail brand with strong customer intimacy.
- Shows strong performance across age and income groups.
Samsung:
- Seen as the "poor man's" Apple.
- Has made strategic acquisitions and is collaborating with Microsoft.

Two Leading Brand Comparisons

Disney vs. Samsung:
- Both are top intimate brands but with different emotional strengths.
- Disney is strongest in nostalgia, while Samsung is strongest in enhancement.
- They both have a high percentage of sharing customers.

This Year's Findings

Escapism Dominates: Consumers are seeking brands that offer escape, such as entertainment and gaming.
Price Resilience: Intimate brands command a higher price premium.
Consumer Behavior: Consumers are more cautious about spending, especially on large purchases.
Demographics:
- Age: Apple and Amazon are popular across all age groups. Netflix is most popular among 18-34 year-olds.
- Gender: Apple is equally popular among both genders. Women favor Disney, while men favor Nintendo.
- Income: Amazon is a top brand for both lower and higher income groups.

The Business of Intimate Brands

Intimate brands outperform S&P and Fortune 500 indices in revenue and profit growth.
They have a stronger price resilience, with consumers willing to pay a premium for their products and services.
Brands that foster emotional connections are more likely to create long-term loyalty and engagement.

Longevity and Growth

Revenue Growth:
- Intimate brands show consistent growth over the 10-year period.
- The average annual revenue growth is significantly higher than non-intimate brands.
Profit Growth:
- Intimate brands also outperform in profit growth, with a higher average annual profit.

Country Findings

U.S.:
- Lower Brand Intimacy rates compared to Mexico and UAE.
- Top industries: Automotive, Media & Entertainment, Retail.
- Top brand: Apple.
Mexico:
- Higher Brand Intimacy rates, especially among women and those under 35.
- Top industries: Technology & Telecommunications, Financial Services, Automotive.
- Top brand: American Express.
UAE:
- Highest Brand Intimacy rates, with fulfillment as the dominant archetype.
- Top industries: Automotive, Technology & Telecommunications, Luxury, Hospitality.
- Top brand: Not specified, but Google is a strong contender.

Additional Insights

Usage Patterns: Technology & telecommunications brands dominate daily usage.
Archetypes:
- Enhancement is dominant in the U.S. and UAE.
- Indulgence is the most popular in Mexico.
Strategic Moves:
- Brands are investing in technology, AI, and IoT to enhance customer engagement.
- There is a growing focus on creating immersive and emotionally resonant experiences.