凯络2024品牌情商报告 Brand EQ3 2024 EDITION

BrandEQ3

2024EDITION

CARAT

Designingforpeople

Contents

WelcometoBrandEQ32024

•Anintroductiontoemotionalintelligence

•Whyemotionalintelligenceisimportanttomodernbrandbuilding

•Brandsreallycanbeemotionallyintelligent

•KeyBrandEQfindingssummarized

•SolvingthecostofmarketingcrisiswithBrandEQ

BrandEQ-thefoundations

•HowwedefineBrandEQ

•ExpandedscopeforBrandEQ32024

•BrandEQ32024rankings

•Methodologies-furtherinnovationforBrandEQ32024

•BrandEQ32024isthefourthreportinthisseries

•MakingBrandEQactionableinmediaplanning

Headlinefindingsandcaseexamples

•Finding1:BrandEQpaysback:themostemotionallyintelligentbrandscontinuetogrowfaster

•Finding2:BrandsincreaseEQlevelswhentheycreatevalueforpeople

•Finding3:Technologycontinuestohaveahumanface

•Finding4:TherearedifferentroutestoahighBrandEQscore

•Finding5:BrandsarebetteratsomeaspectsofBrandEQthanothers

•Finding6:ThereisadistinctivegeographyofemotionandBrandEQ

•Finding7:Wehaveseenfurtherpolarizationbetweengenerationalcohorts

•Finding8:Morecomplexjourneysofferemotionalriskandreward

KeyprinciplesforincreasingBrandEQandcaseexamples

•AnintroductiontothekeystrategicprinciplesforincreasingBrandEQ

•Breakingdowntheprinciplesandexamplestoinspireyourjourneytomoreemotionallyintelligentbrandbuilding

•BeHighTouch

•BeAgile

•BeFanFirst

•BeTailored

•BeJourneyFocussed

•BeRewarding

CPGaudienceandchannelanalysis

•CPG:avoidingvolatilityormissinganopportunity?

•Hascategoryinflationimpactedscoringofbrands’emotionalintelligence?

•GenerationalcohortsshowdistinctivescoringpatternsforCPGbrands

Conclusionsandfinalthoughts

BrandCARAT

BRANDEQ3:2024Edition

Welcometo

BrandEQ32024

•Anintroductiontoemotionalintelligence

•Whyemotionalintelligenceisimportanttomodernbrandbuilding

•Brandsreallycanbeemotionallyintelligent

•KeyBrandEQfindingssummarized

•SolvingthecostofmarketingcrisiswithBrandEQ

Anintroductionto

emotionalintelligence

InspiredbytheworkofDanielGoleman,the

psychologistwhointroducedtheworldtotheterm

emotionalintelligence(EQ)in1995,wehavebeen

onajourneytoexplainhowtodrivebrandgrowth

throughappliedemotionalintelligence.Manyofyouwillknowthatemotionalintelligencereferstothewayapersoncanunderstandandmanagetheiremotionsinapositivewaytocommunicateeffectively,build

relationshipswithothersandovercomechallenges.Ourstudieshavefocusedonwaysthatbrandscanalsoachievethislevelofemotionalengagement.

Whyemotional

intelligenceis

relevanttomodernbrandbuilding

Thelasttwentyyearshaveseenanexplosionin

thewaysbrandscanconnectwithpeople,asthe

digitaleconomyandmedialandscapeshave

proliferated.Asmoreofourlivesarelivedthrough

digitalmedia,brandsnowcandevelopamuch

closerdirectunderstandingofandrelationshipwithconsumers,creatingpersonalizedandresponsive

actions.Wehavealsoseentheriseofthepurposefulbrand,makingamarkondailylifebycreatingmorevaluableexperiencesforpeopleandinsomecaseswidersociety.Ourcorebeliefisthatbyembracing

thislandscape,brandscanputconsumersatthe

centreofeverydecisiontheymake.Theycanlistentoconsumersandrespondmuchmoreeffectivelyatspeed,developingastrongerrelationship.Thisactiveapplicationofemotionalintelligencestandsatthe

heartofCarat’sDesigningforPeoplebrandpromise.

BrandEQ32024Edition4CARAT

Thestudyisunderpinnedbyenhancedrigor,

andactionableinmediaplanning

Wearenowbringingyouathirdwavestudyinto

brandsandtheiremotionalintelligence,thathas

builtontheincreaseddepthofthe2022ofthestudywhichsawusaddfurthermarketsandbrands.Wealsoexpandedthescopeofourresearchprogram,

addingqualitativeinsightsintotheexperiencespeoplehaveacrosscategoriesandusingAItotransform

freeformstorytellingintoquantifiablefindings.We

continuetoinnovate.Wavethreehasbeenfused

ontothehubstudiesofourproprietaryCCSinsight

platformtoenabledeeperconnectionofourfindingsonemotionalintelligencewithamarketleading

combinationofbrand,mediaandattitudinaldata.

KeyBrandEQ

findingssummarized

•Themostemotionallyintelligentbrandsgrowfasterthanthosethatarenot,asevidencedbycontinuedoutperformanceonthestockmarket

•Brandsperformmorestronglywhenthey

consciouslysetouttocreatevalueforpeople

•Thereareclearlyidentifiablebehaviorsof

emotionallyintelligentbrands,andwehave

identifiedclearprinciplesforsuccessinBrandEQ

•Therearedefinitepatternsinthewaythatdifferentagecohortsandnationalitiesscorebrandson

emotionalintelligence

•Weseearecurringpatternacrosscategoriesin

thecharacteristicsofpeoplewhoaremoreopenorclosedtoemotionallyintelligentrelationships

withbrands

BrandEQ32024Edition5CARAT

Solvingthecostofmarketingcrisis

withBrandEQ

Sinceourlastreportwaspublishedin2022we

haveseenfurtherdramaticchangeinpolitics,the

economyandsociety.WemovedfromtheaftermathofCOVID-19toacost-of-livingcrisis.Therehave

beenrecessionaryheadwinds.Newconflictshave

brokenout.Thesefactorshaveamplifiedpressuresonmarketerstodomoreforless–seeGartnerdatabelow.Therehasbeenapushtoshort-termresultsattheexpenseofbrandbuilding:Marketersarefacedwithmakingmorebinarychoices.Webelievethat

byharnessingtheprinciplesofBrandEQ,marketerscanhackthesystem,buildintegratedend-to-endexperiencesandmaketheirinvestmentsgofurther.Thiswillcreatestrongerrelationshipswithcustomersanddrivegrowth.

Marketingbudgetsasa%ofbusinessrevenueshow25%decreasesince2016

12

.

9.1%

1%

2%11

.0%

9.5%

11

10.5%

6.4%

11.

.3%

20162017201820192020202120222023

Source:Garter-Marketingxreport(2023)

BrandEQ32024Edition6CARAT

Thisreportsetsoutsixways

thatbrandscanaccelerate

towardsdrivinggrowththroughhighEQbrandbuilding.Thesearesetoutbelowandbroughttolifewithrelevantbrandcasestudiesinsectionthree.

BeHighTouch:

Aswithhuman-to-humanrelationships,bondsarenotonlybuiltbygrandgesturebutthroughregular,ongoingconnectionsandinteractions.

BeAgile:

Abrandmusthavetheabilitytolistenandrespondtotheirfanbaseandthewiderculturalcontext

atpace.

BeFanFirst:

Celebratetheindividualswhoarethebiggestadvocatesofthebrand,appealtothemanybyunashamedlyshowcasingthoseheavyusersandloyalists.

BeTailored:

Theabilitytoflexbetweenacommonexpressionofpurposeandthespecificneedsofanindividualorcohortiscrucial.

BeJourneyFocused:

Focusmoreattentionondata-drivenjourney

mappingandmoreinspirational,stretchthinkingtodeliverproactiveandemotionallyintelligentmanagementoftheconsumerjourney.

BeRewarding:

Createaclearvalueexchangebetweenbrandandcustomer,and,increasingly,brand,customerandsociety.

BrandEQ32024Edition7

BRANDEQ3:2024Edition

BrandEQ-thefoundations

•HowwedefineBrandEQ

•ExpandedscopeforBrandEQ32024

•BrandEQ32024rankings

•Methodologies-furtherinnovationforBrandEQ32024

•BrandEQ32024isthefourthreportinthisseries

•MakingBrandEQactionableinmediaplanning

HowwedefineBrandEQ

TodefineBrandEQ,wetookinspirationfromtheworkofDanielGoleman(1995),whoidentifiedfivekey

componentsofBrandEQ22022andweframedtheseintermsofbrandidentityandbehavior.

Ourgoalistounderstandwhichoftheworld’sbiggest

brandsbestmirrorthisveryhumanqualityand

whethertherearetransferablelearningsfromthesehighperformers.

Self-Awareness

(confidence,recognitionoffeelings)

“Thisbrandseemstoknowwhatitstandsfor.”

SocialSkills

(leadership,conflictmanagement,

communicationskills)

“Thisbrandalways

communicatesinaclearandmeaningfulway.”

Self-Regulation

(self-control,trustworthiness,adaptability)

“Thisbrandbehaveswithhonestyandintegrity.”

Empathy

(understandingothers,

feelings,diversity,politicalawareness)

“Thisbrandunderstands

Motivation

peoplelikemeandwhatweneed.”

(drive,commitment,

initiative,optimism)

“Thisbrandtrieshardto

deliveragoodexperience.”

BrandEQ32024Edition9

ExpandedscopeforBrandEQ32024

TheStudyScope

15,000respondentsacross14markets

Americas

EMEA

AsiaPacific

USA

MexicoBrazil

Australia

China

Japan

SingaporeIndia

France

GermanyItaly

SpainUK

SouthAfrica

BrandEQ32024Edition10

TheBrandEQRanking2024

Thebrandsabovewereoriginallyselectedin2020onthebasisthattheyappearedinmultipleglobalstudiesthatprovidedbrandvalueorequityrankings.

Thebrandswestudiedforthis2024reportincludetheadditionofDisney,LEGO,andBoschatagloballevel.Inaddition,weconductedextendedlocalsurveysinFrance,AustraliaandSpain.

Methodologies-furtherinnovationforBrandEQ32024

Wehaveconductedresearchintobrandsand

emotionalintelligenceinfourteenmarketsforthe

2024report.Thesemarketsaccountfor87%ofglobaladvertisingexpenditure,whichprovidesagreatbasisforapplicationinmarketsbeyondthosestudied.

Thefoundationofourstudyremainspaneldatarelatingto51globalbrandswhichareratedbyrespondentsineverymarket.The2024report

alsoincludesadditionallocallyspecificstudies

combiningmulti-andsingle-marketbrandsinseveralgeographies.

BrandEQ32024Edition11CARAT

BrandEQ3isthefourthreportthatwehavepublished

ReportName

BrandEQ

BrandEQ2

BrandEQ2:

GenerationalDifferences

BrandEQ3:2024

InField

2020

2021

2021

2023

ReportReleased

2020

2022

2022

2024

Thisresearchwasenrichedbyaskingpeople

aboutthebrandsandcategoriesinanemotionallyintelligentway.Storytellingisaresponse

mechanismthatisfarmorealignedwithhowwe

collectourmemoriesandexperiences,therefore

weaskedpeopletotellusstoriesaboutbrandsandcategoriesinawaythattheywouldtalktotheir

friends.

Thisgaveusafardeeperinsightintopeople’sinnerthoughtsand,morecrucially,emotions,allowingustoreallydigintothewhybehindthequantitative

BrandEQscoreswemeasured.

Wecollectedmorethan15,000ofthesestories

andranAIalgorithmsthroughthemtoidentify

themes,topics,emotionsbycategory,brandandgenerationalcohort.TheAIanlysisgaveriseto

numerousinterestinginsightsthatyouwillreadaboutinthisnewreport.

MakingBrandEQ

actionableinmediaplanning

ThisyearwefusedtheBrandEQdatatoour

proprietaryconsumerdataset,CCS.Thishas

allowedustodeepenourunderstandingofpeoplewhofeelemotionallycloserorfurtherawayfrom

brandsviatheirattitudes,passions,involvementindecisionmakingandmediabehaviors.Crucially,

thisallowsustomakemediastrategyandplanningdecisionsinlinewithourfindings.

BrandEQ32024Edition12CARAT

BRANDEQ3:2024Edition

Headlinefindingsandcaseexamples

•Finding1:BrandEQpaysback:themostemotionallyintelligentbrandscontinuetogrowfaster

•Finding2:BrandsincreaseEQlevelswhentheycreatevalueforpeople

•Finding3:Technologycontinuestohaveahumanface

•Finding4:TherearedifferentroutestoahighBrandEQscore

•Finding5:BrandsarebetteratsomeaspectsofBrandEQthanothers

•Finding6:ThereisadistinctivegeographyofemotionandBrandEQ

•Finding7:Wehaveseenfurtherpolarizationbetweengenerationalcohorts

•Finding8:Morecomplexjourneysofferemotionalriskandreward

Ourheadlinefindings

in2024blend

enduringtruthsandnewinsights

Inthisthirdwavestudy,wefoundthatthedatasetsreaffirmedmanyofthetrendsandcorrelations

weidentifiedpreviously.Wehavealsoidentifiedanumberofnewfactorsinthewayemotionalintelligencedrivesbrandsuccessbasedonnewwaystointerrogateandexpandourdataset.

Ourfirstkeyfindingin2020and2022remainstrueofthisstudy.

BrandEQ32024Edition14CARAT

FINDING1

BrandEQpaysback:themostemotionallyintelligentbrandscontinuetogrowfaster

2024

2024

Thisfindinghasbeenconsistentacrossourthree

studywaves.ThereisonceagainaclearcorrelationbetweenEQscoresandthesharepricesofthe

brands/holdingcompanieswesurveyed.Onthis

occasiontheTopTenEQperformershadgrownby+770%,fasterthantheS&P500,FTSE100andotherindices.TheTopTenEQperformersalsogrewatamuchfasterratethanthelowesttenonthestudy.

Oneofthekeycharacteristicstiedtothepotentialgrowth-drivingpowerofemotionalintelligence

isthecategoriesofbrandsthatscorehighinour

study.Technology(bothasaserviceandproduct)isassociatedbypeoplegloballywiththefivequalitiesofemotionallyintelligentpeople.Thecommercial

successoftechnologybrandsisafoundationofthestellargrowthfiguresabove.

Asanaside,thelinkbetweentechnologyandhumanqualitiesisoneofthemanyfascinatingfindingsofourstudies.Moreonthislater!

Thesuccessesofbusinessesandbrandsthatdisplayemotionallyintelligentcharacteristicsbearoutincountlessfindingsthatmore

emotionallyintelligentpeoplearemore

effective.Forexample,L’OrealhavefoundthathigherEQrecruitsoutsoldtheircolleaguesbyaconsiderablemargin.

Inanotherexample,globalrecruitmentcompanyEgonZehnderInternationalanalyzed515seniorexecutivesanddiscoveredthatthosewhowerestrongestinemotionalintelligenceweremore

likelytosucceedthanthosestrongestineitherIQorrelevantpreviousexperience.Theconnectionbetweenpersonalandcollectivebusiness

successandemotionalintelligenceisalsosetoutinDrGoleman’slatestbook,Optimal.

Source:FastCompanyUltimateGuidetoEmotionalIntelligenceOctober2023

KEYTAKEAWAY

Emotionalintelligenceisacurrencyassociatedwithsuccesswhetheronapersonalorbusinesslevel.

BrandEQ32024Edition15

Source:ImagetakenfromCo-opFaresharecampaign2020

FINDING2

BrandsincreaseEQlevelswhentheycreatevalueforpeople

Whatwasstrikingfromourfirstreadofthedata

wastheoveralldeclineinscoringatanallbrands

inallmarketslevel.InthewakeoftheCOVID-19

pandemic,brandswerescoredhigherbypeople

globally.Inourviewthisisbecausebusinessesand

brandswereseentostepinandplayaconcrete

roleinhelpingusnavigatethecrisis.Messageswere

positiveandgenuinevaluewascreatedforpeople

andfellowbusinesseswhowerestruggling.This

examplefromtheUKgroceryretailerCo-op,featuringManchesterUnitedstrikerMarcusRashford,wastakenfroma2020campaigninsupportofanti-foodpovertyorganizationFareShare.

Wearenowsomedistanceintoacost-of-livingcrisisthathasseentermslikeShrinkflationcoinedaspacksizesmanyretailersfallwhilepricesrise.Doesitfeellikebrandsareonthesideofthepeoplein2024?

Perhapslessso,butscoresremainhigherthanthosefromearly2020.

BrandEQ32024Edition16CARAT

CaseStudyExample

KraftHeinzTheAdamoProject–

DrivingBrandGrowthThroughEmotionalIntelligence

Italyfacesanongoingdemographic

crisis.Plasmon,thebrandnourishingItalianbabiesfor120years,sparkedadebate

thathasawakenedcitizens,businesses,

andinstitutionstojoinandseekconcretesolutions.Todate+160companiessigneduptoavoluntarycodeapprovedby

thegovernmenttoeasethelivesofnew

parents.KraftHeinzachievedthisby

creatingawebplatformsettingoutthe

issuesandlaunchingamockumentarysetin2050thatfocusesonthebirthofAdamo,thelasteverItalian.TheAdamoProject

wasthenamplifiedthroughnationalnewsmedia,amajorsocialmediacampaign

andnationalpetitionforaction.Thisisa

powerfulexampleofeffective,purpose-

ledbrandbuilding,whichiscreatingvalueforindividualItalianparentsandthewidersocietywhichledtoatwopercentage

pointsincreaseinbrandconsideration.

KEYTAKEAWAY

Realclarityonabrand’spurposeandastrategicfocusonmarketingasameansofcreatingvaluehelptodriveBrandEQlevels.

BrandEQ32024Edition17

FINDING3

Technologycontinuestohaveahumanface

TheEQBrandRanking2024

Theresultsofthe2024BrandEQreportarelargely

consistentwithpreviousreportswhenweconsidertherankingofbrandsandcategories.Wesee

technology-drivenbrands,bothhardwareand

software,scorestronglyindividuallyandasoverall

categories.Googlewasnumberoneforthethird

time.T-Mobilescoredlowestforthethirdtime

consecutively.Inbetween,wesawadidasandNikecontinuetoperformstronglyandneckandneck

(weattributethistotheirabilitytobuildcultural

connections,meetingpeopleoncommonground).

Brandsintheentertainmentcategoryscored

strongly,withDisneyjoiningtherankingontheir

debutinsecondplace,Netflixplacingtwelfthand

LEGOfourteenth.Weattributethistotheirabilitiestoorchestratetheirecosystemsofpropertiesintoend-to-endexperiencesforpeople.Alsoworthyofnotearepaymentsystems(MastercardandVisa)outperformingthebanksthatusetheirservicesandthecontinued

lowerscoringofmobiletelephonybrands.

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Theheadlinefindingsandcaseexamples

Microsoftandminoritylanguages

Microsoft’spurposeistoempowereverypersonand

everyorganizationontheplanettoachievemore.

Andthebrandisgreatatshowinghowitstechcan

beempowering.Forexample,withitsAdlamproject,

itworkedwiththeFulanipeopleofWestAfricato

digitizetheiralphabet,takingalanguagethathad

primarilybeenspokenandallowingpeopletothen

communicateintheirnativetongueviaemail,textandonsocialmedia.

Thiscaseencapsulatesabrandsolvingarealproblemandshowingitsemotionalintelligencebyworking

withthepeopleit’shelping,ratherthanjustcreatingsomethingforthem.

CaseStudies

CONTAGIOUS

Mastercardbalancesbeingaproblemsolverwithtrueemotionalintelligence.Apowerfulexampleistheir

2022WheretoSettleproject,anappdesignedtohelpUkrainiansfleeingconflictfindtherightplacetoliveandworkinPoland.

Mastercarddemonstratedhowdatacanbeused

forgood,akeyandongoingcommitmentfromthe

brand:leveragingdatainserviceofsociety.It’san

exampleofthebrandreaffirmingitscommitmentto

financialinclusion.WheretoSettleisjustoneexample

ofMastercard’sinclusivity.Thebrandhaspreviously

designedandmadebankcardsaccessibleforvisuallyimpairedpeople.TheMastercardTrueNameproject

allowedtransgenderandnon-binarycustomerstohavetheirchosennameontheirbankcards.

ForMastercard,financialinclusionisnotjustabrandgoal,it’sabusinessstrategy.

Mastercardandfinancialinclusion

CONTAGOUS

BrandEQ32024Edition19CARAT

KEYTAKEAWAY

Servicepropositionsgivebrandsadistinct

advantageinthepursuitofemotionallyintelligentconnections,beingusefulasoftenaspossible

shouldbeakeygoalforall.

BrandEQ32024Edition20

FINDING4

TherearedifferentroutestoahighBrandEQscore

Itisnotabouthowmuchyouinvestbuthowyouinvest

Source:Comvergence/BrandEQ2024

Youwillberelievedtolearnthatwedon’tclaimthatthescaleofmediadollarsinvesteddrivesBrandEQ

scores.Ourrespondentsonlyscorebrandstheyknow,hencethesheerscaleofawarenessisnotafactor.

Wedofindacorrelationbetweentherankingof

globalmediabudgetsandtherankinginourstudyat0.51(correlationcoefficient),indicatingthatwhilelevelsofmediainvestmentmayhavesomelimitedinfluenceonscores,thewaythebudgetisinvestedandthequalitiesofabrandexperiencearethekeydriversofthescore.

Thegraphicabovegivesauseful,high-levelguide

astotherelationshipsweseebetweenmedia

investmentlevelsandtheendEQscores.TheHigh

EQHigh$quadrantincludesfouroftheglobaldigital

mega-platforms,alongwithCoca-Cola,Disney,andtherelativelyunsungSamsung.Theyspendmoreandpeopleratethemamongthemosthumanofbrands.

ThequadrantCFOsloveistheadjacentHighEQ

andLower$groupofbrands,includingadidas,Nike,LEGO,Mastercard,NetflixandthebigoutlierPayPal.Thisgroupisparticularlyinterestingasthebrandstendtoprioritizetheirculturalfootprintandmanagebrandecosystemsinasmartway.PayPalisafascinating

outlierasitranks44thonglobalmediabudgetsbutenjoys9thspotonthe2024BrandEQscoring.Thereisclearlysomerealpowerinthereassurancegiven

bythepositionandassetsthatthebrandownsatthepointofcheckout.

BrandEQ32024Edition21CARAT

KEYTAKEAWAY

Itisdifficulttosimplyadvertiseyourwaytoan

emotionallyintelligentrelationshipwithpeople.MediaplaysacentralroleinbuildingBrandEQ.Inmanycasesthisisaboutmeetingpeoplein

contextsthatrepresenttheirpassionsorlisteningtoyourfansandrespondingtotheminsmart

waysratherthanonlyrunningbigcampaigns.

BrandEQ32024Edition22

FINDING5

Brandsarebetteratsomeaspectsofemotionalintelligencethanothers

BrandsscoreloweronSelfRegulation

2022

2024

Wehaveseenaclearpatterninthewaythat

brandssucceedorfailtobuildemotionallyintelligentrelationshipswithpeople.The2024reportseesbrandscollectivelyperformweakestonthehumanquality

ofSelf-Regulation;putsimply,trustandintegrity.

Oursisnottheonlystudythathighlightsthisasanissueforbrands.

Peopleactuallyplacethehighestlevelsoftrustinsomeofthelargestoftheglobalbrandswesurvey,withGoogle,Samsung,adidas,MicrosoftandNikemakingupthetopfive.Trustishardertocomebyforthosebrandsthatbringuptherearofthe

overalltablewithbanksandmobiletelephonybrandsscoringlower.

BrandEQ32024Edition23CARAT

Motivationisthebiggeststretch

Changinggear,Motivation,orbeingseento

workhardtodeliveragreatexperience,seesthegreateststretchinscoresbetweenhigherand

lowerperformers.

Weseeasimilarpicturewithhighstreetbanksand

mobiletelephonybrandsnotperformingstronglywithaclearcontrasttothetopthreescorers:Google,

Samsung,Coca-Cola.

BrandEQ32024Edition24CARAT

ThedifferencebetweentopandbottombrandsincreasedespeciallyinSelf-AwarenessandEmpathy,makingthemthebiggestdifferentiators.

20242024202420242024

2020-2024

Reviewingthedataasaseriesacrossallthree

BrandEQstudiesrevealsthatthestrongestandtheweakestperformersarepolarizingovertime.

Wegroupedthetoptenbrandsandthebottomtenbrandsfromeachwaveandcomparedthem.Self-AwarenessandEmpathyaredrivingthis

polarizationatthegreatestrate.TheaverageSelf-Awarenessscorerepresentsa13point

dif