Anita Caras Insights Director Oath - boussiasconferences.gr · Anita Caras Insights Director Oath *Based on BrandZ affinity ranked scale ... Validate & test potential inputs to Brand

Anita Caras Insights

Director Oath

*Based on BrandZ affinity ranked scale

BrandZ™ Top 100 Most Valuable Global Brands: 87 common brands valued in both 2006 and 2017

Brand love is also an important driver of financial value

+192%High

Love*

+110%Medium

Love*

+32%LowLove*

Twelve years of brand value growth

4

Unwrapping brand love

Identify potential drivers

of Brand Love

Over 150,000 consumers (86,000 across Europe)

13 countries

Nuances by industry vertical, audience and country

Oath Brand Love Index Study 2018 - Global

1

• Exec interviews

• Desk Research

• Consumer Focus Groups

2 3

Validate & test potential

inputs to Brand Love

• Online survey

• Correlation analysis with BrandZ

database

Calculation of Brand

Love Score

• Brand Love dominance model

analysis by category/country

• Brand Love Score = Weighted

averages by driver

5

Human love vs. brand love

Human Love

Absorption of other person’s identity and altruistic mindset

Intimacy

Passion

Commitment

Love

Brand love has a

functional element

to it which makes it

distinct from human love

which is almost

exclusively emotional

Brand Love

Loyalty and advocacy

Emotional connection

Function

Bonding

Love

Oath Brand Love Index 2018

Brand love is an intense bonded affection

that a person has with a brand;

it is characterized by the brand’s ability to

deliver superior and unique utility, build

emotional connection, deliver consistently

elevated experiences and create bonds.

6

What is brand love?


The 6 drivers of brand love are universal


Exceed needs

Build trust

Set trends

Share values

Elevate experiences

Respect consumers


Exceed Needs

30%

Oath Brand Love Index 2018 - Global

10

Outperform and overdeliverDon’t rely on emotion alone. Break through the clutter by bringing the best in quality, performance and design.


Put Customers FirstInvent

Be Patient


Build Trust

20%


13

Make it personal

There’s no love without trust, and the strongest path to building trust is to personalize the experience.


Mobile helps you make it personal

more likely to believe a

brand builds trust

when they saw a

brands advert on

their mobile device

of consumers who trust a brand have viewed/received innovative marketing on the brand on their mobile devices.

40% 72%

Oath, Mobile Insights, 2018 (Global)

HigherBuild Truest scores Vs. Retail average

43%

Oath Brand Love Index 2018 - UK

Set Trends

18%


17

Rethink, reinvent, repeatInnovation doesn’t stop at your product or service. Reinvent every touchpoint with consumers.



Shares values

12%


20

Take a stand

Show consumers what you stand for.Values-led brands attract people who believe what they believe.


Consumers demand action from brands

76%67% 64% 64%

57% 57%

43%

Treatment of employees

Equality & diversity

Closing gender pay gap

Women in leadership

Environmental sustainability

LGBTQ rights

Cultural Openness

Oath Brand Love Index 2018 Global

Respect Consumers

11%


24

Mind the flowLove grows when brands integrate into a consumer’s life, especially on mobile. Show respect for their time and experience.


“Our mission is empowering every person and every

organisation on the planet to achieve more.”Satya Nadella, CEO

HigherRespect Consumer scores Vs. Tech average

3 X

Oath Brand Love Index 2018 - UK

Elevate Experiences 9%


27

Make extraordinary the every daySet the standard on memorable, immersive experiences. Consumers are more willing to love, and forgive, brands that do.


Travel Retail

+ 54%Respect Consumers

+20%Exceed Needs

Consumer expectation varies by industry vertical


Communication Providers

+78%Elevate Experiences

30

Where do we go from here?

Next stop

Measurement


31

Measuring brand love: the Oath approach

Traditional measures

Brand awareness

Favourability

Consideration / purchase intent

Oath Brand love measures

Exceed needs

Build trust

Set trends

Share values

Elevate experiences

Respect consumers


The six drivers of brand love

Exceed Needs

Build Trust Share Values

Elevate ExperiencesRespect Consumers

Set Trends


The foundational base

Exceed Needs Set Trends

OUTPERFORM AND OVER DELIVER RETHINK, REINVENT, REPEAT


Build Trust Share Values

MAKE IT PERSONAL TAKE A STAND

The emotional connection


The consistent bond

Elevate ExperiencesRespect Consumers

MIND THE FLOWMAKE THE EXTRAORDINARY

EVERY DAY


Visit love.com

ευχαριστώ

[email protected]

@anitacaras

Anita Caras Insights Director Oath - boussiasconferences.gr · Anita Caras Insights Director Oath *Based on BrandZ affinity ranked scale ... Validate & test potential inputs to Brand

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