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Brand Engagement Index 2012
DECEMBER 2012
Report
Overview
– Management & research objectives
– Methodology
– Executive summary
– Meaning of brands
– Measuring eNgagement
– The four I’s
– TOP 10
– Media exposure
– Category results
Management &
Research Objectives
5
To support this mission, NBBDO is looking to operationalize the eNgagement concept in a
quantitative survey that can be used…
– … to rank a set of 116 brands based on their eNgagement performance
– … to offer to its clients as a customized research tool in future projects
The outcome of this project will be threefold:
– Master survey that measures Brand eNgagement
– Model that shows the relationship between the four I’s, Brand eNgagement and business KPI’s
– Ranking of 116 brands based on their eNgagement performance
Develop a research tool to measure Brand eNgagement and the related I’s.
Rank 116 brands based on their Brand eNgagement score amongst Belgian
consumers.
Management & Research Objectives
Methodology
7
Research method
– Online survey
– Recruitment via InSites’ Talktochange consumer panel
– Field: 11/10/2012 – 23/10/2012
– Survey length: 18 minutes
– Sample:
• N(Respondents) = 2.331
• N(Brand evaluations) = 11.100
Screening & quota
Screening:
– Age between 18-45
– Not active in danger occupations
Quota:
– Language: Dutch (60%) – French(40%)
• Gender: Male (50%) – Female (50%)
– Age: 18-24 years (24%) – 25-34 years (36%) – 35-45 years (40%)
Methodology
Meaning of brands
9
N =2331
Q: To what extent do you agree with the following statements?.
2010 2011
Sign. difference (95%)
Associations
2012
54%
26%
18%
19%
13%
11%
15%
9%
8%
11%
9%
7%
7%
29%
48%
50%
46%
48%
42%
37%
39%
39%
35%
33%
28%
29%
14%
23%
27%
29%
31%
38%
34%
35%
42%
34%
45%
36%
47%
2%
2%
3%
5%
6%
7%
10%
13%
8%
15%
11%
19%
14%
1%
2%
3%
2%
4%
4%
3%
6%
3%
9%
3%
I expect brands to have a high value for money
Brands need the input of their consumers
Brands should be close to their consumers
Brands should involve their consumers in thedevelopment of new products and services
Brands are attractive
Brands should involve their consumers in theircommunication efforts (campaigns...)
Brands can make us dream
Branded products are more reliable
Brands bring products closer to their consumers
I find branded products more attractive than privatelabels
Brands have to actively communicate with me
Brands are a means to feel more confident
Brands make people interact with each other
Totally agree Rather agree Neutral Rather disagree Totally disagree
84% 86% 94%
74% 74% 79%
69% 70% 74%
65% 65% 71%
61% 61% 63%
53% 51% 51%
52% 51% 48%
49% 48% 55%
47% 48% 42%
46% 48% 50%
41% 42% 39%
35% 37% 33%
35% 34% 27%
Brand Engagement
11
Intimacy
Involvement
Interaction
Influence
Brand
eNgagement
Index
Likeability
Loyalty
Purchase
intention
Consideration
Uniqueness
r² = 0,42
r = 0,65
r = 0,70
r = 0,65
r = 0,65
r = 0,61
r² = 0,48
r² = 0,42
r² = 0,42
r² = 0,37
The BEI (Brand
eNgagement Index) is a
score on 100, consisting of
the scores on the four
dimensions of engagement
There are very strong correlations between brand engagement and all KPI’s.
Brand engagement can predict 37% to 48% of the KPI’s.
Likeability and loyalty can be best predicted by engagement, uniqueness is
somewhat less predictable by engagement towards the brand
The model Influence on KPI’s
12
Q: You said you would recommend this brand to others. Please indicate why you would recommend this brand to others?
Q: Can you think of other things that would trigger you to recommend this brand to others?
N =4458 / F= Only if they would recommend the brand
Recommendation Reasons
46%
44%
40%
35%
24%
17%
9%
9%
8%
5%
My personal experience with this brand triggers me torecommend this brand to others
My price/quality perception of this brand
The products and services of this brand
I just love the brand
The promotions from the brand
This brand puts a lot of efforts in its consumers
The buzz (campaigns, events, etc.) about this brandtriggers me to do so
The mission of this brand
The activities from the company behind the brand
None of these
13
Q: You said you would not recommend this brand to others. Please indicate why you would not recommend this brand to others?
Q: Can you think of other things that prevents you from recommending this brand to others?
N =2548 / F= Only if they would not recommend the brand
No recommendation Reasons
28%
17%
16%
13%
8%
7%
6%
5%
4%
35%
I just don’t love the brand
My price/quality perception of this brand
My personal experience with this brand triggers meto not recommend this brand to others
The products and services of this brand
This brand does not put a lot of efforts in itsconsumers
The (lack of) promotions from the brand
The lack of activities from the company behind thebrand
The mission of this brand
The buzz (campaigns, events, etc.) about thisbrand does not trigger me to do so
None of these
14
The 4 I’s
Sectors with lower & higher engagement
DECEMBER 2012
▸ low engagement categories (52 – 53,9)
- Energy – Dairy – Margarines - Beer
▸ Medium engagement categories (54 – 56,5)
- Water - Automotive – Magazines – Juices – Banks – CSD
– Coffee – Chocolate snacks
▸ High engagement categories (57 – 61,4)
- Salty snacks – cellphones – telecom – retail
Low engagement DECEMBER 2012
18
Energy
The 4 I’s Energy
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Electrabel
Luminus
Eneco
Essent
Lampiris
Nuon
Belpower
19
Dairy products
The 4 I’s Dairy products
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Campina
Joyvalle
Inex
Inza
Danone
Nestlé
Lactel
Kraft
20
Butter
The 4 I’s Butter
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Solo
Planta
Bertolli
Becel
Alpro
21
Beers
The 4 I’s Beers
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Stella Artois
Jupiler
Maes
Duvel
Palm
Vedett
Hoegaarden
Leffe
Medium engagement DECEMBER 2012
23
Water
The 4 I’s Water
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Spa
Perrier
Vittel
BRU
Contrex
Chaudfontaine
Evian
24
Cars
The 4 I’s Cars
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Volvo
Mercedes
BMW
Audi
Volkswagen
MINI
Toyota
25
Magazines
The 4 I’s Magazines
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Dag Allemaal
Humo
Libelle
Story
Flair
P-magazine
Feeling
Goed Gevoel
Knack
TV Familie
Vitaya
26
Fruit juices
The 4 I’s Fruit juices
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Minute Maid
Appelsientje
Looza
Materne
Sunland
Capri Sun
Tropicana
27
Banks
The 4 I’s Banks
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
InfluenceKBC
Belfius
ING
BNP ParibasFortisArgenta
AXA
28
Cola
The 4 I’s Cola
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Coca-Cola
Coca-ColalightPepsi
Pepsi Max
River
Lidl Cola
29
Coffee
The 4 I’s Coffee
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
DouweEgbertsIlly
Nespresso
Dolce Gusto
Jacqmotte
Nescafé
30
Chocolate
The 4 I’s Chocolate
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Mars
Snickers
M&Ms
Leo
KitKat
Twix
Maltesers
Côte dOr
KinderBueno
Milka
High engagement DECEMBER 2012
32
Retail
The 4 I’s Retail
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Delhaize
Carrefour
Colruyt
Lidl
Aldi
Makro
33
Telco
The 4 I’s Telco
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Belgacom
Proximus
Mobistar
Base
Telenet
Mobile Vikings
VOO
34
Cellphones
The 4 I’s Cellphones
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Nokia
Sony
Samsung
Apple
HTC
BlackBerry
LG
35
Salty snacks
The 4 I’s Salty snacks
0%
10%
20%
30%
40%
50%
60%
70%
Intimacy
Involvment
Interaction
Influence
Lays
Smiths
Croky
TUC
Pringles
36
The 4 I’s Salty snacks
52%
30%
40%
23%
18%
17%
24%
25%
26%
61%
23%
18%
50%
34%
44%
25%
18%
14%
25%
20%
26%
66%
22%
18%
43%
31%
36%
18%
11%
8%
19%
17%
18%
23%
20%
15%
This brand is present in places that I frequently visit
This brand is very much present in my daily life
This brand succeeds in reaching me as it is present at the right placeand at the right moment
I feel involved with this brand
I feel involved in the actions this brand undertakes
This brand involves me in its communication efforts
This brand stimulates conversations about itself
This brand stimulates interaction with its users by organizing thingsthat fit to their consumers lifestyles
By evoking buzz (campaigns, events, etc) this brand induces adialogue between consumers
I would recommend the brand to others
I have recently spoken about this brand to someone
The brand has triggered me to join conversations about it
Sign. difference compared to last year 95%)
2010 2011 2012
nvolvement
nteraction
nfluence
ntimacy
4 I’s score for Lays (2010-2011-2012)
0
20
40
60
80Intimacy
Involvement
Interaction
Influence
2010
2011
2012
Top 10 DECEMBER 2012
39 Brand eNgagement Index © In
Site
s C
on
su
ltin
g
Top 10 2011 Overall
40 Brand eNgagement Index © In
Site
s C
on
su
ltin
g
Top 10 2011 Overall - Users
Sign. difference (95%) . = Not tested in 2010 Counts below 30
41 No significance difference . = Not tested this year
Top 10 2012 Overall
In TOP10 2011 Not in TOP 10
(colruyt, delhaize
en zero are new
brands)
42
Top 10 2012 Overall users
Sign. difference (95%) . = Not tested this year
In TOP10 2011 Not in TOP 10
(eneco & colruyt
are new brands)
Media exposure DECEMBER 2012
44
Q: On which of the following occoasions did you encounter the brands that are listed below?
DIMENSION 1 (65% EXPLAINED VARIANCE)
DIM
EN
SIO
N 1
(11%
EX
PL
AIN
ED
VA
RIA
NC
E)
Media exposure Above the line exposure
I have seen this brand in a store
TV advertisements
I have seen this brand at a friend’s place
In printed media: newspapers, magazines
In public places: flyers, street animation, sampling, tasting,
etc
In the street: abri, billboard, etc.
Radio spots
I have encountered the brand in a conversation with a friend/family member
On the website of the brand
Athletes that are sponsored by the brand
At sponsored events/festivals
On Facebook
On another website
On Twitter
On other social media
On Pinterest
Other
Significant on dimension 1
Significant on dimension 2
Significant on both dimensions
45
Q: On which of the following occoasions did you encounter the brands that are listed below?
Media exposure
Auto-
motive Banks Beer
Cell-
phones
Choco-
late
snacks
Coffee Coke Distri-
butie Energy Juices
Maga-
zines
Marga-
rines
Salty
snacks Telco Waters
Dairy
products
TV advertisements 66% 44% 41% 42% 63% 55% 49% 20% 42% 39% 38% 52% 52% 64% 59% 42%
In the street: abri, billboard, etc. 49% 38% 25% 25% 24% 26% 30% 26% 20% 18% 21% 13% 23% 44% 25% 14%
In printed media: newspapers,
magazines 47% 43% 27% 32% 19% 28% 25% 39% 36% 20% 37% 23% 22% 44% 24% 20%
I have seen this brand at a friend’s
place 39% 14% 45% 44% 35% 33% 47% 28% 11% 31% 40% 30% 48% 34% 31% 28%
I have seen this brand in a store 33% 10% 69% 55% 68% 61% 70% 51% 8% 70% 57% 72% 71% 35% 68% 69%
In a conversation with a
friend/family member 31% 25% 22% 29% 13% 18% 23% 28% 20% 10% 19% 13% 13% 33% 15% 8%
On the website of the brand 25% 23% 10% 25% 9% 13% 12% 24% 18% 8% 14% 9% 14% 31% 10% 7%
Radio spots 22% 31% 16% 7% 10% 11% 12% 17% 31% 8% 25% 7% 9% 39% 8% 8%
At sponsored events/festivals 20% 23% 27% 13% 7% 8% 26% 5% 10% 7% 11% 3% 11% 29% 13% 5%
In public places: flyers, street
animation, sampling, tasting, etc. 20% 17% 23% 14% 17% 19% 29% 20% 14% 16% 11% 13% 23% 29% 13% 15%
Athletes that are sponsored
by the brand 9% 15% 5% 6% 3% 4% 11% 5% 7% 2% 3% 2% 4% 14% 7% 5%
On Facebook 9% 6% 7% 12% 7% 7% 10% 6% 5% 4% 7% 4% 8% 14% 5% 3%
On another website 2% 3% 2% 3% 2% 2% 2% 2% 4% 1% 3% 2% 3% 4% 2% 2%
On Pinterest 2% 2% 2% 3% 2% 1% 2% 2% 2% 1% 2% 1% 2% 2% 1% 1%
On Twitter 2% 2% 2% 4% 2% 2% 3% 1% 2% 2% 3% 2% 3% 5% 2% 2%
On other social media 2% 2% 2% 2% 2% 2% 2% 1% 2% 1% 2% 2% 3% 2% 1% 2%
Other 2% 4% 2% 1% 1% 3% 3% 2% 3% 1% 2% 2% 3% 3% 1% 3%
None of the above 10% 14% 8% 13% 7% 10% 10% 12% 16% 10% 11% 10% 7% 7% 9% 11%
Categorie results DECEMBER 2012
47
Category results
48
1
2
3
TOP 3 among total
1
2
3
TOP 3 among users
Category results Coke
TOTAL USERS NON-USERS
2010 2011 2012 2010 2011 2012 2010 2011 2012
Average 52,7 53,8 56,5 54,5 55,3 57,7 35,6 38,7 44,2
Coca Cola 66,2 68,1 70,1 66,2 68,8 70,2 60,0 26,7 63,3
Cola Light 59,6 63,6 61,4 60,8 64,6 62,5 42,7 46,3 48,7
Pepsi 50,2 53,8 54,7 51,0 54,5 55,1 40,4 46,8 49,8
Pepsi Max 53,8 53,6 54,3 55,4 54,7 55,2 38,8 41,7 44,8
Lidl cola 45,9 44,9 48,2 50,2 47,7 49,6 29,9 30,9 41,7
River cola 38,6 39,0 44,1 39,3 38,9 45,3 33,1 39,5 34,9
Coca-cola Zero . . 62,7 . . 64,0 . . 50,1
Sign. difference (95%)
Executive summary DECEMBER 2012
Executive
Summary
• The overall feeling towards brands is consumers need to receive high value for
money. In addition brands need to listen to their consumers. They should be
close to their consumers and listen to their needs and even involve them in the
development of new products and services.
• These two characteristics are key for brand recommendation. A good
price/quality perception and the personal experience are the main drivers of
brand recommendation. There is no willingness to recommend when either
these two characteristics are not present or there is no ‘love’ between the
consumer and the brand (or its services/products).
• This points out the importance to engage with consumers as a brand. The
brand eNgagement index is a model to measure brand engagement. This model
focuses on 4 dimensions: Involvement, Influence, Intimacy and Interaction.
These dimensions explain the majority of the variance in the brand
engagement index. The brand engagement index influences the brand KPIs
such as likeability, loyalty, consideration, purchase intention and uniqueness.
Executive Summary Conclusions
• The brand eNgagement index (BEI) integrates the scores on each of the four
dimensions and can reach a maximum score of 100.
• On a brand level Coca Cola, Colruyt, Apple, Samsung, Douwe Egberts, Cote
D’or, Proximus, Telenet, Delhaize & Coke Zero are the best scoring brands out
of the 116 evaluated brands. Four new brands came in the Top10, whereof two
retailers : Colruyt and Delhaize. Coke Zero took the place of Coke Light. Unlike
Telenet, last year n°2, just remained in the top 10. Among users only, Coca Cola
and Apple perform well but smaller brands such as Mobile Vikings, Argenta and
Eneco that are in the top.
• On category level, the 3 best scoring categories are retail, telecom and
cellphones.
• Media exposure remains a driver of brand engagement. There is a direct
positive effect on brands which have more exposure on their BEI score.
Executive Summary Conclusions
THANK YOU