Friday, June 14, 2013
The Most Meaningful Global Brands of 2013: A Study of Consumer Scepticism
As explained by Havas Media "meaningful connections describes how we connect brands to people and create shared value for brands and communities. It is supported by Meaningful Brands - our unique framework to analyse and track the connections brands have with our quality of life and well-being."
Here are the top 10 leading brands as identified by the MBi
The index comprises a total of 700 brands and sampled the views of more than 134,000 consumers in 23 countries. MBi measures a brand’s benefits alongside its affect on 12 different areas of well-being, including health, happiness, financial, relationships and community.
One of the most noteworthy observations of the MBi is that only 20 percent of brands are perceived as making a meaningful difference in people’s lives.
While brand benefits are of value to the consumer, those that offer little benefit are viewed as entirely disposable.
"The long-standing relationship between people and brands is broken. Much of the trust, respect and loyalty people had for many brands has disintegrated."
Those surveyed indicated that they would not care if almost three quarters (73 %) of brands disappeared. In Europe and the US, the survey indicated that they would not care if 92 percent of brands disappeared. In Latin America, that figure drops to 58 percent and in Asia 49 percent.
For more information click here.
© 2013, Richard Matthews. All rights reserved.
Corporate Sustainability Leadership in America
The Most Meaningful Global Brands of 2013
The 2013 World's Most Ethical Companies (Ethisphere)
2013 World's Most Admired Companies (Fortune Magazine)
The World's Most Sustainable Companies: The Global 100 (2013)
The Overwhelming Logic of Sustainable Business
Sustainability is an Unstoppable Megatrend