Brand Loyalty Examples to Help You Get Started

Meaningfulness Produces Real Results

  • Meaningful Brands see their marketing KPIs perform 100% better overall compared with less Meaningful Brands. With every 10% improvement in meaningfulness performance, individual brand KPIs grow by 2.5% for Familiarity, 4.9% for Overall Impression, 6.6% for Purchase Intent, 3.2% Repurchase Intent, 4.8% for Advocacy and 10.4% for Premium Pricing.
  • Meaningful Brands gain, on average, 46% more share of wallet.
  • Meaningful Brands outperform the stock market by 133%, with the top 25 brands delivering an annual share return of nearly 12% (that’s almost seven times higher than the STOXX 1800 stock index).
  • Technology brands account for nearly one third of the Top 50 Global Meaningful Brands.
  • Technology brands provide ever-more personalised content, educational experiences to develop skills, up-to-date entertainment and apps to improve Personal Wellbeing.

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The Brands That Survive Will Be The Brands That Make Life Better

  • The state of brands and how they affect well-being was measured by media consultancy Havas Media. Umair Haque, the director of the Havas Media Labs and Harvard Business Review blogger who writes frequently on how business can create real value, says that the study is about discovering how people are interacting with businesses in a world where many people feel that institutions are crumbling: “In an age where institutions are failing and contracts are broken, and people are clamoring for more—pounding their fists for better—we’re asking: What is the role for a brand? And how is the relationship between people and boardrooms changing? People are beginning to say: ‘What you’ve been able to give us in the past isn’t good enough.'”
  • The most tangible outcome of this is that the Meaningful Brands survey—which spoke to 50,000 consumers in France, Spain, the U.K., Germany, Italy, Mexico, Brazil, Colombia, Chile, Argentina, China, Japan, India, and the U.S.—found that only 20% of the brands they interact with have a positive impact on their lives. And they feel that 70% of brands could disappear entirely without them noticing.
  • What’s the trick to making a brand meaningful? Focus on outcomes, not outputs. The criteria, says Haque, are simple: “Did this brand make you fitter, wiser, smarter, closer? Did it improve your personal outcomes? Did it improve your community outcomes? Did it pollute the environment? We’re trying to get beyond “did this company make a slightly better product” to the more resonant, meaningful question:
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Did this brand actually impact your life in a tangible, lasting, and positive way?”

  • More than half (51%) of consumers want to reward responsible companies by shopping there; 53% would pay a 10% premium for products from a responsible company.
  • 85% of consumers want companies to be engaged on global issues, but only 22% think they’re getting enough.

Ipsos Reid Unveils Second Annual Most Influential Brands Study at ICA’s FFWD 2013

  • “Brands have meaning, personality, and attitude. And because people so often identify with, relate to, and define themselves by them, brands have influence,” said Steve Levy, president, Ipsos Reid East. “For a brand to succeed, it has to reach its audience, connect with them, and get them to buy into the brand’s promise. But for a brand to have real influence it needs to win on the crucial dimensions we identified — trustworthiness, engagement, leading edge, presence, and corporate citizenship. Google is this year’s leading example — not only in Canada but on the world stage.”

2013 Brand Engagement Survey: The Emotional Power of Brands

  • 94% of our survey respondents are likely or very likely to recommend their favorite brand to friends or family.
  • When we love someone or something, we want to shout it from the mountaintops. 51% say they would be willing to wear the brand’s logo—the tribe’s emblem—on a piece of clothing; another 29% already do.
  • 43% indicate a willingness to pay more for the brand’s product, even if the identical product were available for a lower price without the brand name. Another 29% indicate that they already pay that higher price.
  • 87% say they choose brands that match their values, but respondents were asked to identify their values specifically in order to verify alignment.
  • 89% of high-emotion respondents indicate that they are aware of their favorite brand’s values, versus 63% of low-emotion respondents.
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  • 71% of respondents report avoiding brands that run counter to their values.
  • Price is a higher contributor to loyalty for low-emotion respondents (38%) than for high-emotion respondents (25%). Customers who lack emotional connections with a brand are more likely to remain focused on practical attributes that are often easily satisfied (or even replaced) by any number of products or services.
  • Engagement requires commitment and consistency across a variety of marketing channels, so brands have to be present when, where, and how it matters to target customers. 42% of all survey respondents and 56% of the 18 to 34 year old group connect with their favorite brand through online channels, and within that group, brand websites and Facebook gather the most clicks across all age groups.

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