Edelman-品牌的立场报告（英文）

《Edelman-品牌的立场报告（英文）》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、2018EdelmanEarnedBrandBRANDSTAKEASTAND#EarnedBrandOctober2018EdelmanEarnedBrand2015InnovationandtheEarnedBrand2016TheConsumer-BrandRelationship2017TheRiseoftheBelief-DrivenBuyer2018BrandsTakeaStand22018EdelmanEarnedBrandAstudyofhowbrandscan8Marketsearn,strengt

2、henandBrazil,China,France,Germany,India,Japan,theU.K.andtheU.S.Alldataisnationallyrepresentativebasedonage,regionandgenderprotectconsumer-brandrelationshipsOnlineSurveyMobileSurvey•Belief-drivenbuyingandgeneral•Signal-contingentmeasurementofattitudestowardbran

3、dsreactionstospecificbrandcommunications•Relationshipswith48brands•Respondentswereaskedtodescribe•Reactionstotwocommunicationstheirexperiencewiththenextbrandfromeachof16brandsMarginoferrorcommunicationtheynoticednaturally8-marketaverageonlinesurveydata+/-1.1%(

4、N=8,000)Market-specificonlinesurveydata+/-3.1%(N=1,000)8,000respondents(1,000permarket)32,000respondents(4,000permarket)8-marketaveragemobilesurveydata+/-0.6%(N=32,000)Fieldwork:July10–July20,2018Fieldwork:June29–July24,2018Market-specificmobilesurveydata+/-1.

5、6%(N=4,000)32018TrustBarometerBusinessExpectedtoLeadInformationplatformsBusinessmoretrustedBusinessexpectedtonottrustedthangovernmenttakeinitiativeonchangePercenttrustinsocialmediaGapintrust,businessvs.government−0+Change,2017to2018Business64%%Trust5748434

6、3427444745262633915Gap107541saythatCEOsshouldtake3027282425theleadonchangerather-10thanwaitingforgovernmenttoimposeitGovernment---+1--+4-%Trust1833333637704384..KUInFdia2r14136ance1.KUInUUJ.SBCdB.SJCap.rahiniara.FraphinGazilzilaaGenancnearm

7、ermaaSource:2018EdelmanynTrustBarometer.COM_MCL.Whenlookingforgeneralnewsandinformation,howmuchwouldyoutrusteachnytypeofsourceforgeneralnewsandinformation?Pleaseuseanine-pointscalewhereonemeansthatyou“donottrustitatall”andninemeansthatyou“trustitagreatdeal.”9-

8、pointscale;top4box,trust,questionaskedofhalfofthesample.TRU_INS.Belowisalistofinstitutions.Foreachone,pleaseindicatehowmuchyoutrustthatinstitutiontodowhatisrightusinganine-pointsca