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What you told us about

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by ConsultaPanel Team, 01 Mar 2012


Brands

Nearly 1500 people participated in the Brand Power Index survey recently and here are some of the learnings: 
 
How does one define a brand? 
One has to consider amongst other things its trustworthiness, accessibility, communicated identity, innovation, empathy and responsiveness. 

You may or not be familiar with the idea that brands and big companies have personalities like people. People either trust these brand personalities or not – they also expect certain behaviour from them based on their personalities. 
 
We thought that it would make sense to give you feedback about the brands you evaluated in the survey by personifying them as friends*. 

  • Brand A is definitely accessible – so you will be sure to run into him at social events. His identity and trustworthiness is fairly well established, but he’s not very innovative, empathic or responsive. So while he is a good guy he might not be the one you choose to work through your problems with. 
  • Brand B is accessible and is trustworthy so you know she’s solid and she’ll be around when you need her. She has a recognizable identity but her lack of empathy, responsiveness and innovation will be a barrier for you to get really close. 
  • Brand C is a good all-rounder and delivers acceptable levels of trust, identity, innovation and empathic, but unfortunately it is not considered to be accessible. So you might wonder why have a friend that’s never around? 
  • Brand D is trustworthy and responsive and also accessible. So if you are in a pickle she’s going to be the one you’ll turn to for help. She has a well established identity but can improve on innovation and empathy – which will make you wonder about the future of your relationship. 
  • And then there is Brand E - a superhuman, err...I mean superbrand. This one is empathic and innovative – something that the rest lack and therefore makes Brand E so attractive. Brand E furthermore has the winning combination of accessibility, trustworthiness and responsiveness, so you know you can count on him. And in terms of identity – he knows who he is and communicates this well. 
 
*Our confidentiality agreements precludes us from specifying the brands 



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