THE CHARISMA INDEX. Summary Document February 2018

Transcription

1 THE CHARISMA INDEX Summary Document February 2018

2 Charisma: the study in brief WHY: Multi-market exploration of brands capabilities: to build enduring relationships to achieve leadership status to create long-term success Multi-dimensional positioning of brands: past/current performance future resilience and prosperity basis of consumer relationship Provide a definitive exploration of the above, which are neglected in existing brand equity studies Charisma Consortium: Keith Wells, Brandwell Originator Juliet Strachan, Windsoredge Research - Study development Allyson Stewart-Allen, International Marketing Partners Delivered through Respondi WHAT: Multi market online survey, panel sample WHO: Almost 10,000 online interviews across markets WHERE: SIX DIMENSIONS: Consciousness: anticipating consumer needs and responding to them Purpose: having a true sense of what it stands for and where it is going Integrity: a brand consumers feel they can trust to act with integrity and do the right thing Generosity: willing to give of its time and services, not just motivated by profit Courage: having the courage to truly innovate, not simply to follow or copy others Delivery: doing what it says it will, and not letting people down

3 Charisma: brands measured 30 common, global brands, plus 10 local home brands: Internet brands: AirBnB Amazon Facebook Google Paypal Twitter Uber Technology brands: Apple Microsoft Samsung Sony Other brands: IKEA Nike FMCG brands: Coca Cola Johnson & Johnson McDonalds Kellogg s Starbucks Finance brands: American Express HSBC Auto & transport brands: BMW Emirates Ford Mercedes Benz Volkswagen Media & Entertainment brands: BBC Disney FIFA LEGO Netflix Results for brands in this document are shown in the colour of the sector as underlined above e.g. all Internet brands are shown in pink Alitalia Alfa Romeo Barilla Ferrari Ferrero Fiat Gucci Peroni Pirelli Unicredit British Airways Barclays BT Cadbury s Carlsberg John Lewis NatWest Ryanair Sports Direct Tesco Equifax Hershey Hilton The Gap Tiffany Trump United Airlines Verizon WalMart Wells Fargo Adidas Aldi Allianz Becks Boss Braun Deutsche Bank Lidl Lufthansa Miele

4 A study of brand resilience: will people keep buying you? DIAGNOSTIC Insights into brands real status with consumers Competitive and peer positioning DYNAMIC Different perspectives of brands status over time Projective understanding of changing consumer relationships DIRECTIVE Focus on corrective / affirmative action Strategies to help brands improve their chances

5 SUMMARY OF FINDINGS

6 LEGO is the leading global brand, FIFA the lowest Whilst LEGO consistently excels to delight timelessly, FIFA has failed consumers dramatically, condemned across demographics and geography Top, mid & lowest global brand Delivery Consciousness 8.. Purpose. LEGO Starbucks FIFA Courage Integrity Average scores out of 10 for each dimension; All markets, Base per brand Generosity

7 LEGO and top tech brands feature significantly in all markets TOTAL Ranking Lego 1st 1st th 1st 3rd Amazon 2nd th 2nd 2nd 1st Google 3rd th 3rd th 2nd Paypal th 3rd 1st 3rd 1th Disney th 11th th th th Ikea th 2nd th th 13th Samsung th th 10th th 9th Microsoft 8th 9th th 8th 8th Apple 9th 10th 8th 11th th Sony 10th 13th 11th 10th 10th Ranking of 30 global brands only All markets base per brand; per market c per brand NB: Rankings are only within the 30 global brands and do not account for the 10 local brands within each market

8 Internet service brands with a resilient platform for growth The leading brands in this sector demonstrate the value of understanding what consumers need, and meeting those needs The age old principles apply in even the newest of competitive fields Top Internet brands globally 8. Highest to lowest brand recorded (Global) 8... Amazon Google PayPal Consciousness Purpose Integrity Generosity Courage Delivery Average scores out of 10 for each dimension; All markets, Base per brand

9 Because disruptive is not enough Popularity does not guarantee commitment It s easy to stand against something what counts is what you stand for, and that you deliver Newer brands still have to build depth and resilience - because without it, consumers will not continue to buy you Low Internet brands globally Highest to lowest brand recorded (Global) AirBnB 8. Twitter Facebook Internet brands avg Consciousness Purpose Integrity Generosity Courage Delivery Average scores out of 10 for each dimension; All markets, Base per brand

10 Uber lacking brand depth for the future Although recognized as a first in its field, Uber does not have the critical mass of consumer support to withstand even the slightest challenge Surprisingly, this is true for both younger and older generations young people may buy into the Uber concept more readily, but they have little more regard for the Uber brand Uber vs Internet brand average 8. Highest to lowest brand recorded (Global) 8.. uber Av. Internet brands. Consciousness Purpose Integrity Generosity Courage Delivery Average scores out of 10 for each dimension; All markets, Base per brand

11 Consumer technology: natural strength, but not unassailable In the tech sector, brands are generally viewed positively, seen to push the innovation boundaries and deliver against consumer needs: Samsung is the most consistent and powerful brand Apple is the most erratic brand: it is alone in dipping below the Global Average for generosity, and has the greatest drop-off between courage and delivery Brands vs technical sector average Highest Brand Highest to lowest brand recorded (Global) Microsoft Sony 8. Samsung Apple Global brand avg Consciousness Purpose Integrity Generosity Courage Delivery Average scores out of 10 for each dimension; All markets, Base per brand

12 Automotive: respected, but not liked; VW in serious trouble VW is the weakest automotive brand, most notably behind on Integrity and delivery VW is the lowest rated car brand in all markets except Italy (23 rd ) where it is on a par with Alpha Romeo, above Ford, and where the lowest auto brand rating is reserved for homegrown Fiat (3 th ) Even in Germany, VW is clearly a troubled brand UK 2 th DE 30 th US 31 st NB These results were current before the Times article of January 2018 Positions given are out of 0 brands in each market Automotive brands vs sector average Highest to lowest brand recorded (Global) BMW 8. Ford Volkswagen/VW Car brands average 8... Mercedes-Benz Consciousness Purpose Integrity Generosity Courage Delivery Average scores out of 10 for each dimension; All markets, Base per brand

13 Airlines are a deeply troubled sector, with RyanAir at rock bottom Lufthansa, BA and Emirates demonstrate some residual resilience from their heydays, but airlines are amongst the lowest regarded brands across markets Ryanair is the least well regarded brand in any market a brand that appears to lack any virtue National carriers seen as poor performers and fail as flag flyers Has the sector become a commodity with a loss of engagement and respect? Airline brands vs global average Emirates Alitalia IT Lufthansa DE United Airlines US. BA UK Ryanair UK Global brand avg Consciousness Purpose Integrity Generosity Courage Delivery Average scores out of 10 for each dimension; All markets, Base per brand

14 Banking sector: poor reputation will make recovery difficult In a sector universally below global average ratings, AMEX emerges as the strongest financial brand All markets rate their own financial institutions relatively low Wells Fargo, Equifax, Deutsche Bank and UniCredit are all within the bottom five ranked brands in their respective markets Consumer respect and trust will be hard to win back, but the bar is set very low Finance brands vs Global brand average American Express HSBC Wells Fargo US Equifax US UniCredit IT Allianz DE Deutsche Bank DE NatWest UK Barclays UK Global brand avg Consciousness Purpose Integrity Generosity Courage Delivery Average scores out of 10 for each dimension; All markets, Base per brand

15 Food retail/restaurants: room to excel, but little evidence of it McDonalds has previously enjoyed much higher sense of purpose and ethical equity (despite concerns over nutritional value). However, it is not enjoying that critical lead currently Aldi leads the food retail sector, enjoying a strong lead over rival Lidl, even in Germany Tesco in UK lacks purpose, courage and consciousness all essential for strong retail market position Discounters are the only above average scores, and only on Consciousness and Purpose: sector appears unloved and unheralded for other aspects of being on the consumer s side, or innovation/differentiation Food restaurant & retailer brands vs Global brand average McDonalds Starbucks Tesco UK Aldi DE Lidl DE WalMart US Global brand avg Consciousness Purpose Integrity Generosity Courage Delivery Average scores out of 10 for each dimension; All markets, Base per brand

16 Brands still not on the consumer s side: weak engagement, low defences 1.Brands are universally regarded lowest for Generosity: CSR policies are not working, brands are still out for themselves 2.The Internet and Transport sectors are the most polarized, whilst FIFA drags the Media & Ent. sector down 3.Finance is is the lowest sector, including local finance brands which generally rank towards the bottom in each market Charisma dimensions average scores across 30 global brands Technology brands Internet brands FMCG brands Auto/Transport brands Other brands Media & entertainment brands Consciousness Purpose Integrity Generosity Courage Delivery Finance brands Average scores out of 10 for each dimension; All markets, Base per brand

17 Widest gulf in responding to consumer needs The most polarizing dimension is in Consumer Consciousness, which is where the widest gap is seen between the highest and lowest scoring brands Without this platform, brands will struggle to build relationships and sustainable success. Dissatisfaction will lead to defection Consciousness: aware of consumer needs, and good at responding to them Average scores out of 10 for Consciousness; All markets, Base per brand Amazon Google Samsung AirBnB HSBC FIFA

18 Markets show a great deal of consistency for global brands, but view home brands differently Trump bottom of the pile in US, some way behind Equifax and Wells Fargo Only Germany really talk up their home grown brands Ryanair records the lowest scores across the entire study, and is bottom in the UK Ferrero loved by Italians, but Alitalia and UniCredit scrape in at the bottom

19 THANK YOU For further details please contact: Keith Wells Juliet Strachan Allyson Stewart- Allen