EDELMAN AUSTRALIA

ADVOCATE DEFENDBUY

Sharing EconomyNew Business

Models

Changing distribution

channels

How does a stronger

relationship lead to

better business results?

How can brands

strengthen the

relationship?

How strong is the

consumer-brand

relationship?

Methodology

Timing

April 7 – April 25, 2016

13 countries

Online survey in Australia,

Brazil, Canada, China, France,

Germany, India, Japan, Mexico,

The Netherlands, Singapore,

U.K., and U.S.

13,000 respondents

1,000 per country, nationally

representative of age, gender,

and region based on most

recent country census data.

Social listening

In China, Germany, India, the U.K., and

U.S., we listened to consumer

conversations on social media to assess

the impact of 15 recent cause-related

brand campaigns or actions.

Unless otherwise specified, all data is from the Earned Brand 2016 study. The full text of the questions referenced in the report appear in the endnotes. Full

explanations of the Brand Relationship Index and other analyses performed appear in the methodology section of the Appendix.

A Global Survey

18 brand categories

Travel

Mobile carriers

Social media

Automobile

Personal care

Beer, wine, and spirits

Luxury goods

Prescription medicines

Credit cards

Utilities

Grocery stores

Retailers

Financial services

Food and beverage

Home energy management

Fashion

OTC medicines

Household products

What is your favourite brand

– one you already buy –

in this category?

Builds trust

at every

touchpoint

Makes

its

mark

Invites

sharing,

inspires

partnership

Embodies

unique

character

Tells a

memorable

story

Listens

openly,

responds

appropriatelyActs

with

purpose

See Appendix for a full explanation of the seven dimensions of the consumer-brand relationship.

Builds trust

at every

touchpoint

Makes

its

mark

Invites

sharing,

inspires

partnership

Embodies

unique

character

Listens

openly,

responds

selectively

Tells a

memorable

story

Acts

with

purpose

0-100

See Appendix for a full explanation of how the Index was built.

At five points, the data shows meaningful shifts in consumer attitudes and behaviours toward brands

Strength of relationship with the

favourite brand they buy in a category

I may buy/use your

product, but I don’t

really put much

thought into it.

I know a little

about you, beyond your

product

I am making an

educated choice.

Given a choice,

I would pick your

brand. I appreciate

what you stand for.

We share common

values and see

the world in a

similar way.

We do things

together and for

each other.

We share a past

and a future.

Indifferent

0-6

Interested

7-26

Involved

27-43

Invested

44-69

Committed

70-100

Relationship strength

0 10020 40 60 80

32

See Appendix for a full explanation of how the Index was built.

Global Average38

The Edelman

Brand Relationship Index

Australia Average

Indifferent

0-6

Interested

7-26

Involved

27-43

Invested

44-69

Committed

70-100

39

43

40

3233

30

32

32

53

34

52

39

Canada

U.S.

Mexico

Brazil

Lowest

The NetherlandsU.K.

France

Germany

32

China

Singapore

Australia

Highest

See Appendix for a full explanation of how the Index was built.

Japan

India

See Appendix for a full explanation of how

the Index was built.

2016 Edelman Brand Relationship Index

Generation Gender

40 40 32 26 25 32 32

2016 Edelman Brand Relationship Index by category

See Appendix for a full explanation of how

the Index was built.

33 32 31 30 29 28 27 27 26

39 38 38 36 36 36 35 34 33

Percent of relationships in category that are committed

Committed

16%

4%

1%

13%13%

Financial

servicesFashion

9%

Credit

cardsTravelPersonal

care

Retailers Food

and

beverage

6%

Grocery

storesUtilities

Mobile

carriers

7%

Beer,

wine, and

spirits

Prescription

medicines

Household

products

“Committed” is the last stage on the Earned Brand Relationship Index.

See Appendix for a full explanation of how the five relationship stages were built.

11%

Automobile

Social

media

Home

energy

managementOTC

medicines

9% 9% 9% 9%

7% 7% 7%

6%

ADVOCATE DEFENDBUY

I am happy to pay more for this

brand’s products/services

Source: 2016 Edelman Earned Brand

Q14. Continuing to think about your favorite brand, and in particular, what your relationship with that brand looks like, how well do each of the following describe how you relate to and feel about that brand? (Top 4 Box, describes very well.)

Percent at each relationship stage who are likely to engage in each behavior toward their favorite brand

Indifferent Interested Involved Invested Committed

83

87

13

6

33

21

67

59

51

40

I am one of the first to try

the brand’s new products

65

65

56

56

57

61

82

83

89

90

84

87

16

14

11

9

8

9

… is getting better reviewsI will stick with this

brand even if a

competitor…

41

32

37

35

26

35

76

72

74

69

66

76Source: 2016 Edelman Earned Brand

Q14. Continuing to think about your favorite brand, and in particular, what your relationship with that brand looks like, how well do each of the following describe how you relate to and feel about that brand? (Top 4 Box, describes very well.)

Percent at each relationship stage who are likely to engage in each behavior toward their favorite brand

… is more innovative

… is greener

… treats workers better

I am happy to share personal

data with this brand

When I buy products in this

category, it has to be this brand

Indifferent Interested Involved Invested Committed

66

51

42

32

86

88

83

83

14

6

5

4

I always recommend this

brand if someone ask47

21

14

10

82

70

58

48Source: 2016 Edelman Earned Brand

Q14. Continuing to think about your favorite brand, and in particular, what your relationship with that brand looks like, how well do each of the following describe how you relate to and feel about that brand? (Top 4 Box, describes very well.)

Percent at each relationship stage who are likely to engage in each behavior toward their favourite brand

Indifferent Interested Involved Invested Committed

I advocate for this brand

even when I am not asked

I like/rate what the brand

is saying on social media

I participate in creating the

brand’s content

54

59

82

90

8

7

27

33

73

73

Source: 2016 Edelman Earned Brand

Q14. Continuing to think about your favorite brand, and in particular, what your relationship with that brand looks like, how well do each of the following describe how you relate to and feel about that brand? (Top 4 Box, describes very well.)

Percent at each relationship stage who are likely to engage in each behavior toward their favorite brand

Indifferent Interested Involved Invested Committed

I defend this brand if I ever

hear someone criticizing it

I will stick with this brand

even if something goes wrong

Advertising is primary point

of engagement

Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level.

See Appendix for a full explanation for how the 5 relationship stages were built.

Percent who have

used each type of

media to engage with

their favourite brand

in the last 90 days

Interested Involved Invested CommittedIndifferent

29%

23%

24%

Paid

Peer

Owned

51%

50%

45%

Paid

Peer

Owned

29%

23%

24%

Paid

Peer

Owned

+26

+20

0

Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level.

See Appendix for a full explanation for how the 5 relationship stages were built.

Percent who have

used each type of

media to engage with

their favourite brand

in the last 90 days

Interested Involved Invested CommittedIndifferent

39%

Paid

Peer

Owned

43%

40%

Paid

43%

65%

60%

Peer

Owned

How respondents describe different sources of information about brands and products

Q28 (Definitions for Earned, Paid, Peer and Owned can be found in the end notes)

Earned Paid Peer Owned

Most likely to get my

attention

Most informative &

reassuring

Most used for new

product introduction

Most emotionally

compelling

Most truthful &

trusted

Most likely to get me to

purchase a new brand

or change my opinion

Most entertaining Most accessible

The average strength of each dimension

of the brand relationship

38Embodies

unique

character39

Builds trust at

every touchpoint

26Acts with

purpose

31Invites sharing,

inspires

partnership

28Tells a

memorable

story

32Makes

its mark

30Listens openly,

responds

selectively

32

See Appendix for a full explanation of how the Index was built and of the

seven dimensions of the consumer-brand relationship.

Incremental increase in importance of a brand’s actions, comparing a Committed to an Involved relationship.

Q13 (Top 4 Box, “Describes me”.) Behaviors that had the greatest percentage point increase from the Involved to the Committed

relationship levels. See Appendix for a full explanation of how the five relationship stages were built.

Highest incremental impact bottom 10 of 35 attributes

1. Part of my social media landscape

2. Enhances the bonds I have with my friends

3. Maintains ongoing conversation with me

4. Invites me to play part in its innovation process

5. Significant source of enjoyment in my life

6. There for me at a tough time in my life

7. Helps me express myself

8. It provides a connection platform

9. I get a lot of respect for owning & using it

10. It seems to really understand me

Involved Committed

1.

Disruption has changed brand relationships

2.

Current Australian brand relationships are ‘involved’

3.

Committed relationships drive loyalty, purchase, advocacy, defence and

price premiums

4.

When it comes to channels you need to earn

commitment but you also need to own it

5.

Purpose based activity is the most impactful driver