[营销星球]2018年赢得人心的品牌报告

BRANDSTAKEASTAND2018EdelmanEarnedBrandOctober2018#EarnedBrand2EdelmanEarnedBrandInnovationandtheEarnedBrand2015TheConsumer-BrandRelationship2016TheRiseoftheBelief-DrivenBuyer2017BrandsTakeaStand20183Marginoferror8-marketaverageonlinesurveydata+/-1.1%(N=8,000)Market-specificonlinesurveydata+/-3.1%(N=1,000)8-marketaveragemobilesurveydata+/-0.6%(N=32,000)Market-specificmobilesurveydata+/-1.6%(N=4,000)2018EdelmanEarnedBrand8MarketsBrazil,China,France,Germany,India,Japan,theU.K.andtheU.S.Alldataisnationallyrepresentativebasedonage,regionandgenderAstudyofhowbrandscanearn,strengthenandprotectconsumer-brandrelationshipsOnlineSurvey?Belief-drivenbuyingandgeneralattitudestowardbrands?Relationshipswith48brands?Reactionstotwocommunicationsfromeachof16brandsMobileSurvey?Signal-contingentmeasurementofreactionstospecificb