Indian consumers reward brands that share by showing a strong intent to try, purchase or recommend them, according to a study. The inaugural Edelman study titled brandshare conducted among 11,000 people in eight countries explored the link between brands’ ‘shares’ and business results. The study involved 2,125 Indian consumers in 17 States.
The report on inclusive brand marketing measured ‘sharing’ in six dimensions: dialogue, experience, goals, values, product and history. It found that 82 percent Indian consumers want brands to ‘share’, but only 25 percent said brands are currently doing it in an effective manner.
A statement on the findings said consumers do not distinguish between the promise of a product’s brand and the reputation of its corporate owner. The study also states that people become emotionally connected with the brand as a result of more ‘sharing’.
Jennifer Cohan, global chair, consumer marketing practice, Edelman, said, “Indian consumers reward brands that share by showing a strong intent to try, purchase or recommend them. That clearly highlights that sharing is strongly correlated to business outcomes. brandshare is an ethos and organising principle that begins with putting people at the center of brand strategy and prioritises activities based on people’s interests and needs.”
“India, and particularly its second and third tier cities, is a relatively young market for brand engagement. As such, enthusiasm remains very high for sharing and brands are appreciated for the sharing behaviors they are already doing. This study demonstrates that shared dialog and experiences lay a critical foundation, and evolved, transparent sharing around values, goals, participation and heritage are clearly correlated with brand growth,” added Cornelia Kunze, vice chairman, APACMEA region, Edelman.
Here are some take outs, from an Edelman statement on the report:
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