MBLM2019年品牌亲密指数调查报告2019321页

BRANDINTIMACYSTUDY2019USAAreyouleveragingthescienceofemotion?TableofcontentsLeveragethescienceofemotion.........................3WhyBrandIntimacy?...................................4Financialperformance..................................5USATop10MostIntimateBrands2019...................6Demographics........................................28Thesmartphoneecosystem............................30Millennialfindings.....................................31Industries............................................32Globalfindings........................................33BrandIntimacyModel..................................34MoreonBrandIntimacy................................36Brandsmatter.Emotioncounts.Everyyear,weproducethelargeststudyofbrandsbasedonemotion.Theproprietarymethodologywehavedevelopedoverthepastdecadeisbasedon20,000qualitativebrandstories,1,000hoursofinsights,andmorethan18,000quantitativeinterviewsand156,000brandevaluations.Thisyearweexaminedhow6,200consumersacrossthreecountriesbondwiththebrandstheyuseandlove.WealsoshowcasedhowbrandsbasedonemotioncontinuetooutperformtopbrandsinfinancialindicessuchasFortune500andS&P,demonstratingtheclearbusinessadvantagesofleveragingemotionalscience.Thisdocumentfeaturesonlythetop10rankingbrands,andfromthemwegainkeyinsightsorlessonsonhowtheybuildsuccessfulbondswiththeircustomers.Byexploringourdatadashboard,youcanbroadenyourunderstandingofnearly400brands.Ifyourbrandisinourstudy,considerhowyoucandeepenandenhancethecharacterandintensityofitsbondswithconsumers.Ifyourbrandisnotinourstudy,examinewhetheryouaremeasuringandleveragingyourbrand’semotionalpower.Wecanbethepartnertohelpyougetthere.Allbrandshavethepotentialtobeintimatewiththeirusers.Areyoudoingeverythingpossibletoensureyourbrandisbuildingstrongbonds?23BRANDINTIMACY2019BRANDINTIMACY2019•Providesgreaterpriceresilience•Centersonemotion,whichdrivesdecisionandwillingnesstopurchase•Createsstrongsenseofloyalty•Iscustomer-centricandbasedonreciprocity•LeveragestechnologytoestablishanecosystemforbuildingbondsAdvantagesTopintimatebrandshavedoublethenumberofconsumerswillingtopay20percentmoreWecontinuetoseethatconsumersaremorewillingtopayapremiumforhighlyintimatebrandsthantheyareforbrandswithlowerlevelsofintimacy.PriceResilienceWhyBrandIntimacy?Ashasbeenthecaseoverthepast10years,intimatebrandscontinuetooutperformestablishedfinancialindicesforbothrevenueandprofit.Wecompiledthetop10companiesfromtheBrandIntimacyRankings,Standard&Poor’s500,andtheFortune500lists.Foreachbrand,ourteamsgatheredthereportedrevenueandprofit/lossfor2008–2017fromtheirannualreportsandform10-Ks.Fromthedata,wethencalculatedtheaverageyear-over-yeargrowthratesforbothrevenueandprofitforthe10-yearperiod.Topintimatebrandsdeliversuperiorresultsinrelationtorevenueandprofitgrowth,suggestingtheimportanceofemotionindrivingtheworld’sleadingbrands.Outperformingleadingfinancialindices0.5000.2500.3750.12506.37%44.98%38.60%20.45%24.52%Averageprofitgrowth2008–20174.75%3.66%8.68%3.93%5.01%0.0900.0450.0680.0230Averagerevenuegrowth2008–2017Brandcanbeakeyasset,helpingfacilitatedemand,encouragegrowth,ensureconsistencyofusers,andcreateadvantage.Althoughtheworldaroundushaschangeddramaticallyandshapedthewayweconsume,buy,andsell,approachestomarketingandbrandbuildinghavelargelystagnated.Mostfeaturemodelsandstructuresfromdecadesagothattendtofocusontheimportanceofrational,hierarchalthinkingandcreateconstructsdesignedtomimicadeliberatedecision-makingprocess.Withadvancesinbehavioralscienceandneuroscience,wenowunderstandthathumansprocessinformationandmakedecisionsbasedonemotion.Thissuggeststhattoinfluenceandaffectdecision-making,youhavetoappealandconnecttopeople’semotions.Wefocusondecodingthisemotionalsciencetobuildstrongbrands.45BRANDINTIMACY2019BRANDINTIMACY2019U.S.Top10MostIntimateBrands2019QUOTIENT77.91QUOTIENT70.92QUOTIENT69.83QUOTIENT62.54QUOTIENT61.45QUOTIENT58.46QUOTIENT57.77QUOTIENT56.28QUOTIENT54.89QUOTIENT54.710U.S.RankingsThisyear’srankingsarethelatestfindingsinnearlyadecadeofresearchandanalysisrelatedtoBrandIntimacy.Inlastyear’sU.S.Top10MostIntimateBrands,wesawthegrowingdominanceofmedia&entertainment,andthattrendcontinuesin2019.Afterthreeyearsofleadingourstudy,ApplehasbeendethronedbyDisney,andthetop10hasbecomeincreasinglysaturatedwithmedia&entertainmentbrands(fouroutoften,upfromthreelastyear).Automotivehasalsoincreaseditspresenceatthetopoftherankings.Althoughithasslidfromits#2spotlastyear,Amazonmaintainsastrongpositionintherankings.Wealsohaveafast-risingnewentrantinfastfoodbrandChick-fil-A.67BRANDINTIMACY2019BRANDINTIMACY2019BrandIndustryAverageBRANDRANK1INDUSTRYRANK1QUOTIENT77.9ARCHETYPESFULFILLMENT45IDENTITY4027ENHANCEMENT38RITUAL68NOSTALGIAINDULGENCE52STAGES18SHARING12BONDING17FUSINGCAN'TLIVEWITHOUT26%OFDISNEYUSERSCAN'TLIVEWITHOUTTHEBRANDPERFORMANCEOVERTIMEQUOTIENT60.560.560.52017201820195090HEADTOHEAD77.977.977.947.547.547.5090BRANDINTIMACYQUOTIENT15%15%15%040WILLINGTOPAY20%MORE77.977.977.973.173.173.121%21%21%89BRANDINTIMACY2019BRANDINTIMACY2019BrandIndustryAverageBRANDRANK2INDUSTRYR