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Meaningful Brands

Only 20% of global brands noticeably improve people's quality of life People would not care if 70% of brands disappeared Brands are becoming increasingly irrelevant to people... We need a new way to measure and build brand value Meaningful Brands for a sustainable future challenges traditional marketing definitions of brand value MEANINGFUL BRAND INDEX INDIVIDUAL COLLECTIVE WELLBEING WELLBEING MBI easy life fitness, health self esteem recycling transparency price, product quality responsible, ethics environmental issues happiness satisfaction finances Higher Meaningful Brand Index jobs, the economy fair play employee relations social issues learning new things values feel part of something help me help others connectivity looking good feeling good improving my skills More Brand attachment working conditions the environment society & community packaging labeling So what is a meaningful brand? Meaningful brands enhance the wellbeing of individuals, communities and the environment, making people and society flourish 1. IKEA 2. Google 3. Nestlé 4. Danone 5. Leroy Merlin 6. Samsung 7. Microsoft 8. Sony 9. Unilever 10. Bimbo 11. LG 12. Philips 13. Apple What do consumers think? The Meaningful Brand Index shows that the more the brand contributes to improve the wellbeing of individuals, communities and the environ- ment, the more meaningful it becomes. Meaningful Brands: Who are they? Top 20 global brands according to Havas Media's 14. P&G 15. Mars 16. Volkswagen 17. L'Oréal 18. Walmart Many people perceive that these brands are contributing significantly to improve their personal lives in a relevant and sustainable way. These brands systematically improve our personal and collective wellbeing and are rewarded by stronger brand equity and attachment. Meaningful Brand Index 19. Carrefour 20. Coca-Cola How companies create value matters as much as the products and services they provide. People expect companies to behave ethically and transparently But cynicism is rising Improving wellbeing is an opportunity and an imperative for brands 64% 85% 57% think most companies are trying to be responsible only to improve their image feel that they can make a company behave more of consumers worldwide expect companies to become actively involved in solving social and environmental issues responsibly. We feel more empowered Only 28% of consumers worldwide think that companies today are working hard to solve the big social and environmental challenges people care about 53% 72% Only 20% would pay more for products produced in a socially responsible way trust companies more if they produce responsible goods trust companies when they communicate about their social/environmental commitments and initiatives Meaningful Brands, Havas Media's global index and analysis, shows us how brands can enhance and re define their relationships with consumers to become more meaningful. The project uses our proprietary research to explore the links between brands, societies and individuals and is the first of its kind to be able to link brands to consumers' sense of wellbeing. Its foundations rest on a piece of research that spans 14 countries, 300 brands and takes into account the views of 50,000 people. B You l in в M E D IA SVA

Meaningful Brands

shared by judithgold on Dec 28
Of all the brand names in the world only 20% of them noticeably improve quality of life. This infographic takes a look at branding and brand loyalty to see how company's can create meaningful brands t...


Havas Media


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