Earned Brand 2016 - U.S. Multicultural Report

Earned Brand 2016 U.S. Multicultural | 1

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U.S. Multicultural Report


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The Earned Brand’s story is not simply told, it is

demonstrated and experienced; and to do that, brands

can’t operate with a style guide alone.

The Earned Brand has a world view and a belief system;

a purpose and a reason for being – one that defines not just

the communications, but how the brand behaves online,

offline, and in all contexts.

An expressed set of values informs which products

are made, which language is used, how

customers are treated, and ultimately the

legacy the brand leaves in the

communities it serves.

*Based on 2016 Edelman Intelligence survey results


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Now also reflects the views and values of diverse

consumers helping brands to build a strong relationship

with multicultural segments.


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relationship withMulticultural consumers

REALLY going?

How is your


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Feeling a little left out?

76%

RELY ON PEER SOURCES FOR BUYING DECISIONS

Your consumer relationship

“I rely on my peers to reassure me.

Because

their experience is my evidence.” — Earned

Brand 2015

89%

Non-Hispanic

Whites

70%

Latinos

81%

African-

Americans

68%

87%

RELY ON PEER SOURCES TO LEARN ABOUT BRANDS

Q31 (Top 4 Box “Rely on most,” net of 3 items), Q32 (Net of 5 items),

Q33 (Net of 3 items)


Because their experience is my evidence.” — Earned Brand 2015


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Meeting their growing expectations?

62%

DOING GOOD SHOULD BE PART OF A BRAND’S DNA

Your consumer relationship

55%

Non-Hispanic

Whites

56%

Latinos

71%

African-

Americans

59%

66%

WILL NOT BUY IF A BRAND FAILS TO MEET

SOCIETAL OBLIGATIONS

Q17 (Top 4 Box “Agree”), Q20 (Net of 3 items)


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The consumer relationship has never

been more important to your business

Buy Advocate Defend


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We wanted to find out

How does a stronger relationship

lead to better business results?

How strong is the consumer-brand

relationship?

How can brands strengthen

the relationship?


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MethodologyMulticultural oversample

13

TimingMain Sample: April 7– 25, 2016

Oversample: June 13 – 24, 2016

4 ethnic groupsOnline survey among Non-Hispanic

Whites, Latinos, African-Americans,

and Asian Americans. Latinos had the

option to take the survey in Spanish

1600+ respondents 650+ Non-Hispanic whites, and 300+

respondents per ethnic group. All samples

are nationally representative of age, gender,

and region based on most recent

U.S. census data. Latino sample includes

foreign - and U.S.-born, as well as

Spanish-dominant respondents.

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

in the report can be found in the End Notes. Full explanations of the Brand Relationship Index and other analyses

performed, along with detailed sample and margin of error information, can be found in the Technical Appendix.


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favorite brand –

one you already buy – in this category?

What is your

Edelman

Brand Relationship

Index


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The Edelman Brand Relationship Index

is the average of the

seven dimensions

Builds trustat every

touchpoint

Makes its

mark

Invites

sharing,inspires

partnership

Embodies

uniquecharacter

Listens openly,

respondsselectively

Tells a memorable

story

Acts with

purpose

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

0-100

Edelman

Brand Relationship

Index


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Latinos and African-Americans have deeper relationships with their

favorite brands

Relationship strength

0 10020 40 60 80


Latinos and AA Average

45


Non-Hispanic Whites

Average

38


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Strongest brand relationships


Because

their experience is my evidence.” — Earned

Brand 2015

Multicultural consumers and brands

2016 Edelman Brand Relationship Index

Ethnic Groups

45 45 42 38



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They’re willing to gofurther with you


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The five relationship stagesAt five points, the data shows meaningful shifts in

consumer attitudes and behaviors toward brands

Strength of relationship with the

favorite 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.

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


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So far they’re invested, but commitment is

the last mile

45Strength of relationship with the



Latinos and AA Average



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Multicultural Consumers are in strong brand relationships

Edelman 2016 Brand Relationship Index

9 33 22 22 147 22 25 28 195 21 25 33 16

Indifferent Interested Involved Invested Committed

+11

+5

+6

Percent of consumers at each stage of the brand-relationship

LatinosNon-Hispanic Whites African-Americans

Source:. 2016 Edelman Earned Brand study See the Earned Brand Technical Appendix for a full

explanation of how the Index was built and of the seven dimensions of the consumer-brand relationship.


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Strong relationships drive

and protect your bottom line

Buy First I am one of the first to try

the brand’s new products

Stay Loyal

I am happy to pay more for

this brand’s products

and services

When I buy products in this category,

it has to be this brand

I am happy to share my

personal data with this brand

I will stick with this brand even if

a competitor is:

• getting better reviews

• more innovative

• greener

• treats workers better


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Strong relationships mean your

customers will go to work for you

Advocate

DefendI defend this brand if I ever

hear someone criticize it

I will stick with this brand

even if something

goes wrong

I always recommend this

brand if someone asks

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


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You can’t buycommitment


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From Involved to Committed, usage of peer and owned growPercent who have used each type of media to engage with their favorite brand in the last 90 days

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.

Interested Involved Invested CommittedIndifferent

Owned

55% 48%49%

Peer

60% 53%58%

Paid

68% 64%60% 62% 57%

52%

76% 70%70%

76% 65%70%

Paid

Peer

Owned


+

+


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Learning about brands: earned media matters

Percent who use each media type regularly


70 60 60 41 49 43 36 29 3478 67 64 61 60 58 46 42 4076 73 60 52 50 53 39 33 39

Searchengines

Television Shopping/retailwebsites not

owned bybrand

The brand’s website

News articles Social mediasites

The radio* Blogs* Magazines*

84% 74%85%

regularly use traditional* media sources for

information about brands

Q30 (Regular Usage), (Traditional media callout is a net of 5 items: Television, News

articles, Magazines, The radio and Blogs)


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Latinos value a variety of sourcesHow respondents describe different sources of information about brands and products

Earned Paid Peer Owned

Most likely to

get my attention (tied)

not selected as best fit

for any of these attributes

Most likely to get my

attention (tied)Most accessible

Most informative Most truthful & trusted

Most likely to get me to

purchase a new brand or

change my opinion

Most entertaining

Most used for new

product introduction

Most reassuring &

emotionally compelling

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


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African-American consumers value peer mediaHow 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 informativenot selected as best fit

for any of these attributes

Most entertaining &

emotionally compellingMost accessible

Most truthful & trusted

Most likely to get me to

purchase a new brand or

change my opinion

Most used for new

product introduction

Most assuring

Most reassuring &

emotionally compelling


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Earningcommitment


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Brands falling short on purpose and engagement

Relationship dimensions

51Embodies

unique

character

49Builds trust at

every touchpoint

40/41Acts with

purpose

41/42Tells a

memorable

story

45Makes its

mark

42Listens openly,

responds

selectively

45

45/44Invites sharing,

inspires

partnership

Latinos and African-Americans

The average strength of each dimension

of the brand relationship

Lowest marks

Non-Hispanic

Whites

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

seven dimensions of the consumer-brand relationship.

44

36

34

39

4538

37

32


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Top brand actions that improve the score for acts with purpose

Relationship drivers

Modeling Q7 “acts with purpose” relationship dimension responses using Q13 “what makes a brand special” items. Within the social

sciences, an r= .30 is considered to be a moderate effect size and an r=.50 is considered to be a large effect size. Working in combination,

these drivers are even stronger and more significant predictors of higher “acts with purpose” dimension scores than they are alone. See

Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis.

r= correlation coefficient.

Have

a charismatic

leader I can

admirer = .52

Be there for me

at really tough

times in my lifer = .49

Invite and

facilitate an

ongoing

conversation

with mer = .52

Be an interesting

part of

my social media

conversationsr = .54


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Top brand actions that improve the score for listens openly, responds selectively







Invite me

in and allow me

to play a partr = .50

Offer highly

personalized and

responsive

customer service

r = .44

Invite and

facilitate an

ongoing

conversation

with me

r = .50

Be an interesting

part of my

social media


Raise my

self-esteem and

make me feel better

about myself

r = .47


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Top brand actions that improve the score for tells a memorable story







Be an

interesting

part of my

social media


People admire

and respect me

when I use

your brandr = .52

Raise my

self-esteem and

make me feel better

about myself

r = .52

Have a heritage

I can admirer = .54


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Brand obligations extend to society at large

90 86 70 63 61 5482 81 59 72 71 6577 76 62 66 69 59

Making qualityproducts

at a fair prices

Give employeesgood jobs/fair wages

Make moneyfor shareholders

Solve problems incommunity

in which brandoperates

Solve customersproblems

Solve problemsin societyat large

Q19 (Top 4 Box “Importance”), and Q20

89%will not buy if a brand fails to meet

obligations directly related to its

brand/business93% 84% will not buy if a brand fails to meet

obligations beyond its own business75%

Non-Hispanic Whites

LatinosPercent who agree it is important for brands to contribute in the following ways

African-Americans

86% 80%


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The value of supporting causes Multicultural consumers care about

Increases in…

0 10020 40 60 80

Increased percentage of consumers who will

buy first, stay loyal, advocate and defend

Acts with purpose score

Brand relationship index score


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Earned BrandEnables

shared action

Committed Consumer

Buys first, stays loyal, advocates,

defends

CONSUMER

Purchase

BRAND

Engagement

What does this mean for brands when engaging multicultural consumersAs brands expand their engagement to include

shared action, consumers become more

committed and go to work for the brand.

Committed consumers influence their peers

to also take action with and for the brand,

expanding the brand’s reach and penetration.

Their peer advocacy, loyalty and buying

commitment protect the brand against disruption,

and give it a license to disrupt.

This deeper, more active consumer relationship

is the hallmark of the Earned Brand.


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What does this mean for brands?

1Forge deeper

relationships.

Multicultural consumers are

highly invested with their

favorite brands. Tap into

insights that speak to how

they relate to your brand to

determine what actions will

move them along the

relationship continuum.

2The multicultural

segment is here to listen.

Talk to them.

Multicultural consumers

have a greater willingness

to hear from brands.

Engaging them with

culturally relevant content

will help strengthen their

relationship with you.

3Reevaluate

communications

channels.

Traditional media

continues to be key

for diverse segments.

When looking to engage

multicultural consumers,

consider a combination

of mediums including

print, radio and digital.

4Shared beliefs are key.

African-Americans and

Latinos have collectivist

cultures making them more

likely to hold brands

accountable for not fulfilling

their societal obligations.

Incorporate diverse

consumers’ concerns into

multicultural consumers’

concerns into marketing

AND social purpose efforts

to ensure that brand

programing will connect

with these audiences.


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Thank You


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End NotesQ7. Acts with purpose dimension - The statements below are

numbered from 0-5. Please indicate the highest-numbered statement

about this brand that is true for you. So, for example, if statement #3

is true for you, but not statements #4 or #5, you should mark

statement #3. Dimension is the average of the following responses: “I

am unaware if this brand supports any causes or has any social

purpose beyond making good products/services,” “Beyond offering a

good product or service, this brand also contributes to the greater

good in some way, either in how the product/service is made or

delivered, or by actively supporting social causes,” “I believe that the

brand’s greater purpose or the social causes that it supports are

important and worthwhile,” “This brand’s cause or social purpose is

something that I share and also support,” “Supporting this brand is

one way I actively support a cause I believe in,” “Because of activities

and opportunities sponsored or facilitated by this brand, I have

become even more actively engaged in the cause or social purpose

that this brand supports.”

Q9. Tells a memorable story dimension - The statements below are

numbered from 0-5. Please indicate the highest-numbered statement

about this brand that is true for you. So, for example, if statement #3

is true for you, but not statements #4 or #5, you should mark

statement #3. Dimension is the average of the following responses, “I

do not have any idea of what this brand stands for or about its

heritage,” “This brand has a story about what it stands for and its

heritage,” “I admire what the brand stands for and its heritage,” “I can

identify with the brand’s story and heritage,” “I am part of the brand’s

story. I was there at, or can relate to, key points in its history, or it has

played a meaningful role in key parts of my life,” “The brand’s story –

what it stands for and where it comes from overlaps with mine. We

share a heritage, a future and a set of values.”

Q11. Listens openly dimension - The statements below are numbered

from 0-5. Please indicate the highest-numbered statement about this

brand that is true for you. So, for example, if statement #3 is true for

you, but not statements #4 or #5, you should mark statement #3.

Dimension is the average of the following responses, “I would not

know how to go about reaching out to or interacting with this brand if I

wanted to,” “If I had something to say, I know that I could get a

message to the people behind this brand,” “This brand often gives me

opportunities to engage with it or to give it feedback and input,” “I

have communicated with this brand by sending it a message in some

way, or by submitting a complaint, suggestion or compliment,” “This

brand has responded to my communications in a meaningful way. I

feel like we have had significant interactions,” “I have ongoing

conversations and interactions with this brand. It is part of my social

circle.”


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End NotesQ13. Still thinking of your favorite brand in this category, what is it

about this brand that makes it special to you? Using a nine-point scale

that goes from not at all important to extremely important, please

indicate how important each of the following was in building the

special relationship you have with this brand? “The quality of its

products and services are far better than its competitors,” “Its prices

are much more reasonable than its competitors,” “Using its products

and services makes my life significantly better,” “Every part of doing

business with it is so convenient and easy," “The products and

services are far more innovative than its competitors," “The products

and services are far more creative than its competitors," “The

customer service it offers is highly personalized and responsive to my

needs," “I greatly admire the charisma and personality of the person

who runs or founded the company," “I admire how it is shaking things

up and disrupting business as usual," “It is a significant source of

humor, entertainment and enjoyment in my life," “It is a significant

source of useful information and life help," “It represents, and is part

of, a lifestyle that I aspire to," “It has raised my self-esteem and

helped me feel better about myself," “I get a lot of respect and

admiration for owning and using this brand," “I admire its heritage. I

respect how it overcame challenges to achieve success," “It was

there for me at a really tough time in my life," “It helps me express to

the world something important about myself," “It seems to really

understand me as a person and what is important to me in life and not

just when it comes to the products it makes," “It seems to really care

about me as a person. It makes me feel special," “It invites me in. It

allows me to play a part in its innovation, creative or product testing

processes," “It maintains an ongoing conversation with me. It invites

and facilitates our interactions," “It enhances the bonds I have with my

friends. It is a point of mutual connection among us," “It provides a

platform or venue through which I can reach out to and connect with a

community of people," “It is a part of my social media landscape. It is

where I am and an interesting part of the conversations I am having,"

“I can always trust what it says and does," “I know that it always

makes its business decisions with the best interests of its customers

in mind," “The values and morals it stands for match my own," “It is a

force for good in the world. It is helping to make the world a better

place," “Cares about the impact of its products /services and how it

does business on me and my family," “Cares about the impact of its

products /services and how it does business in my community," “This

brand encourages me and others to review its products and services,"

“Buying the brand guarantees me that I will always have the most up-

to-date features or technology," “It allows me to customize or

personalize its products and services so they are exactly the way I

want them," “I can always find its products on my favorite shopping

websites," and “I can always find its products at my favorite stores.”


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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 Me)

“Buy first and Stay loyal” is the average of, “I am one of the first to try

the new products/services of this brand when they come out," “I am

happy to pay more for this brand’s products/ services," “When I

buy/use products/services in this category, it has to be this brand," “I

will continue to buy this product even if a competitive brand is getting

better reviews," “I will continue to buy this brand even if a competing

brand comes along that is more innovative or technologically

advanced," “I will continue to buy this brand even if a competitive

brand starts using more environmentally friendly business and

production processes," “I will continue to buy this brand even if a

competitive brand started treating its workers better by giving them

higher wages and better benefits," and “I am happy to share my

personal data with this brand.”

“Advocate and Defend” is the average of, “I always recommend this

brand if someone asks," “I advocate for this brand even when I am not

directly asked for advice," “I like/rate what the brand is saying in social

media," “I participate in the creation of the brand’s media content," “I

defend this brand if I ever hear someone criticizing it," and “I will

continue to buy/use this brand even if something goes wrong with its

latest products/services.”

Q15. Continuing to think about your favorite brand, which of the

following have you done in the past 90 days? Please select all that

apply.

Paid is a net of “Saw an ad for the brand online," “Saw an ad for the

brand on TV," “Saw an ad for the brand on my phone," and “Saw an

ad for the brand on social media.”

Peer is a net of “Liked or recommended it online on social media,"

“Shared content (or a link to the content) about the brand with others,"

“Posted a positive review of the brand or its products," “I saw content

about the brand on social media," “Talked to friends and family about

the brand," “Read reviews about the brand," and “Saw something

about it on a social media site.”

Owned is a net of “Visited its web site," “Followed it on social media,"

“Attended an event or participated in a promotion that it sponsored,"

“Read the brand’s newsletter or blog," “Watched a video posted by the

brand," and “Saw sponsored content for the brand.”

End Notes


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End NotesQ16. Thinking about each of the categories listed below, which of the

five descriptions most accurately characterizes the number of brands

in that category that you would say you like a lot to the point of feeling

a real affection for it? (Net of “A few brands,” “Several brands,” and

“Most brands”.

Q17. Please indicate how much you agree or disagree with the

following statements. (Top 4 Box, Agree) “In many cases, brands can

do more to solve social ills than governments,” “Making the world a

better place should be part of a brand’s day-to-day business activities

and DNA, and not just something it does on the side or allocates to a

small team within the company,” “Brands should just stick with

producing and selling products, and leave making the world a better

place to organizations that specialize in addressing social problems,”

and “If a company is just giving money to help make the world a better

place and not dedicating significant time, attention and corporate

resources in support of a cause, it is failing to meet its obligations.”

Q19. Brands are a part of society. Like all members of society, they

have certain obligations to the people and institutions that have

allowed them to prosper. For each of the following, please use a scale

from 1 to 9 to indicate how important it is that a brand contribute to

society in this way. (Top 4 Box, Importance) “Address problems faced by

its customers, such as discrimination or other social justice or economic

issues,” “Address problems faced by the communities in which the brand

operates or has offices, such as poverty, lack of safe community spaces,

under-funded arts programs or under-performing schools,” “Addressing

problems that are important and affect society at large, but are not directly

related to the brand’s business or business practices,” “Make good quality

products at a fair price,” “Give people good jobs at fair wages” and “Make

money for their shareholders.”

Q20. And if a brand did not fulfil the obligations listed below, would

that stop you from buying that particular brand? (Net of yes for

“address problems faced by its customers, such as discrimination or

other social justice or economic issues," “Address problems faced by

the communities in which the brand operates or has offices, such as

poverty, lack of safe community spaces, under-funded arts programs

or under-performing schools," and “Addressing problems that are

important and affect society at large, but are not directly related to the

brand’s business or business practices,” and net of yes for “Make good

quality products at a fair price,” “Give people good jobs at fair wages” and

“Make money for their shareholders.”)


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End NotesQ28. There are different sources of information about brands and

products. For each of the following statements, please select the one

information source that it describes best. This is the information

source about brands and products that …(Earned=News or articles

posted, published or broadcast by third parties; Paid=Brands or

companies talking about themselves in advertising or other

promotions; Peer=Friends/Family/Like-minded strangers;

Owned=Brands or companies talking about themselves on their web

sites, blogs or social media)

Q30. When looking for information about brands and their products or

services, how frequently do you use each of the following types of

media? (NET of Regular Users = Regular usage, Several times a

week, or Daily); “Traditional Media” call out is a net of, “Television,”

“News articles,” “Magazines,” “The radio,” and “Blogs.”

Q31. When you want information about a brand's products or

services, what sources of information do you use? Rate each of the

following potential sources of information about a brand’s products

and services on a scale from 1-9 with 1 being a source that you would

rely upon least and 9 being a source that you would rely upon most.

(Top 4 Box, Rely on Most). (Net of “Customers of the brand”, “People

like yourself,” and “Your friends and family”.)

Q32. Thinking about the conversations you have online and offline

with friends and other people like you about brands, products and

services you purchase, what impact do they have on you? Please

select all that apply. (Net of “They help me decide which option is the

best," “They give me confidence that I am making the right choices,"

“They encourage to actually go and make the purchase once I have

made a product choice," “They help me find the best price on the

product I want," and “They help me figure out where to buy the brand

or product”).

Q33. Ad blockers are programs that remove different kinds of

advertising from a Web user's experience online. Do you currently

use any ad blockers? (Net of “Never heard of it before today but I am

curious to know more and would consider using Ad blockers in the

future," “Heard of Ad blockers and would consider using in the future,"

and “I am currently using Ad blockers.”)


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Earned Brand 2016

Technical Appendix

1. Methodology

2. The sample

3. How was the Edelman Brand Relationship Index built?

• How did consumers evaluate the seven dimensions of the relationship?

• How were the five levels of brand-consumer relationship determined?

• How reliable is the Edelman Brand Relationship Index?

• How did we identify the drivers that predict higher scores on each dimension?

4. About the research team


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

in the report can be found in the End Notes. Full explanations of the Brand Relationship Index and other analyses

performed, along with detailed sample and margin of error information, can be found in the Technical Appendix.

Methodology

A Global Survey

Timing

April 7 – April 25, 2016

13 countries

Online survey in Australia,

Brazil, Canada, China, France, Germany, India, Japan, Mexico,

The Netherlands, Singapore, the 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.


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The sampleEarned Brand 2016

13-country global data margin of error: +/-0.9% (N=13,000), global index scores +/- 0.4 points (N=13,000). Country-specific data margin of

error: +/- 3.1% ( N=1,000), country index scores +/- 1.6 points (N = 1,000). Category specific data margin of error: +/-2.7% (N=1,286-1,546),

category index scores +/- 1.5 points (N=1,286-1,546), Millennial specific data margin of error: +/- 1.6% (N=4,050), millennial index scores +/-

0.8 points (N=4,050).

CountryInternet

PenetrationSample Size Languages Quota Parameters

Australia 85% 1000 English Gender, Age & Region

Brazil 66% 1000 Portuguese Gender, Age & Region

Canada 88% 1000 English & Localized French Gender, Age & Region

China 52% 1000 Simplified Chinese (Mandarin) Gender, Age & Region

France 86% 1000 French Gender, Age & Region

Germany 88% 1000 German Gender, Age & Region

India 35% 1000 English Gender, Age & Region

Japan 91% 1000 Japanese Gender, Age & Region

Mexico 45% 1000 Localized Spanish Gender, Age & Region

Netherlands 94% 1000 Dutch Gender, Age & Region

Singapore 82% 1000 English & Simplified Chinese Gender, Age & Region

U.K. 93% 1000 English Gender, Age, Region & Ethnicity

U.S. 88% 1000 English Gender, Age, Region & Ethnicity

Earned Brand is an online survey. In developed countries, a nationally representative online sample closely mirrors the

general population. In countries with lower levels of Internet penetration, a nationally representative online sample will bemore affluent, educated, and urban than the general population.


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How was the Edelman Brand Relationship Index built?

1Each respondent rated their favorite brand within three categories given to them at random from among the

18 categories examined in this research. The only stipulation placed on their brand choice was that the

brand had to be one they currently own, use or make purchases from it.

Automobile

Beer, wine, and spirits

Credit cards

Fashion

Financial services

Food and beverage

Grocery stores

Home energy management

Household products

Luxury goods

Mobile carriers

OTC medicines

Personal care

Prescription medicines

Retailers

Social media

Travel

Utilities

Product categories included in the study

What is your

favorite brand in

this category that

you currently buy

or use?


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2Respondents gave each of the brands seven ratings, from zero to five, depending on how deeply involved they were with the brand along each of the seven relationship dimensions.

1Embodies

unique

character2

Makes

its

Mark

7Acts with

purpose

3Tells a

memorable

story

6Builds trust at

every touchpoint

4Listens openly,

responds

selectively

5Invites sharing,

inspires

partnership

How strong is

your relationship with

that brand within

each of these seven

dimensions?


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The 7 relationship dimensionsBuilding the Index

Indifferent Interested Involved Invested Committed

Embodies

unique

character

Not much different from its

competitors

Different from many other

products/services in the category

Offers unique products/services Bigger than the products/services it

delivers--has its own unique

personality

Embodies an idea or value or

lifestyle I can relate to; helps me

express something

Makes its

markI buy this brand out of habit. I have

no real attachment to or affection

for it

I go out of my way to buy this

brand, even if it is not the cheapest

or most convenient

The only brand I will buy. If it is not

available, I will do without until I

can find it again

My relationship with this brand

goes beyond liking it as a product

or service

A positive force in my life. This

brand represents a lifestyle or way

of life that defines me.

Tells a

memorable

story

I do not have any idea of what this

brand stands for or about its

heritage

This brand has a story about what

it stands for and its heritage

I admire what the brand stands for

and its heritage

I can identify with the brand’s story

and heritage

I am part of the brand’s story; we

share a heritage, a future, a set of

values

Listens

openly,

responds

selectively

I would not know how to go about

reaching out to or interacting with

this brand

If I had something to say, I know I

could get a message to the people

behind this brand

This brand often gives me

opportunities to engage with it or to

give it feedback and input

I have communicated with this

brand in some way

I have ongoing interactions with

this brand. It is part of my social

circle

Invites

sharing,

inspires

partnership

Unware of what this brand is doing

or saying

I remember seeing some

advertising/promotions, and

sometimes see things about it in

the news or online

I notice and pay attention to what

this brand is saying and doing

when I see its ads, other content,

or news about the brand

I am likely to forward, share or

repost news/online content about

this brand, or share information

about my experiences with it

Has become part of my social life. I

am likely to participate in

promotions, engage with its

content online, attend its events

Builds trust at

every

touchpoint

I do not really trust this brand I trust this brand to make good

products/services at a fair price

I trust that this brand makes

business decisions with interests of

its customers top of mind

Makes all of its business decisions

with the best interests of the

broader society top of mind

I would stick by and defend this

brand even if I was disappointed, I

have faith it will correct mistakes

Acts with

purposeUnaware if it supports any causes

or has any social purpose beyond

making good products/services

Contributes to the greater good in

some way, in how the

product/service is made delivered,

or by actively supporting social

causes

The brand’s greater purpose or the

social causes that it supports are

important and worthwhile

This brand’s cause or social

purpose is something that I share

and also support

Supporting this brand is one way I

support a cause I believe in;

because of this brand I have

become even more actively

engaged in the cause


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3The Brand Relationship Index was

calculated by taking the average of the

seven dimension scores and multiplying

by twenty to convert the index to a 100

point scale.

The 2016 Global Brand Relationship

score of 38 represents the average

Brand Relationship Index across the

39,000 (13,000 X 3) consumer-brand

relationships analyzed.

0 - 100((Average of seven

dimension scores) x 20)

The 2016 Edelman

Brand Relationship Index


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How did we define the relationship levels?

Building the Index

• A Brand Relationship Index score can vary from zero to 100. In working with the scale, we identified five

unique relationship levels. The cut-points that define each level are displayed below.

• These relationship levels were empirically determined based on two criteria. The first was a correspondence

between relationship level as determined by the Brand Relationship Index and respondents’ self-described

level of attachment to a given brand. The second was how distinct the levels were when profiled against key

marketplace behaviors of general interest to brands.

• The resulting relationship levels and cut-points represent an optimized result that captures both respondents’

explicitly stated level of relationship with a brand and their implicit level of relationship as defined by their

willingness to buy that brand first as well as to advocate for and defend it.

Strength of relationship with the



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How reliable is the Edelman Brand Relationship Index?

Building the Index

Alpha Reliability analyses were performed globally and

within each of the 13 countries. Results indicated that

the scale was reliable in every market and that all seven

dimensions tap into different aspects of the same

underlying construct – the strength of the bond between

a brand and a consumer.

Note: Alpha levels above .6 are considered to indicate

good internal reliability.

Country Alpha Reliability

Global Average .91

Australia .91

Brazil .90

Canada .91

China .91

France .92

Germany .91

India .90

Japan .87

Mexico .90

Netherlands .89

Singapore .90

U.K. .91

U.S. .92


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How did we identify the drivers that predict higher scores on each dimension?Within this report, we highlight the top five most powerful and statistically significant drivers of each relationship dimension. A

consumer’s relationship with a brand overall and within each of the seven dimensions is fluid. It can evolve over time. Often, the

deepening of one’s relationship with a brand is associated with the emerging appreciation of certain brand characteristics that foster

and support a consumer’s greater investment in that brand. By highlighting, building and deepening their commitment to these

characteristics, brands have the power to move people along the relationship continuum.

In order to identify the brand attributes that are the most powerful predictors of higher relationship scores, we performed a series of

stepwise multiple regressions focused on those things that consumers said made their favorite brand in a category special to them.

The resulting models revealed which of those special relationship builders were the most strongly related to how respondents

characterized their relationship with that brand along each of the seven relationship dimensions. The top five drivers shown in this

report are ranked based on their beta values.

List of 35 attributes

that potentially make

a brand special to

its customers

Step 1: Pick a characteristic and put it into a prediction model.

Does this characteristic make the model stronger?

If yes, then keep it in. If not, then remove it from the model.

Step 2: Repeat step one.

Step 3: Continue this process until all 35 characteristics have been tested.

The results:

The top drivers that predict an improve-

ment in each dimension score

Understanding stepwise multiple regressions

Earned Brand 2016 - U.S. Multicultural Report

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