Study links effective brand ‘sharing’ and business value

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:

• “Most powerful predictor of an Indian consumer’s actions is shared history. While a majority of people don’t actively ask for more of it from brands, shared history correlated most strongly to people’s intent to recommend brands. Knowing the people, personalities, successes and failures behind a brand is important.
• “Of the six dimensions for effectively sharing a brand, shared product  is ranked as most important by consumers in India, with three quarters of respondents (75 percent) stating that openness about the quality of a brand was important to them, compared to just over half (54 percent) globally. 67 percent stated that it is important for brands to value their input and participation in the creation and development of a product, and for brands to personalise to their tastes (65 percent).
• “People are looking for a more thoughtful dialogue with brands, where their opinions are solicited and responses are acted upon. Four in 10 respondents globally said they want a more meaningful connection with brands, which is twice as many as desire simple branded content. Across age groups, 45 to 64 year olds are the most unsatisfied with brands’ current levels of listening and thoughtful response with 44 percent wanting brands to do more.
• “Brand experiences also remain important to consumers, and are in higher demand among respondents in emerging markets who are relatively new to these types of interactions.”