The Authentic 100. Is your company an Authentic Brand?

Transcription

1 The Authentic 100 Is your company an Authentic Brand?

2 #Authentic100Spain

3 PRESENTERS Brooke Hovey Cohn & Wolfe Chief Client Officer Almudena Alonso Cohn & Wolfe Managing #Authentic100Spain

4 AUTHENTIC BRANDS METHODOLOGY 15 markets 1,400+ brands 15,000 consumers For the fifth year in a row 5 YEARS OF DATA

5 WHY DOES AUTHENTICITY MATTER? WHAT S THE KEY TO AUTHENTICITY? WHAT ARE THE MOST AUTHENTIC BRANDS GLOBALLY? WHAT ARE THE MOST AUTHENTIC BRANDS IN SPAIN? FOUR QUESTIONS

6 WHY DOES AUTHENTICITY MATTER?

7 91% of global consumers will reward brands for their authenticity AUTHENTICITY MATTERS: IT TRANSLATES TO THE BOTTOM LINE 91% And, 62% of global consumers say that if a brand or company is perceived as authentic they would be more interested in purchasing from that brand or company

8 AUTHENTICITY IS AN IMPORTANT DRIVER OF BRAND BUSINESS IN SPAIN 94% of people in Spain report that if a brand or company is authentic it would impact on their behavior or attitudes towards the brand in a way that benefits that brand s business % Spain Remain loyal 48% Value that brand or company 42% Respect that brand or company 33% Want to work for that company or brand 15% Invest in that brand or company 7% NET: Checked any of the options 94% Note: We altered this question in 2017 to include the intent to purchase response, so YOY comparisons are not possible

9 AND IT HAS A DIRECT IMPACT ON THEIR SALES OPPORTUNITIES Report increased purchase interest from that brand or company perceived as authentic Brazil China 56% of consumers in Spain say that their purchase interest in a brand they perceive as authentic have increased Indonesia India Canada USA Global Italy Sweden Singapore Spain Germany UAE Hong_Kong France UK 56% 0% 10% 20% 30% 40% 50% 60% 70% 80% Note: We altered this question in 2017 to include the intent to purchase response, so YOY comparisons are not possible

10 BUT TODAY, THERE S AN AUTHENTICITY DEFICIT Only 22% of global consumers think brands are open and honest 22%

11 THE DEFICIT EXISTS GLOBALLY Brands/companies today are "open & honest China 43% India Indonesia 37% 36% MOST POSITIVE UAE 25% Global Brazil USA Singapore Hong Kong 15% 15% 16% 19% 22% And cynicism is especially high in Western Europe UK Canada 11% 12% Spain Italy Germany 8% 9% 9% France Sweden 5% 7% MOST NEGATIVE

12 ONLY 9% CONSUMERS IN SPAIN AGREE THAT BRANDS ARE OPEN AND HONEST Stay true to their purpose Make the world a better place 12% 24% 26% 26% Can be trusted 14% 25% Do what they say they are going to do 11% 25% Take full responsability for their actions 18% 25% Uphold high values 11% 24% Are open and honest 9% 22% 0% 5% 10% 15% 20% 25% 30% Spain Global

13 AND THERE S BEEN LITTLE CHANGES SINCE 2016 Stay true to their purpose 22% 24% Make the world a better place 12% 12% Can be trusted 11% 14% Do what they say they are going to do 11% 10% Take full responsability for their actions 16% 18% Uphold high values 8% 11% Are open and honest 7% 9% 0% 5% 10% 15% 20% 25% 30%

14 WHAT S THE KEY TO AUTHENTICITY?

15 THE 3 R S OF AUTHENTICITY 7 Primary Attributes, Grouped into 3 Clusters Reliable Delivers on promises High quality Respectful Treats customers well Protects customer privacy/data Real Communicates honestly Is genuine and real, not artificial Acts with integrity

16 TO BE PERCEIVED AS AUTHENTIC, BRANDS CAN GAIN THE MOST BY FOCUSING ON WHAT CONSUMERS DIRECTLY EXPERIENCE AND BY DEMONSTRATING THEIR RESPECT 2017 global average importance of the 3 R s Respectful Reliable 68% 71% Treats customers well Protects customer privacy/data Delivers on promises High quality The consumer s experience Real 64% Communicates honestly Is genuine and real, not artificial Acts with integrity Purposeful 57% Stays true to its values and purpose Is clear about its values and beliefs Responsibility 54% Socially responsible Environmentally responsible 0% 10% 20% 30% 40% 50% 60% 70% 80% Responsible with respect to public s health About the company

17 IN 2017 THE RESPECTFUL CLUSTER SHOWS THE LARGEST INCREASE Reliable Respectful Real Responsibility MORE RESPECTFUL, RELIABLE & PROPOSEFUL Purposeful 40% 45% 50% 55% 60% 65% 70% 75% WHILE RESPONSABILITY & REAL DROPPED

18 THERE IS VERY LITTLE DIFFERENCE ACROSS COUNTRIES IN THE RELATIVE IMPORTANCE OF THE 3 R S OF AUTHENTICITY Index relative to global importance Global Brazil Canada China France Germany Hong Kong India Indonesia Italy Singapore Spain Sweden UAE UK USA Reliable Respectful Real

19 WHAT ARE THE MOST AUTHENTIC BRANDS GLOBALLY?

20 Authenticity Index ( ) Consumers overall rating of a brand on authenticity Their initial reaction Consumers ratings of brands on the 7 authenticity attributes Their individual ratings

21 THE TOP 10 MOST AUTHENTIC BRANDS GLOBALLY

22 WHAT ARE THE MOST AUTHENTIC BRANDS IN SPAIN?

23 THE TOP FIVE OF AUTHENTICITY IN SPAIN 5 RESPECTFUL RELIABLE REAL TOTAL

24 THE TOP FIVE OF AUTHENTICITY IN SPAIN 4 RESPECTFUL RELIABLE REAL TOTAL

25 THE TOP FIVE OF AUTHENTICITY IN SPAIN 3 RESPECTFUL RELIABLE REAL TOTAL

26 THE TOP FIVE OF AUTHENTICITY IN SPAIN 2 RESPECTFUL RELIABLE REAL TOTAL

27 THE TOP FIVE OF AUTHENTICITY IN SPAIN 1 RESPECTFUL RELIABLE REAL TOTAL

28 THE THREE R S OF THE TOP FIVE RESPECTFUL RELIABLE REAL TOTAL

29 SPAIN S AUTHENTIC 100 FOR 2017: TOP Ikea 25 20th Century Fox 44 Mapfre 63 Colgate 82 Nissan 7 Cola Cao 26 El Pozo 45 Frigo 64 SEAT 83 YouTube 8 Bosch 27 Bezoya 46 El Caserio 65 Estrella Damm 84 Ritz-Carlton 9 Google 28 Harley Davidson 47 Estrella Galicia 66 Panasonc 85 NH Hotels 10 El Corte Inglés 29 Levi Strauss & Co 48 LG 67 Mahou 86 Zara 11 Audi 30 Solán de Cabras 49 Coca-Cola 68 Lego 87 Melia Hotels 12 BMW 31 Michelin 50 ING 69 Braun 88 Vodafone 13 Danone 32 Calvo 51 Porsche 70 Honda 89 Trivago 14 Lindt 33 Font Vella 52 Bayer AG 71 Casa Tarradellas 90 Giorgio Armani 15 Mercadona 34 Nike 53 Nespresso 72 Puleva 91 Repsol 16 Nescafé 35 La Lechera 54 Heineken 73 Cartier 92 Netflix 17 Dinsey 36 Sony 55 Toyota 74 Alhambra 93 Siemens 18 Amazon.com 37 Pascual 56 Correos 75 Canon 94 Gillette 19 Bimbo 38 Carbonell 57 Hewlett-Packard 76 Tiffany & Co. 95 Johnson & Johnson 20 Mercedes Benz 39 La Casera 58 MasterCard 77 Ford 96 Peugeot 21 Rolex 40 Hero 59 Philips 78 Dodot 97 Flex 22 Roca 41 Rolls Royce 60 Iberia 79 Ferrero 98 Yamaha 23 Microsoft 42 Pixar 61 Adidas 80 Carrefour 99 Lacoste 24 Samsung 43 Campofrío 62 Visa 81 Louis Vuitton 100 Chupa Chups

30 KEY CHANGES FOR SPAIN: 2016 TO Danone 7 Central Lechera Asturiana 8 Paypal.com 9 Font Vella 10 Audi 11 Samsung 12 Nestlé 13 Cola Cao 14 Google 15 Amazon.com 16 Disney 17 Carbonell 18 Volkswagen 19 Nescafé 20 Rolls Royce 2017 Gain/Loss 6 Ikea 32 7 Cola Cao 6 8 Bosch 22 9 Google 5 10 El Corte Inglés Audi BMW Danone Lindt Mercadona Nescafé 3 17 Disney Amazon.com Bimbo 8 20 Mercedes Benz 5 Biggest Changes in Rank 44 Mapfre Vodafone Peugeot Panasonic Pixar Iberia 74 Biggest Changes in Rank 24 Samsung Font Vella Carbonell La Casera Rolls Royce Volkswagen -139

31 NOTE: Each data point above is an index relative the average for global brands. 100 indicates brand is average and numbers above 100 indicate the extent to which a brand is above average, i.e., 120=brand is 20% higher than average and 80=brand is 20% lower than average THE 2017 TOP 6-20 BRAND S PERFORMANCE ON THE 3 R S 2017 Respectful Reliable Real 6 Ikea Cola Cao Bosch Google El Corte Inglés Audi BMW Danone Lindt Mercadona Nescafé Disney Amazon.com Bimbo Mercedes Benz

32 BUT AUTHENTICITY IS NOT A CHALLENGE JUST FOR BRANDS IT IS ALSO FOR INDUSTRIES Consumer Goods Food & Beverage Automotive Technology Luxury Media & Entertainment Sports Apparel Fashion/Apparel Health Retail Financial Alcoholic Beverages Personal Care Travel Telecommunications Energy QSR Courier 0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,

33 AND THERE ARE VERY FEW INDUSTRIES PERCEIVED AS REAL Respectful Reliable Real Consumer Goods is the strongest industry in two attributes: Reliable and Real Financial is the strongest in Respectful, but it falls in the rest of the attributes Consumer Goods Food & Beverage Automotive Technology Luxury Media & Entertainment Sports Apparel Fashion/Apparel Health Retail Financial Alcoholic Beverages Personal Care Travel Telecommunications Energy QSR Courier

34 AUTHENTICITY PROFILE FOR INDUSTRY SECTORS Treats customers well Treats customers well Delivers on High quality promises Communicates honestly Is genuine and real, not artificial Respectful Reliable Real Protects customer privacy and data Delivers on Promises High Quality Communicates honestly Acts with integrity at all times Acts with integrity at all times Is genuine and real, not artificial Year Consumer Goods Food & Beverage Automotive Technology Luxury Media & Entertainment X 93 X 73 X 115 X 100 X 114 X 110 X 107 Sports Apparel Fashion/Apparel Health Retail Financial Alcoholic Beverages Personal Care Travel Telecommunications Energy QSR Courier

35 Each industry has also its own top 5, which allows us to compare the authenticity of a brand with similar companies This is important because the authenticity depends a lot on the customer experience, and it varies according to each industry Alcoholic Beverages Automotive Consumer Goods Estrella Galicia Heineken Cruzcampo Estrellla Damm Mahou Financial Paypal Mapfre ING MasterCard Visa Audi BMW Mercedes Benz Harley Davidson Michelin Food & Beverage Central Lechera Asturiana Nestlé Cola Cao Danone Lindt Balay Bosch Roca Braun Flex Health Bayer AG Roche Novartis Personal Care Retail Technology Colgate Ikea Apple Dodot El Corte Inglés Google Gillette Mercadona Amazon Johnson & Johnson Carrefour Microsoft Hugo Boss Día Samsung Courier Fed Ex UPS DHL Luxury Rolex Cartier Tiffany & Co. Louis Vuitton Gucci Travel Iberia Ritz-Carlton NH Hotels Trivago Renfe

36 IN SUMMARY, WHAT CAN SPANISH BRANDS LEARN?

37 KEY TAKEAWAYS With only 9% of people in Spain seeing brands as open and honest, there s a long way to go. However, the amount of people that perceive brands as authentic has increased 2% in the last year, which means that companies are in the good way. The potential benefits are great, with 94% of Spaniards saying they would reward Authentic Brands. As in 2016, brands in Spain struggle most on the attribute of REAL. Brands should strive to: o Communicate honestly o Be genuine o Act with integrity

38 DIGITAL CHALLENGES New context to interact with consumers Impact in the authenticity of your brand IMMEDIACY TRANSPARENCY PROXIMITY PERSONALIZATION RELIABILITY PRIVACY

39 WANT TO LEARN MORE? WANT TO SEE HOW YOUR BRAND STACKS UP? CONTACT US! 39