The Authentic 100 Is your company an Authentic Brand?
#Authentic100Spain
PRESENTERS Brooke Hovey Cohn & Wolfe Chief Client Officer Almudena Alonso Cohn & Wolfe Managing Director, Spain @brookehovey @AlmuAlonsoCW #Authentic100Spain
AUTHENTIC BRANDS METHODOLOGY 15 markets 1,400+ brands 15,000 consumers For the fifth year in a row 5 YEARS OF DATA
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
WHY DOES AUTHENTICITY MATTER?
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
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
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
BUT TODAY, THERE S AN AUTHENTICITY DEFICIT Only 22% of global consumers think brands are open and honest 22%
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
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
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% 2017 2016
WHAT S THE KEY TO AUTHENTICITY?
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
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
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% 2016 2017 WHILE RESPONSABILITY & REAL DROPPED
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 101 101 101 101 103 102 96 101 100 106 98 104 103 101 99 102 Respectful 106 102 104 100 98 107 106 101 102 100 100 106 108 105 102 103 Real 95 98 96 99 100 94 99 99 98 95 101 93 92 96 99 97
WHAT ARE THE MOST AUTHENTIC BRANDS GLOBALLY?
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
THE TOP 10 MOST AUTHENTIC BRANDS GLOBALLY 1 2 3 4 5 6 7 8 9 10 www.authentic100.com
WHAT ARE THE MOST AUTHENTIC BRANDS IN SPAIN?
THE TOP FIVE OF AUTHENTICITY IN SPAIN 5 RESPECTFUL RELIABLE REAL TOTAL 169 193 182 544
THE TOP FIVE OF AUTHENTICITY IN SPAIN 4 RESPECTFUL RELIABLE REAL TOTAL 172 182 197 551
THE TOP FIVE OF AUTHENTICITY IN SPAIN 3 RESPECTFUL RELIABLE REAL TOTAL 140 188 224 552
THE TOP FIVE OF AUTHENTICITY IN SPAIN 2 RESPECTFUL RELIABLE REAL TOTAL 229 155 199 583
THE TOP FIVE OF AUTHENTICITY IN SPAIN 1 RESPECTFUL RELIABLE REAL TOTAL 212 225 199 636
THE THREE R S OF THE TOP FIVE RESPECTFUL RELIABLE REAL TOTAL 212 225 199 636 229 155 199 583 140 188 224 552 172 182 197 551 169 193 182 544
SPAIN S AUTHENTIC 100 FOR 2017: TOP 6-100 6 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
KEY CHANGES FOR SPAIN: 2016 TO 2017 2016 6 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 -7 11 Audi -1 12 BMW -11 13 Danone -7 14 Lindt 60 15 Mercadona 20 16 Nescafé 3 17 Disney -1 18 Amazon.com -3 19 Bimbo 8 20 Mercedes Benz 5 Biggest Changes in Rank 44 Mapfre 123 88 Vodafone 114 96 Peugeot 88 66 Panasonic 79 42 Pixar 73 60 Iberia 74 Biggest Changes in Rank 24 Samsung -13 33 Font Vella -24 38 Carbonell -21 39 La Casera -37 41 Rolls Royce -21 157 Volkswagen -139
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 207 129 203 7 Cola Cao 144 151 196 8 Bosch 141 209 169 9 Google 147 160 172 10 El Corte Inglés 224 161 150 11 Audi 143 199 148 12 BMW 172 192 144 13 Danone 236 158 173 14 Lindt 102 194 154 15 Mercadona 162 144 170 16 Nescafé 141 165 157 17 Disney 138 155 160 18 Amazon.com 202 137 147 19 Bimbo 151 132 158 20 Mercedes Benz 147 182 127
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 80,00 2017 2016
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 2016 2017 2016 2017 2016 2017 Consumer Goods 97 129 123 160 115 135 Food & Beverage 103 106 125 130 126 135 Automotive 103 115 120 132 100 110 Technology 99 111 101 112 97 106 Luxury 104 111 139 143 93 94 Media & Entertainment - 84-107 - 110 Sports Apparel 86 85 114 122 93 98 Fashion/Apparel 97 104 108 118 93 96 Health 71 119 72 101 69 100 Retail 134 121 86 84 109 103 Financial 122 143 69 81 83 99 Alcoholic Beverages 83 79 100 101 94 104 Personal Care 97 85 101 111 102 93 Travel 123 120 87 95 84 88 Telecommunications 82 102 65 88 67 91 Energy 87 93 69 79 64 81 QSR 73 93 58 73 63 81 Courier 113 105 86 62 92 77
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 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 Consumer Goods 96 134 98 121 120 158 125 162 123 152 111 113 112 139 Food & Beverage 114 118 87 91 131 141 120 122 118 134 118 128 140 143 Automotive 107 121 97 108 109 116 129 145 98 105 97 100 105 123 Technology 94 108 105 115 99 114 102 110 106 110 94 106 92 102 Luxury 119 118 85 102 106 113 166 169 73 75 86 93 117 111 Media & Entertainment X 93 X 73 X 115 X 100 X 114 X 110 X 107 Sports Apparel 91 89 80 80 102 115 124 128 89 90 88 90 101 111 Fashion/Apparel 101 113 92 91 95 99 120 134 87 83 93 99 99 104 Health 58 107 87 135 61 98 81 103 68 92 74 112 66 98 Retail 140 135 126 103 108 102 67 68 124 128 114 98 92 87 Financial 96 110 158 185 74 86 65 76 95 104 94 112 65 83 Alcoholic Beverages 84 85 81 71 107 105 95 98 85 97 89 92 107 120 Personal Care 104 92 87 76 98 109 103 112 106 93 108 92 93 96 Travel 121 121 124 118 83 87 91 102 85 92 87 95 80 80 Telecommunications 66 89 104 119 64 94 65 84 76 98 71 87 57 89 Energy 74 81 104 108 78 85 60 73 64 80 60 70 67 90 QSR 89 107 53 76 74 97 44 53 56 80 62 84 69 80 Courier 107 87 120 127 94 69 80 56 94 73 109 103 75 59
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
IN SUMMARY, WHAT CAN SPANISH BRANDS LEARN?
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
DIGITAL CHALLENGES New context to interact with consumers Impact in the authenticity of your brand IMMEDIACY TRANSPARENCY PROXIMITY PERSONALIZATION RELIABILITY PRIVACY
WANT TO LEARN MORE? WANT TO SEE HOW YOUR BRAND STACKS UP? CONTACT US! CWPromoSpain@cohnwolfe.com 39