2017墨西哥品牌亲密度研究（英文版）_32页-2mb

Brand Intimacy Summary: Mexico 2017

Core Concept of Brand Intimacy

Brand Intimacy refers to the emotional and experiential connection between brands and individuals. It is built on emotions, experiences, and daily interactions, and is seen as a new paradigm in marketing that emphasizes the importance of emotional bonds in driving brand relevance and growth. Unlike traditional marketing, which often focuses on one-way communication, Brand Intimacy involves cultivating relationships with consumers through distinct and emotionally resonant brand identities.

Key Findings

• Emotion as a Core Driver: 90% of all decisions are based on emotion, and brands that create strong emotional connections with consumers are more likely to succeed.
• Mexico's Brand Intimacy Landscape:
  • Technology & telecommunications and financial services are the top two most intimate industries in Mexico.
  • Intimacy is slightly higher among women and those under 35 years old.
  • The automotive industry has declined in intimacy ranking, likely due to global financial challenges and scandals like Volkswagen's emissions issue.
• Top 10 Most Intimate Brands in Mexico 2017:
  • American Express ranks #1 with a Quotient of 77.8.
  • Nike and Google follow closely with Quotients of 61.7 and 60.4, respectively.
  • Samsung and PayPal are also among the top performers.
  • IXE makes its debut as a high-ranking local brand.

Main Brands and Their Performance

American Express

• Rank: #1
• Quotient: 77.8
• Key Highlights:
  • Highest percentage of fusing customers (those with the strongest emotional connection).
  • Launched initiatives like The Gold Elite Credit Card and formed alliances to reach new consumer segments.
  • Strong performance in both emotional and financial metrics.

Nike

• Rank: #2
• Quotient: 61.7
• Key Highlights:
  • Strengthened its intimacy performance with initiatives like "Chilangos Sin Limites" and the Nike Women Mexico House.
  • Increased its presence in the Mexican market with a focus on local identity and community engagement.

Google

• Rank: #4
• Quotient: 60.4
• Key Highlights:
  • Ranked highest in enhancement and ritual archetypes.
  • Celebrated 18 years in Mexico and expanded its presence through the Launchpad Accelerator program.
  • Generated significant employment and economic impact via its services.

Samsung

• Rank: #5
• Quotient: 59.9
• Key Highlights:
  • Maintained its lead in the Mexican smartphone market.
  • Made strategic acquisitions in 2016, including Viv and Harman.
  • Experienced a product recall for Galaxy Note 7 due to safety issues.

PayPal

• Rank: #6
• Key Highlights:
  • Grew its presence in Mexico with a focus on mobile and electronic payments.
  • Partnered with Telcel and Costco Mexico to expand its reach.

Sony

• Rank: #9
• Quotient: 51.2
• Key Highlights:
  • Controls 9.4% of the Mexican market.
  • Engaged in environmental initiatives by collecting over 2,000 screens for recycling.

Industry Performance

• Top Industry: Technology & telecommunications (Quotient score: 44.1).
• Second Place: Financial services (with strong performances from American Express, PayPal, and IXE).
• Third Place: Automotive.
• Lowest Performing Industries: Fast food, travel, and insurance & investing.

Demographics

• Age:
  • Technology & telecommunications and automotive dominate across age groups.
  • Millennials value hospitality and youth-oriented retail brands like Forever 21.
  • The 45-64 age group shows a preference for technology and non-retail brands.
• Gender:
  • Google is the only brand ranked in both men's and women's top 5.
  • Men show a preference for automotive and financial services.
  • Women favor technology & telecommunications and consumer goods.
• Income:
  • Lower-income consumers (up to $36K) prefer global brands.
  • Higher-income consumers (over $36K) include local and regional brands like American Express and Levits.

Can't Live Without Brands

• These are brands that are most essential to consumers' daily lives.
• They include a range of categories such as entertainment, technology, automotive, consumer goods, and financial services.
• Notably, no brands from retail, health & hygiene, beverages, travel, social apps, or fast food made the list.

Usage Patterns

• Technology & telecommunications and health & hygiene brands dominate the Top 10 in terms of daily usage.
• Brands that are frequently used tend to have a stronger emotional bond with consumers, often linked to the enhancement or ritual archetypes.

Comparison with Other Markets

• In the U.S., automotive is the top industry, while in the UAE, automotive and technology & telecommunications are the top.
• Brand Intimacy Quotient is generally lower in the U.S. compared to Mexico and the UAE, possibly due to market saturation or other economic factors.
• Mexico now has a slightly higher percentage of intimate consumers than the UAE.

Business Implications of Brand Intimacy

• Intimate brands outperform financial indices in terms of revenue and profit growth.
• They command price premiums and demonstrate greater financial resilience.
• The emotional bond with consumers is a key differentiator and a driver of long-term success.

Conclusion

Brand Intimacy is a powerful marketing strategy that leverages emotional connections to drive loyalty and growth. In Mexico, this strategy is particularly effective in the technology & telecommunications and financial services industries. Brands that successfully build emotional bonds, like American Express and Nike, are more likely to thrive in a competitive market. Understanding and nurturing these connections is essential for marketers aiming to stay relevant and achieve sustainable success.