The top two things locals said were key to a reputable brand were that it has to put consumers first and respect consumer privacy.
In a survey done by TNS and public relations firm H+K Strategies, more than 800 locals were asked questions the factors that drive overall brand reputation.
The survey covered key themes of brand image, customer focus, employer branding, corporate social responsibility and digital orientation. This was carried out over several weeks from 26 January to 4 February this year.
In a survey done by TNS and public relations firm H+K Strategies, more than 800 locals were asked questions the factors that drive overall brand reputation.
The survey covered key themes of brand image, customer focus, employer branding, corporate social responsibility and digital orientation. This was carried out over several weeks from 26 January to 4 February this year.
Over 30 brands were included in the study such as Marlboro, Dunhill, L'Oreal, Johnson & Johnson, Coca-Cola, McDonald's, HSBC and more
Trust issues
86% said that brands putting consumers first were important while 81% said that brands respecting consumer privacy is important.
Other attributes such as maintaining a high level of transparency, accountability and integrity(77%); actively engaging customers (76%); is fair in dealings with stakeholders (76%); represents value for money (75%); is well respected internationally (72%) and more.
Local versus international brands
Other attributes such as maintaining a high level of transparency, accountability and integrity(77%); actively engaging customers (76%); is fair in dealings with stakeholders (76%); represents value for money (75%); is well respected internationally (72%) and more.
Local versus international brands
Also, while Singapore consumers are more familiar and more frequent users of local brands, international brands are perceived to be better and seen as more trend-leading, visionary and "on the way" up compared to local brands, said a note in the study.
It also showed locals viewing international brands being able to differentiate themselves by using technology to their advantage better and receiving more positive coverage in digital or social media as compared to local brands.
It also showed locals viewing international brands being able to differentiate themselves by using technology to their advantage better and receiving more positive coverage in digital or social media as compared to local brands.
The top five brands seen to be on the way up were Samsung (94%), Mercedes Benz (74%), Apple (71%), OCBC (71%) and BMW (70%).
Those seen to be declining in terms of brand reputability and "on the way out" were the cigarette brands Dunhill (36%) and Marlboro (23%)
Finally the study also identified areas of opportunity for brands: having dynamic marketing activities, greater online participation, taking part in corporate social responsibility initiatives and more.
Those seen to be declining in terms of brand reputability and "on the way out" were the cigarette brands Dunhill (36%) and Marlboro (23%)
Finally the study also identified areas of opportunity for brands: having dynamic marketing activities, greater online participation, taking part in corporate social responsibility initiatives and more.
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