Edelman’s 2016 Earned Brand Study Introduces Index Revealing Untapped Opportunity for Communicators

brand advocacy, brand preference, brand relationships, challenger disruption, consumer relationships, consumer-brand relationship, Edelman, Marketing, Marketing strategy, Pr, Public relations, relationship stage, Richard EdelmanStudy Examines How to Move Consumers from “Involved” to “Committed”

New research from Edelman shines a light on an enormous unrealized opportunity for brands to build stronger consumer relationships that can lead to increased sales and protect against challenger disruption. According to the firm’s recently released Brand Relationship Index, part of a study of 13,000 consumers in 13 countries, the global average consumer-brand relationship score reaches just 38 out of a possible 100.

To realize the full potential of the consumer-brand relationship, brands must move consumers from being “Involved” with the brand to being fully “Committed,” the strongest relationship stage. The findings reveal that consumers who are “Committed” to a favorite brand will drive and protect its bottom line by buying first, staying loyal to, advocating for, and defending the brand. These stronger relationships provide significant benefits: 86 percent will adopt innovation more quickly; 87 percent will pay a premium price; 87 percent will recommend the brand through liking and sharing; and 88 percent will defend it against critics.

“The index confirms that marketers have done a good job getting consumers to preference and purchase, but consumers indicated they are willing to go deeper, to be committed in their brand relationships,” said Richard Edelman, president and CEO of Edelman, in a news release. “The study shows when a consumer moves from a relationship rooted in ‘me’ to one powered by ‘we,’ a new world of buying and advocacy potential opens up for a brand.”

In order to create more “Committed” consumers, the marketing mix, with its long-standing reliance on paid media, must fundamentally change to include a greater proportion of peer and owned media. The study finds that “Interested” and “Involved” consumers (the early stages of the relationship) need paid strategies to spark awareness and consideration, but consumers in the deeper “Invested” and “Committed” stages consistently engage peer and owned media over paid. In fact, from the middle stage, “Involved,” to the most deeply “Committed” stage, a consumer’s use of both a brand’s owned media and peer conversations grows twice as fast as advertising: use of peer media grows 18 percentage points and use of owned grows 21 points, while paid grows by just 8 points. Committed relationships require greater brand interactivity, and committed consumers thirst for that interactivity.

“Commitment cannot be bought, it must be earned,” said Edelman. “We can quantify that a media mix favoring social and owned media is essential for cementing a committed relationship with a consumer. Conversations help create a community of interest—a virtuous circle of buying, advocating for, and defending a brand—that will protect and promote the brand.”

The biggest opportunity for brands to earn deeper relationships with consumers lies in addressing the three brand behaviors that scored the lowest on the Edelman Brand Relationship Index: Acts with purpose (33), Tells a memorable story (34), and Listens openly/responds selectively (35). While a majority of respondents (62 percent) said they will not buy a brand if it fails to meet its societal obligations, consumer belief in brands as their partners in social change is strong, with 55 percent agreeing brands can do more to solve societal ills than government. Brands must live up to these expectations by focusing on related strategies that entail collaboration, participation, shared values, and shared actions.

“Consumers are looking to brands to address their growing expectations, to step up and consistently take action with them on topics and issues they care about,” said Amanda Glasgow, U.S. Consumer Practice chair of Edelman, in the release. “It’s no longer about what brands do for you, it’s about what they do with you. It’s the difference between presenting consumers with a campaign and empowering them to join a movement. This is the way today’s brands become a meaningful presence in consumers’ lives and in the world.”

See an executive summary of the report here.

Source: PR Newswire; edited by Richard Carufel

We've updated our Privacy Policy. Read the updated policy →

PR Biz Update PR Agency News PR People Marketing Trends
American marketers, future of technology, Internet of Things, machine learning, Marketing, marketing priorities, marketing software, Marketo, Pr, Predictive analytics, Public relations, tech effect on marketers, Virtual reality
Marketing and Emerging Tech: New Study Reveals Stark Contrasts in Tech Priorities for U.S. and International Marketers

In a new research study from marketing software and solutions provider...

Adobe, coworker competition, Marketing, performance review, personal stress, Pr, Public relations, structured performance review, traditional performance review, U.S. office workers, unproductive reviews, workplace trends
Performance Review Peril: New Study Shows Office Workers Waste Time—and Tears—on Outdated, Irrelevant Review Processes

Most U.S. office workers participate in annual traditional performance reviews—but a...

business trust, CEO credibility, Edelman, global trust crisis, government leader credibility, government trust, leader credibility, Marketing, media trust, Pr, Public relations, Richard Edelman, trust barometer, trust levels, virulent populism
2017 Edelman Trust Barometer Reveals Global Implosion of Trust: CEO Credibility at Lowest Level Ever

The newly released 2017 Trust Barometer from Edelman reveals the largest-ever...

Thought Leaders On Deadline
2017 in PR, analytics platforms, data-infused PR, InkHouse, Marketing, Pr, PR audio, PR storytelling, PR trends, Public relations, quality journalism, Samantha McGarry
Three More PR Trends to Watch in 2017

By Samantha McGarry, Senior Vice President, InkHouse One of the things...

2017 PR trends, fake news, influencers, Marketing, marketing campaigns, Maura FitzGerald, Pr, PR civility, PR content, PR predictions, PR video, Public relations, Version 2.0 Communications
PR Predictions (and a Plea) for 2017

By Maura FitzGerald, Co-Founder and Partner, Version 2.0 Communications The pundits...

2017 trends, chatbots, digital disruption, engagement technologies, immersion tech, insight technologies, Liane O’Neill, Marketing, Pr, PR trends, Public relations, support technologies, tech PR, Telehealth, The Abbi Agency
Tech PR Trends on the Horizon—What to Expect in 2017

By Liane O’Neill, Junior Account Executive, The Abbi Agency Self-driving cars...