Coolest & Gaps Branding Survey

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With the participation of more than 1000 people from 39 countries, during the months of October and November 2008, Allegro 234 conducted the "Coolest & Gaps Branding Survey"

Text of Coolest & Gaps Branding Survey

  • 1. Coolest & Gaps Strategic Marketing & Branding The Brand Experience Global Annual Survey 2008 08.01.2009
  • 2. Agenda Introduction Introduccin The Coolest brands Las marcas ms cool The gaps Las diferencias Conclusions Conclusiones Press release Nota de prensa 090112_Allegro 234_Coolest and Gaps 1
  • 3. Introduction Introduccin Brand experience The experience that transmits a brand serves to reduce uncertainty and ensure attraction by association. Therefore, the experience goes beyond the brand itself Mainly includes the brand and its communication, but that experience is relevant if it honestly becomes to live, and this is demonstrated through the products, services, utility and the value equation that people make regarding the relationship what they pay for what they get (as expected and perceived quality) Why this survey This survey considers these factors, and weighted and valued each of them for the brand that creates the best brand experience for each participant and in relation to the experience offered by the company in which he/she works Who conducted the survey The survey and subsequent analysis were made by Allegro 234, company focused on strategic marketing, branding and innovation, with head quarters in Madrid, Spain Methodology Online bilingual English/Spanish survey, with closed and open questions, including data gathering about each participant The results presented are those that are relevant in average and whose variance is within acceptable limits Acknowledgments Given the nature of this online survey, we would like to thank all those who give the platform and/or announce the survey, helping to its realization Among them: AllTop, BlogCatalog, Brand 3.0 Brand Innovator, CMO Network, Digg, FaceBook, Inususal Jack Yann, Libellus, LinkedIn, Online Marketing Latam, The FreshPeel, and Twitter Webjam And of course, thanks to all those who have participated and to the Allegro 234 team. Without them, today we might not be presenting these results Experiencia de marca La experiencia que transmite una marca sirve para reducir incertidumbre y lograr atraccin por asociacin. Por tanto, la experiencia va ms all de la marca en s misma Fundamentalmente incluye a la marca y su comunicacin, sin embargo para que la experiencia sea relevante debe llevarse a la realidad con honestidad, y esto se demuestra a travs de los productos, los servicios, la utilidad de la oferta y la ecuacin de valor que las personas hacen respecto a su relacin entre lo que paga y lo que recibe (calidad esperada y percibida) Por qu esta encuesta Esta encuesta toma estos factores y de forma abierta pregunta sobre el peso y valor que se le asigna a cada uno de estos factores, para la marca que genera la mejor experiencia de marca particular y en relacin a la experiencia que ofrece la empresa en la que estamos Quin realiz la encuesta La encuesta y su posterior anlisis fueron hechos por Allegro 234, empresa dedicada al marketing estratgico, el branding y la innovacin, con cede central en Madrid, Espaa Metodologa La metodologa empleada fue la de encuesta online bilinge ingls/espaol, con preguntas abiertas y cerradas, incluyendo datos sobre cada participante Los resultados presentados son aquellos que resultan en media los ms relevantes y cuya varianza est dentro de los lmites aceptables como para considerar la respuesta vlida Agradecimientos Dado el carcter online del estudio, queremos agradecer a todos aquellos que dando la plataforma y/o anunciando la encuesta ayudaron a su realizacin Entre ellos: AllTop, BlogCatalog, Brand 3.0, Brand Innovator, CMO Network, Digg, FaceBook, Inususal, Jack Yann, Libellus, LinkedIn, Online Marketing Latam, The FreshPeel, Twitter and Webjam Y por supuesto, agradecer a todos quienes han participado y al equipo de Allegro 234, sin quienes hoy no podramos estar presentando estos resultados 090112_Allegro 234_Coolest and Gaps 2
  • 4. Introduction. Cont Introduccin. Cont The Coolest & Gaps Branding Survey It was developed between 10/23/08 and 11/23/08 The main intentions were to know and build the ranking of the coolest brand experiences and to understand the gaps between those and the ones generated by the companies that we are working in The participants (1,309) who seriously devoted their time to answer the survey There were 1,314 participants from 39 different countries from the Americas, Asia and Europe Five surveys were deleted because of notorious inconsistencies (a politically correct rationale) Limitations The analysis was done considering people who is working in areas related with branding and people who work in other areas of the companies (e.g.: financial, administration) The results by sector did not show differences that justify their independent analysis North America 20% Without relation 30% Europe 55% South America 20% Relation with branding 70% Asia 5% The Coolest & Gaps Branding Survey La encuesta fue realizada entre el 23.10.08 y el 23.11.08 Los objetivos perseguidos fueron conocer y construir un ranking con las experiencias de marca ms cool y entender las diferencias que existen entre stas y las que se generan en las empresas en las que trabajamos Los participantes (1.309) que con seriedad dedicaron su tiempo a contestar nuestra encuesta Hubo 1.314 participantes de 39 pases (Amrica, Asia y Europa) Cinco encuestas fueron anuladas por notorias inconsistencias (un racional polticamente correcto) Limitaciones El anlisis se hizo considerando personas que trabajan en reas relacionadas con el branding y personas de otras reas Los resultados por sector no mostraron diferencias que justifiquen su anlisis de forma independiente 090112_Allegro 234_Coolest and Gaps 3
  • 5. The Coolest Brands Las marcas ms cool Apple and some of its products become as Apple y algunos de sus productos se the leader with almost double the votes convierten en el lder con casi el doble de from Coca-Cola, the second coolest brand votos que la marca que le sigue, Coca- Cola Apple 58% Apple 58% iPhone 21% iPhone 21% iPod 18% iPod 18% Other Apple products 3% Otros productos de Apple 3% Worldwide Coolest Brand Experiences Top five Brand Experiences By Continent 1. Apple Top Europe 1. Apple 2. Virgin 2. Coca-Cola 3. Coca-Cola Five 3. Disney 4. Ferrari 5. Alfa Romeo 4. Ferrari 5. Virgin 1. Disney North America 2. Apple Second tier Adidas 3. Coca-Cola Alfa Romeo 4. Virgin Illy 5. Starbucks Mot Chandon Nike 1. Apple South America 2. Coca-Cola Third tier 3. Adidas Agent Provocateur 4. Disney BMW 5. British Airways Jaguar Nestl Norwegian Cruise