Product Attributes Model a Tool for Evaluating Brand Positioning
BRAND ATTRIBUTES - Mail Online · 2020. 11. 24. · BRAND ATTRIBUTES - FACTOR FLASHPOINTS Know your...
Transcript of BRAND ATTRIBUTES - Mail Online · 2020. 11. 24. · BRAND ATTRIBUTES - FACTOR FLASHPOINTS Know your...
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BRAND
ATTRIBUTES
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59% 57% 55%
37% 36% 35% 34% 33%28% 27% 26% 26%
23% 21% 20% 19%5%
Total - % selected
Q - Which of the following do you like a brand to be?
BRAND ATTRIBUTES - TOTALBeing trustworthy, honest and genuine are the most important brand attributes.
Consumers are against brands being overly political.
Source: Generation Factor (N=1,200)
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50%47%
44%40%
34% 34% 32% 32%27% 27% 26% 24%
22% 20% 18%
12% 8%
84
142
76
73
95
127
89 8678
93
112
93
114100
86
45
177
0
50
100
150
200
250
0%
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30%
40%
50%
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70%
80%
90%
100% % selected Index
Q - Which of the following do you like a brand to be?
BRAND ATTRIBUTES - GEN ZGen Z’s brand wishes are quite different to the wider population; they want brands to stand out by
being creative and unique. They are also 55% less likely to say they like brands to be British.
Source: Generation Factor (N=300)
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Q - Which of the following do you like a brand to be?
49%45% 45%
35% 35% 34% 33% 32% 30%27% 27% 26% 25%
21% 20%15% 5%
9076 79
107 10193 92 91
107 104 100110
121
80
99
78
105
0
50
100
150
200
250
0%
10%
20%
30%
40%
50%
60%
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% selected Index
The top brand attributes for the population hold true for Millennials but they place less emphasis on
them. To really stand out to Millennials, brands should build a personable and inclusive connection.
BRAND ATTRIBUTES - MILLENNIALS
Source: Generation Factor (N=300)
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Q - Which of the following do you like a brand to be?
70% 70%65%
43% 43% 42% 41%
34% 33% 33% 31%27% 25% 25% 23% 22%
4%
123 118 119 122 117 119 120126
117 123
95104 133
117
100112
78
0
50
100
150
200
250
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% selected Index
Gen X want brands to help society; they are more inclined than other generations to want brands to
be charitable, ethical and understanding. We also see a heightened support of British brands.
BRAND ATTRIBUTES - GEN X
Source: Generation Factor (N=300)
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72% 70%65%
40% 38%35% 35% 34%
23% 21%18% 18% 18% 18% 16% 14%
2%
121 122 119
150
104 102 98 9582 80 78
6956
9076 75
40
0
50
100
150
200
250
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentage Index
Q - Which of the following do you like a brand to be?
Boomers have more transactional relationship with brands, wanting them to get the basics right.
They are significantly more likely to value British brands.
BRAND ATTRIBUTES - BABY BOOMERS
Source: Generation Factor (N=300)
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BRAND ATTRIBUTES - FACTOR FLASHPOINTS
Know your generationsThree key brand attributes
British Baby Boomers
1. TRUSTWORTHY 3. GENUINE
To best engage with the widest audience is
to get the basics right. Be trustworthy,
honest and genuine.
Some cross-generational differences emerge
after these three key attributes.
Older generations, particularly Boomers, like
brands to be British. The importance of this is
decreasing with each generation. Can a new
sense of Britishness help unite the country?
2. HONEST
Four attributes are growing more important with each generation, so the below must be
considered when communicating with Millennials, Gen Z and any preceding generation.
BRAND ATTRIBUTES INDEXPOLITICAL
i.177(8%)
i.105(5%)
i.78(4%)
i.40(2%)
Gen Z Millennials Gen X Baby Boomers
CREATIVE
i.142(47%)
i.107(35%)
i.95(31%)
i.56(18%)
Gen Z Millennials Gen X Baby Boomers
UNIQUE
i.127(34%)
i.100(27%)
i.100(23%)
i.78(18%)
Gen Z Millennials Gen X Baby Boomers
BRAND ATTRIBUTES – BRITISH
For Boomers, Britishness is the fourth most important brand attribute.
BRAND ATTRIBUTES RANK – BRITISH
16(12%)
14(21%)
8(34%)
4(40%)
Gen Z Millennials Gen X Boomers
Source: Generation Factor (N=1,200)
12% 21%
34%40%
Older Gen Z Millennials Gen X Baby Boomers
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BRAND
CHOICE
CRITERIA
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Q - Which of these is important to you when it comes to using particular brands?
BRAND CRITERIA - TOTALAll generations agree that brands must offer quality products/services that are value for money.
It is also expected that brands are environmentally friendly.
71%67%
44%
35%
25% 23% 23% 22%20%
13%10% 8%
They are good quality They are value for
money
They are low in price They are
environmentally
friendly/sustainable
They are socially
responsible and
inclusive of everyone
They are new and
innovative
They provide ideas
and inspiration
They have an in-store
presence
They have an online
presence
They involve shoppers
in the process of
product/service
creations
They have a social
media presence
They offer alternate
payment systems
(e.g. Klarna)
Total - % selected
Source: Generation Factor (N=1,200)
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BRAND CRITERIA - GEN Z
Q - Which of these is important to you when it comes to using particular brands?
Gen Z like brands with new offerings. They appreciate an online presence (incl. social media),
alternative payments, involvement and innovation. Less emphasis is placed on quality and value.
56%53%
44%
31%28% 27%
24% 22%20% 18% 18%
13%
78 80
10189
121109
124
9889
134
183
161
0
50
100
150
200
250
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
They are good
quality
They are value for
money
They are low in
price
They are
environmentally
friendly/sustainable
They are new and
innovative
They are socially
responsible and
inclusive of
everyone
They have an online
presence
They provide ideas
and inspiration
They have an in-
store presence
They involve
shoppers in the
process of
product/service
creations
They have a social
media presence
They offer alternate
payment systems
(e.g. Klarna)
% selected Index
Source: Generation Factor (N=300)
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Q - Which of these is important to you when it comes to using particular brands?
61%57%
41%
33%28%
23% 23% 22% 21%
14% 13% 8%
86 8694 95
119
94101
11398
109
130
96
0
50
100
150
200
250
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
They are good
quality
They are value for
money
They are low in
price
They are
environmentally
friendly/sustainable
They are new and
innovative
They are socially
responsible and
inclusive of
everyone
They provide ideas
and inspiration
They have an online
presence
They have an in-
store presence
They involve
shoppers in the
process of
product/service
creations
They have a social
media presence
They offer alternate
payment systems
(e.g. Klarna)
% selected Index
Millennials want brands to have an online presence (incl. social media) and offer something new.
They are slightly less likely to value quality and value.
BRAND CRITERIA - MILLENNIALS
Source: Generation Factor (N=300)
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Q - Which of these is important to you when it comes to using particular brands?
Brand qualities that Gen X look for largely follows the trend of the population, however they do like it
when brands provide ideas/inspiration. A brand’s social media presence is less important.
BRAND CRITERIA - GEN X
84%
74%
49%
39%
26% 26%23% 23%
18%14%
9% 7%
117 112 112 112 115104 100 103
94103
109
71
0
50
100
150
200
250
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
They are good
quality
They are value for
money
They are low in
price
They are
environmentally
friendly/sustainable
They provide ideas
and inspiration
They are socially
responsible and
inclusive of
everyone
They are new and
innovative
They have an in-
store presence
They have an
online presence
They involve
shoppers in the
process of
product/service
creations
They offer alternate
payment systems
(e.g. Klarna)
They have a social
media presence
% selected Index
Source: Generation Factor (N=300)
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BRAND CRITERIA - BABY BOOMERS
Q - Which of these is important to you when it comes to using particular brands?
Boomers have a more transactional relationship with brands. Quality, value for money and an in-store
presence are more important. Efforts on social media are less valued.
85%82%
41%37%
24% 24%20%
14% 14%7% 3% 2%
119 122
92105 110
9486
6169
55
34
16
0
50
100
150
200
250
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
They are good
quality
They are value for
money
They are low in
price
They are
environmentally
friendly/sustainable
They have an in-
store presence
They are socially
responsible and
inclusive of
everyone
They provide ideas
and inspiration
They are new and
innovative
They have an
online presence
They involve
shoppers in the
process of
product/service
creations
They offer alternate
payment systems
(e.g. Klarna)
They have a social
media presence
% selected Index
Source: Generation Factor (N=300)
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65%
BRAND CHOICE CRITERIA- FACTOR FLASHPOINTS
#StaySocialThree key brand
choice criteria
Embrace change?
1. QUALITY 3. LOW PRICE
All four generations are in agreement that
these are the main qualities any brand
should have.
There are major generational differences
between other brand values.
It’s no surprise that younger generations are more likely than older ones to try and value
new brands or products.
2. VALUE FOR
MONEY
Younger generations demand more
dialogue and involvement with brands:
BRAND QUALITIES INDEX – INVOLVE SHOPPERS
i.134(18%)
i.109(14%)
i.103(14%)
i.55(7%)
Gen Z Millennials Gen X Boomers
i.124 i.113
i.94 i.69
Gen Z Millennials
Gen X Boomers
QU
ALI
TIES IN
DEX
–O
NLI
NE
2. BRANDS SHOULD BE ACCESSIBLE ONLINE
i.183 i.130
i.71 i.16
Gen Z Millennials
Gen X Boomers
QU
ALI
TIES IN
DEX
–SO
CIA
L
1. BRANDS SHOULD INVOLVE THEM
28% 28%23%
14%
Older Gen Z Millennials Gen X Baby Boomers
BRAND QUALITIES – NEW AND INNOVATIVE
“I LIKE TO TRY NEW BRANDS / PRODUCTS”
Gen Z Millennials Gen X Baby Boomers
62%67% 48%
Source: Generation Factor (N=1,200)
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BRAND
INFLUENCERS
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54%
28% 27%
20%16% 14% 13% 12% 11%
8% 8% 6% 4% 4% 2%
Friends Parents /
Guardians
Siblings TV shows /
advertising
Other family
members
Celebrities Newsbrands Social
influencers -
online
Streaming
services
Ads on
billboards
and posters
Radio Magazines Other ads
on social
media
Other ads
online
Podcasts
Total - % selected
Q - When it comes to recommendations/reviews for new brand/products, which of the following influences you?
BRAND INFLUENCERS - TOTALFamily and friends are the most influential sources for brand recommendations, more so than celebrity
or social influencers. Media also has a key role in influencing all generations.
Source: Generation Factor (N=1,200)
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BRAND INFLUENCERS - GEN ZGen Z are more inclined to turn to people for reviews, whether they are known or unknown to them
personally. They are more influenced by online than offline media.
Q - When it comes to recommendations/reviews for new brand/products, which of the following influences you?
62%
38%
31%26% 25%
18%13%
9% 8% 8%6%
5% 4% 4% 1%
114
136
116
184
211
164
68
110
6253
164
133
53
169
17
0
50
100
150
200
250
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% % selected Index
Source: Generation Factor (N=300)
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Q - When it comes to recommendations/reviews for new brand/products, which of the following influences you?
51%
37%
30%
21% 19%15% 13% 12% 9% 9% 8% 4% 4% 3% 3%
95 130
110 108
136 131
100 104
57
106 101114
64
82
123
0
50
100
150
200
250
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%% selected Index
Millennials like personal reviews and are more inclined to turn to their parents/guardians and
celebrities. Media also has a key role in influencing Millennials.
BRAND INFLUENCERS - MILLENNIALS
Source: Generation Factor (N=300)
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Q - When it comes to recommendations/reviews for new brand/products, which of the following influences you?
Gen X are more likely to turn to media sources for recommendations compared to other generations.
They are significantly less likely to be influenced by celebrities and social influencers.
BRAND INFLUENCERS - GEN X
60%
29% 29% 27%
18% 16% 14% 10% 10% 9% 9% 8% 4% 3% 2%
111
104
147
100117 123
180
127
174
6681
65
100 95 92
0
50
100
150
200
250
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% selected Index
Source: Generation Factor (N=300)
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BRAND INFLUENCERS - BABY BOOMERS
Q - When it comes to recommendations/reviews for new brand/products, which of the following influences you?
Family is a key influence on Boomers. Newspapers and magazines play an important role too.
Celebrities are significantly less likely to be a significant brand influencer.
44%
27%20%
16% 15%8% 8% 5% 5% 3% 2% 2% 2% 2% 0%
81
172
74
123
76
30
145
6657
24 20 14
57 55
15
0
50
100
150
200
250
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% % selected Index
Source: Generation Factor (N=300)
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BRAND INFLUENCERS - FACTOR FLASHPOINTS
Mind the Media Divide Three key brand
influencers
Celebrity Culture
1. FRIENDS 3. MEDIA
Word of mouth is by far the most important
brand influencer. Parents are also key
influencers so it’s important not to ignore
older generations and the media
they consume.
Younger generations are significantly more likely to be influenced by people they don’t
personally know.
Gen Z are over 12 times more likely than Boomers to turn to celebrities or social media influencers.
2. FAMILY
There are some clear generational differences when it comes to influences for new brands / products.
INFLUENCERS – SOCIAL MEDIA INFLUENCERS
Gen Z Millennials Gen X Baby Boomers
12%
INFLUENCERS – CELEBRITIES
Gen Z Millennials Gen X Baby Boomers
19%26% 9% 2%
25% 8% 2%
i.32 i.100
i.123 i.123
Gen Z Millennials
Gen X Boomers
i.68 i.108
i.147 i.76
Gen Z Millennials
Gen X Boomers
INFLU
EN
CER
S IN
DEX
–N
EW
SB
RA
ND
S
INFLU
EN
CER
S IN
DEX
–TV
AD
S
i.133 i.114
i.95 i.57
Gen Z Millennials
Gen X Boomers
i.164 i.82
i.100 i.55
Gen Z Millennials
Gen X Boomers
INFLU
EN
CER
S IN
DEX
–O
NLI
NE
INFLU
EN
CER
S IN
DEX
–SO
CIA
L M
ED
IA
YOUNGER GENERATIONS - MORE COMFORTABLE ONLINE
Source: Generation Factor (N=1,200)
NEWSBRANDS AND OTHER MEDIA STILL INFLUENCIAL
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TOP
BRANDS
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Q - Which are your favourite brands?
TOP BRANDS - TOTALNike and Adidas are the most favoured brands, showing that they are no longer “just” sport brands.
Marks & Spencer is the third most liked brand, largely driven by Boomers’ love.
16%
12%
9%
Source: Generation Factor (N=1,200)
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TOP BRANDS - GEN ZAfter Nike and Adidas, their preferred brands are those that primarily sell fashion items, with both
high-street and high-end fashion brands listed.
Q - Which are your favourite brands?
27%
22%
8%
8%
Source: Generation Factor (N=300)
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Q - Which are your favourite brands?
After Nike and Adidas, it’s the big technology companies of Apple and Samsung that are
the favoured brands for Millennials.
TOP BRANDS - MILLENNIALS
16%
11%
10%
10%Source: Generation Factor (N=300)
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Q - Which are your favourite brands?
Following the dominance of Nike and Adidas, it’s retail and technology brands that are
valued among Gen X, with Marks and Spencer and Amazon standing out.
TOP BRANDS - GEN X
17%
14%
11%
11%
Source: Generation Factor (N=300)
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TOP BRANDS - BABY BOOMERS
Q - Which are your favourite brands?
Boomers are the only generation who don’t favour Nike and Adidas; grocery and department retailers
are most liked. Marks & Spencer tops the list – not surprising given Boomers’ love of Britishness!
12%
12%
21%
Source: Generation Factor (N=300)
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TOP BRANDS - FACTOR FLASHPOINTS
Three favourite brands
1. NIKE 3. M&S
Nike and Adidas are the stand out favoured
brands, being hits with Gen Z, Millennials and
Gen X! They clearly are seen as more than
just a sports brand.
Beyond these two, there are some cross
generational patterns.
2. ADIDAS
TOP BRANDS INDEX
i.240(8%)
i.186(8%)
i.400(7%)
i.214(7%)
Gucci Primark Pretty Little Thing New Look
Gen Z - Fashion is Favoured
After Nike and Adidas fashion brands are favoured, both
high-street and high-end.
TOP BRANDS INDEX
i.137(11%)
i.122(11%)
i.129(10%)
i.180(9%)
Amazon M&S Samsung Next
Gen X – Rise of Retail
Apart from Nike and Adidas, it’s large retail and tech
brands that appeal.
TOP BRANDS INDEX
i.136(10%)
i.127(10%)
i.90(8%)
i.106(%)
Apple Samsung Amazon Sony
Millennials - Tech’s on Top
Following Nike and Adidas, technology brands are
the clear favourites
TOP BRANDS INDEX
i.240(8%)
i.186(8%)
i.400(7%)
i.214(7%)
M&S Sainsburys John Lewis Tesco
Boomers – Dominance of Departments
Differing to all others, department stores are by far the
most favoured by Baby Boomers
Source: Generation Factor (N=1,200)