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[David Ogilvy]
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2013. július 24.

EN - Nincs internetes márka a legkedveltebbek között Németországban, 2013. július

Meaningful Brands is the first global analytical framework to connect human well-being with brands at a business level. It measures the benefits brands bring to our lives. It’s unique in both scale – 700 brands, over 134,000 consumers, 23 countries - and scope. It measures the impact of the brand’s benefits alongside its impact on 12 different areas of well-being (such as health, happiness, financial, relationships and community among others) for a full view of its effect on our quality of life.

Global findings
  • The Meaningful Brands Index outperforms the stock markets by 120% - an out performance on par with the top hedge funds.
  • The majority of people worldwide wouldn't care if 73% of brands disappeared tomorrow.
  • Only 20% of brands worldwide are seen to meaningfully positively impact people's lives.
Market findings Germany
  • In Europe, this disconnection is higher: people would not care if 93% of brands disappeared and only 5% of brands contribute notably to improve people’s quality of life.
  • Unmet expectations and a general sense of disillusion can explain this:
    • In Germany, 71% of people agree that large companies should be actively involved in solving social / environmental problems
    • 62% think that companies and brands should play a role in improving our quality of life and well-being.
    • Only 22% think that brands work hard at improving our quality of life and well-being.
    • Just 23% of Germans generally trust brands – an absolute low compared to the 41% European average or the 45% Global average.
  • Brands need to radically reinvent themselves to reconnect with people, play an important part in people’s lives and avoid getting commoditized.
  • Meaningfulness varies across categories: In Germany, Retailers, Consumer Goods producers and car manufacturers are the best valued; whereas Finance & Insurance, ITC and Oil & Energy brands are usually at the bottom of the list.
Sector and brand findings Germany
  • Germany’s Top 3 Meaningful Brands are DM, Nivea and Lego.
  • A brand that is greatly improving its MB index is Lego.
  • Other growing brands are RWE and Telekom.
  • Brands relating to consumers – especially retailers, local car makers, toy producers and cosmetics companies are seen as being more meaningful than other sectors. 
  • At a time when overall life satisfaction in Germany is substantially higher than in much of the developed world, brands need to make a difference to stand out – enriching consumers’ well-being and advancing collective outcomes.
Top 10 brands Germany
  1. DM Drogeriemarkt
  2. Nivea
  3. Lego
  4. Volkswagen
  5. Ikea
  6. Bahlsen
  7. Dove
  8. Lindt
  9. Obi
  10. Playmobil
Top 5 sectors Germany
  1. Retail
  2. Consumer goods
  3. Food & Beverages
  4. Auto
  5. Finance & Insurance
Forrás: Havas Media