全球最親密品牌排行榜出爐
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試圖研究個人與公司情感紐帶的營銷機構MBLM近日稱，一項由6000人參加的全球性在線研究將蘋果列為最親密品牌，超過了迪士尼和亞馬遜。此項研究由從事市場分析的Praxis Research Partners在去年實施，目的是弄清楚個人和企業及其產品之間可能存在什么樣的情感聯系。 MBLM執行合伙人馬里奧·納塔雷利在一份公告中表示：“品牌成長的起點和終點都是感情以及與客戶情感紐帶的數量、質量以及特點。” 據Praxis Research Partners介紹，這次研究的內容是請參與者指出各家公司在客戶關系方面的優勢。MBLM稱，這種親密度可以轉化為實實在在的業績。實際上，和研究中跟顧客不那么親密的品牌相比，名列前茅的親密品牌實現的收入和利潤會比前者多數十億美元。舉例來說，如果都躋身最親密品牌之列，《財富》500強去年的平均利潤就會增加29億美元。 MBLM指出，蘋果在多個方面都位居榜首，包括消費者使用其產品的頻率及其產品改善用戶生活的方式。消費者還表示，蘋果制造的“沒有就活不了”的產品比其他任何公司都多。在這次研究中，蘋果的整體親密度指數為77。 蘋果在《財富》雜志的全球最受贊賞公司榜單上同樣名列第一。 迪士尼的親密度指數為73.1，在這次研究中居于次席，這在很大程度上要歸功于讓消費者感到親密的“懷舊”因素。亞馬遜排名較高的指標是消費者眼中經常要光顧的網上交易場所。 MBLM注意到，去年視頻流媒體服務商Netflix的品牌親密度指數急速上升。2015年Netflix在這份榜單中排在第25位，去年則跳升至第5名，以61.2的親密度指數排在哈雷戴維森公司之后。MBLM指出，55%的受訪者表示每天都會在Netflix上觀看視頻，2017年其排名可能更高。 納塔雷利說：“我們認為Netflix仍有未發掘的潛力。” 這次研究的另一條趣聞是MBLM發現，16%的消費者表示蘋果的產品可以漲價20%，而且他們仍會對蘋果品牌“忠心耿耿”，這個數字幾乎是其他科技產品的兩倍——普遍接受后者漲價20%的消費者占9%。 以下是全球最親密品牌榜單前10名： 1. 蘋果 2. 亞馬遜 3. 寶馬 4. Jeep 5. 迪士尼 6. YouTube 7. 塔吉特 8. Netflix 9. 全食超市 10. 谷歌 （財富中文網）
譯者：Charlie 審校：夏林 |
In an online study of 6,000 people worldwide, Apple was named the most intimate brand, topping Disney and Amazon, MBLM, an agency that attempts to build emotional connections between people and companies, reported on Thursday. The study, which was conducted last year by Praxis Research Partners, aims at understanding what kind of emotional bond a person might have with a company and its products. “Brand growth starts and ends with emotion and the quantity, quality and character of the bonds formed with customers,” Mario Natarelli, MBLM’s managing partner, said in a statement. According to Praxis Research Partners, the study asked participants to identify the strength of consumer relationships with different companies. That intimacy translates to real financial performance, MBLM said. In fact, the top intimate brands in the study were found to have generated billions more in revenue and profits compared to those with less intimate connections to customers. The average Fortune 500 company, for example, would have generated an additional $2.9 billion in profit last year had it been among the most intimate brands. According to MBLM, Apple secured the top spot by ranking high in several metrics, including how frequently consumers used its products and the ways in which its products enhanced user lives. Consumers also said that Apple, more than any other company, makes products they “can’t live without.” Apple scored an overall intimacy quotient of 77 in the study. Apple also sits top Fortune’s list of the World’s Most Admired Companies. Disney , which had an intimacy quotient of 73.1, landed in second place in the study, due in no small part on its “nostalgia” factor, which endeared it to consumers. Amazon ranked high among consumers who saw the e-retail giant’s marketplace as a destination they often visit to get deals. MBLM noted that Netflix has soared in brand intimacy in the last year. In 2015, the company ranked 25th in the brand intimacy report. Last year, the video streaming company found its way into the fifth spot behind Harley-Davidson with a quotient of 61.2. Netflix, which has become a daily destination for 55% of respondents, could soar to even greater heights in 2017, MBLM said. “We believe [Netflix] still has untapped potential,” Natarelli said. One other tidbit from the study: MBLM discovered that 16% of consumers would pay 20% more for Apple products and still remain loyal to the brand. That figure nearly doubles the 9% of people who would generally accept 20% higher pricing on other technology products. |
