2021 brand participation index report From IRIS
The following is the 2021 brand participation index report From IRIS recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.
Iris surveyed 7000 consumers from 150 B2B and B2C brands in the United States, Europe and Asia, analyzed the data obtained, and used 25 different participation levers to prove the impact of each participation lever in promoting brand and business performance.
This new study shows that the brand fails to establish emotional contact with consumers, resulting in a sharp rise in brand indifference and distrust among consumers, which has a significant negative impact on the bottom line of the brand.
In order to build a marketing strategy in the broadcasting era, the brand needs to develop continuously. Iris, the innovation network, suggests that unless brands adopt a participatory approach, they will be at increasing risk of being “rejected”. Its participation brand index found that those brands that accepted “people-oriented” performed significantly better than their competitors during the new crown pandemic, and these brands also received business returns.
Main findings
Since 2018, the degree of indifference to brands has doubled: 8 / 10 brands have not entered the hearts of consumers, and 82% of consumers say they are not interested in brands.
4 / 5 brands failed to establish emotional contact with customers.
Three quarters of consumers (77%) no longer trust the brand; 57% of respondents were reluctant to share their data.
Observing the three-year investment of the top ten global brands in the participation index, the return rate is almost 2.5 times that of the bottom ten brands.
Seven considerations of brand
Performance advantages.
Excellent customer experience can stimulate emotional response.
Sustainability has become a key indicator of brand success.
People are willing to pay more for brands that lead culture.
Consistency is the biggest driving force of trust.
In terms of participation, B2B brand performs better than B2C brand.
Hot brand polarization.
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