2021年最具关联性的品牌排行榜（英）-34页_9mb

报告摘要

Summary of "The Most Connected Brands 2021"

Core Content

"The Most Connected Brands 2021" is a report by Opinium that explores how brands connect with consumers in the UK, particularly during the pandemic. It outlines the evolving consumer attitudes, the impact of the pandemic on brand connection, and the methodology used to rank the most connected brands.

Main Points

The Importance of Brand Connection

In an era of uncertainty and complexity, brands that connect deeply with consumers are more likely to thrive and grow.
Opinium developed the Most Connected Brands Index (MCB Index) to measure and understand brand connection.

Key Metrics of the MCB Index

Prominence: The brand's presence and scale.
Distinction: The brand's unique identity and ability to set trends.
Emotion: The brand's ability to form emotional relationships.
Dynamism: The brand's momentum and social traction.

These four metrics are combined and weighted to produce a single score that reflects a brand's ability to connect with consumers.

Consumer Attitudes During the Pandemic

41% of consumers want society to return to pre-pandemic life, while 45% want to build on the changes.
The pandemic has changed how people think, feel, and act, especially in terms of social interaction and consumption habits.
People missed social activities like seeing friends and family, going to the pub, eating in restaurants, and watching movies in the cinema.

Top Brands by Key Measures

Prominence

1. Amazon – 149
2. Google – 140
3. NHS – 135
4. Cadbury's – 134
5. BBC – 130
6. Netflix – 129
7. Tesco – 128
8. Apple – 128
9. Boots – 127
10. Heinz – 126

Distinction

1. Amazon – 132
2. NHS – 131
3. Apple – 125
4. Google – 123
5. LEGO – 123
6. Tesla – 118
7. Netflix – 117
8. Dyson – 117
9. Microsoft – 115
10. Cadbury's – 114

Emotion

1. NHS – 131
2. Cadbury's – 125
3. Amazon – 123
4. Heinz – 122
5. Boots – 121
6. Google – 120
7. Walkers – 119
8. M&S – 117
9. Sainsbury's – 117
10. Samsung – 115

Dynamism

1. NHS – 144
2. Amazon – 140
3. Netflix – 135
4. Google – 124
5. Apple – 122
6. WhatsApp – 115
7. Lidl – 114
8. Spotify – 113 (Higher among 18-29 year olds)
9. B&Q – 112
10. Next – 111

Key Insights

The pandemic has reshaped consumer behavior, with a shift towards online shopping and digital interactions.
Health and wellness became more important, with brands like Nike and Fitbit gaining traction.
The NHS emerged as a highly connected brand due to its role in public health and its emotional resonance with consumers.
Technology brands like Amazon and Google remained dominant due to their omnipresence and adaptability.
Emotional connection is crucial, with brands like Cadbury's and M&S excelling in this area.
Dynamism is influenced by innovation and media presence, with the NHS, Amazon, and Netflix leading the way.

Methodology

A nationally representative study of 6,000 consumers was conducted.
The MCB Index is calculated using a weighted average of the four key metrics: Prominence, Distinction, Emotion, and Dynamism.
Correlation analysis was used to determine the weights for each metric.
Additional diagnostic measures were used to explain brand strengths and weaknesses, including brand consideration, satisfaction, social responsibility, value for money, delivery on needs, recommendation, and brand imagery.

Conclusion

The report highlights the importance of understanding and adapting to changing consumer behaviors and emotions.
Brands that remain connected to consumers through emotional, dynamic, and distinct means are more likely to succeed in the post-pandemic world.
The findings provide a benchmark for brands to improve their connection with consumers and to thrive in the evolving market.

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