characterz - amazon & whole foods · 2018-07-23 · dreamer idealistic different creative rebel...

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CharacterZ

USA | Electrical Retailers | 2016

Prepared June 2017

Prepared by Powered by

BrandZ

“Character has power to uplift, power to depress, power to curse and power to bless”


Brand CharacterThere are 3 elements of BrandZ Brand Character

Dynamics What is our Brand Character comprised of?

Clarity How well defined is our Brand Character?

Consistency How consistent is our Brand Character in different countries?


Our Category01 The category and chosen country

An International Perspective02 Our brand globally – Where relevant

The CompanyWe Keep03 Comparison with brands from other categories


How BrandZ Determines Brand CharacterThe question we ask

Adventurous Dishonest Kind Arrogant FriendlyPlayful Assertive Fun

Rebellious BraveGenerous SexyCaring HastyStraightforwardCreative

Idealistic TrustworthyDesirableIn ControlUncaringDifferentInnocentWise

Thinking about Electrical Retailers, we’d now like you to think about the brands you have heard of and imagine they were people with their own personalities.

Thinking of each brand as a person, please select at least 4 words you think apply to it, whether or not you’ve tried the brand yourself.


Summarising Brand Character


WiseWiseTrustworthy

KingIn ControlAssertive

HeroAdventurousBrave

RebelRebellious

MaidenInnocentKind

SeductressSexyDesirable

DreamerIdealisticDifferentCreative

MotherGenerousCaring

JokerFunPlayful

FriendFriendlyStraightforward

BrandZ Data Analysis Has Identified Ten Discriminating Brand Characters

Brand Character assigned based on a brand’s dominant characteristics


King Hero Rebel MaidenWise

Dreamer Mother Joker FriendSeductress

Global Examples Of BrandZ Brand Characters


OurCategory01


01 Brands Covered USA Electrical Retailers 2016

Sam’s Club

Staples


01 Our Category USA Electrical Retailers 2016 Brand Characters

Present in Category Absent from Category

JokerFunPlayful

FriendFriendlyStraightforward

MotherGenerousCaring

WiseWiseTrustworthy

DreamerIdealisticDifferentCreative

RebelRebellious

HeroAdventurousBrave

KingIn ControlAssertive

MaidenInnocentKind

SeductressSexyDesirable

RadioShackApple StoreLowe’s

The Home Depot

Costco

Sam’s Club

Sears

Staples

Walmart

Amazon

Best Buy

eBay

Target


What is our Brand Character comprised of?

01 Our Category USA Electrical Retailers 2016 Character Dynamics

Trustworthy +12

Creative +10

Fun +9

Desirable +7

Playful +6

Adventurous +5

Wise +3

Generous +2

Arrogant +1

Caring +1

Sexy +1

Different +1

Dishonest +1

Brave 0Kind 0Hasty -1Uncaring -1Rebellious -2In control -3Innocent -4Friendly -6Idealistic -7Assertive -10


What is our Brand Character comprised of? Comparison to other brands in the category sharing the same Brand Character


eBay

Trustworthy -12

Creative +2

Fun +15

Desirable +1

Playful +7

Adventurous +17

Wise -8Generous -2Arrogant -9Caring -7Sexy +2

Different +22

Dishonest +6

Brave +3

Kind -5Hasty +3

Uncaring +1

Rebellious +11

In control -3Innocent -3Friendly -14

Idealistic -1Assertive +1



Target

What is our Brand Character comprised of? Comparison to other brands in the category sharing the same Brand Character

Trustworthy -2Creative +1

Fun +11

Desirable 0Playful +10

Adventurous -3Wise -6Generous 0Arrogant 0Caring +6

Sexy 0Different -6Dishonest -1Brave -1Kind -2Hasty +4

Uncaring -3Rebellious +5

In control -8Innocent 0Friendly +7

Idealistic -7Assertive -1Straightforward -2



Best Buy

Character Dynamics Scores Comparison to other brands in the category sharing the same Brand Character

Trustworthy 0Creative +2

Fun +6

Desirable +3

Playful +5

Adventurous +5

Wise +2

Generous -1Arrogant +2

Caring +3

Sexy -1Different -13

Dishonest +1

Brave -1Kind -2Hasty 0Uncaring -4Rebellious +1

In control +2

Innocent -5Friendly +6

Idealistic -3Assertive +3

Straightforward 0


How well defined is our Brand Character? = Category average (100)

01 Our Category USA Amazon 2016 Character Clarity

108

69

Lowest

171

Highest


How consistent is our Brand Character over time?Over the last three studies in USA

01 Our Category USA Electrical Retailers 2016 Character Consistency

2011

Joker

100Clarity Score

2014

Joker

77Clarity Score

2016

Joker

108Clarity Score


AnInternationalPerspective02


02 An International Perspective Amazon Around the World

France 2017

Germany 2017

China 2017 Italy 2016

Russia 2016

UK 2016

USA 2016

Wise King Hero Rebel

Seductress Dreamer FriendJokerMother

Maiden


The CompanyWe Keep03


03 The Company We Keep Brand Character

Which are the clearest examples of our Brand Character?Over the five most recent years available in USA

2015JeepAflacBuzzFeedQuikTripGeico

2017GeicoAflacSunny DelightDunkin’ DonutsSnapple

2016Bath & Body WorksYouTubeeBayFructisDKNY

2014IKEASkittlesVirgin MobileForever 21Sonic

2013AflacYouTubeGeicoForever 21Baileys

Note: not all brands are covered each year


03 The Company We Keep Character Clarity

Your selected comparison brandsBrand Character and Character Clarity in USA

Joker

110Clarity Score 2017

Joker


Joker



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BrandZContact details

David RothCEO The Store WPP, EMEA and Asia +44 (0) 20 7318 [email protected]

Thank you


InterpretationGuideKey considerations Glossary


Interpretation guide – Key considerations for you and your client

Page Chapter Key questions

11 Our Category – Brand Character

What is your Brand Character and how does it relate to others in your category?Are you happy with your position or would you rather be another Character? Why?Which Brand Characters don’t appear in your category?Why is this and does this provide any opportunities?

12 Our Category – Dynamics How do the components of those with the same Brand Character as you differ?Where would you like to strengthen and how might you do so?Do any competitors currently ‘own’ territory you’d like to target?

16 Our Category – Clarity Which brands have the strongest and weakest definition and how does your brand compare?How could you improve your definition in desirable areas for your brand?What can you learn from the leader in terms of how they communicate their proposition?

17 Our Category – Consistency How has your Brand Character and Clarity changed in the recent past?What can you learn about the impact of your strategy and competitor strategies at the time?

19 An International Perspective – Consistency

How consistent is your Brand Character across different countries?Is it desirable for your brand to have a consistent Character across markets? Why/why not?How might you achieve this consistency or tailor differences between countries?

20 An International Perspective – Clarity

How well defined is your Brand Character in different markets?Why is your brand better defined in some markets versus others?What could you do to increase clarity?

22 The Company We Keep – Brand Character

Which are the most clearly defined brands within your Brand Character in your market?What can you learn from them? How has this comparative list changed over time?

23 The Company We Keep – Clarity

What are the Brand Characters of the brands you specified within other categories in your market?Are you surprised by their Brand Characters? What can you learn from them?


Glossary of key terms

Brand Character Brand Character is assigned based on consumer responses to the question outlined on page 5. Respondents choose up to four words for each brand and their answers are then combined with those of others to give a complete overview of all brands in the category. The most common characteristics are then identified for each brand and these define the brand’s Brand Character, as illustrated on page 7. For example if a brand is described most often as ‘Wise’ and ‘Trustworthy’ then it will be allocated the ‘Wise’ Character. If ‘Sexy’ and ‘Desirable’ dominate then the brand is a ‘Seductress’ etc.

It is possible for several brands in the same category to be allocated the same Brand Character and they can be differentiated from each other by examining their Character Dynamics…

Character Dynamics The Character Dynamics pages show the detail behind your brand’s Brand Character by illustrating the proportion of consumers selecting each word for your brand. You’ll be able to see why your brand has been allocated its Brand Character and with which other areas your brand is strongly or weakly associated.

If other brands share your Brand Character then there will also be up to three comparison slides to show how their Character Dynamics differ from yours. If more than three competitor brands share your Brand Character then the three with the strongest Character Clarity scores are shown…

Character Clarity Your brand’s Character Clarity score shows you how well defined your brand’s overall brand personality is. Brands with a higher overall score on all words have greater Clarity than those with lower endorsements i.e. their personalities are more clearly defined to consumers.

You are able to view your brand’s Clarity score in the context of your own category as well as over time and across other countries, allowing a view on the consistency of your brand’s definition …

Character Consistency Character Consistency is the third element of Brand Character but is not a specific measure in its own right. CharacterZ allows you to assess the consistency of your brand’s Brand Character and Character Clarity both over time and across countries, thus providing greater context and insight.


BrandZResources


BrandZ Resources

BrandZ is the world’s largest and most reliable customer-focussed source of brand equity knowledge and insight.

Established in 1998 and updated weekly, the BrandZ database contains over 120,000 brands across 414 categories, and 51 markets.

To date BrandZ has interviewed over 3.1 million consumers and contains over 4.6 billion data points.

To access additional resources, please click on the links below:

BrandZ Resources:http://www.wpp.com/wpp/marketing/brandz

BrandZ Publications:https://brandz.wpp.com

TrustREngaging Consumers in the Post-Recession World.Trust is no longer enough. Strong brands inspire both Trust (belief in the brand’s promise developed over time) with Recommendation (current confirmation of that promise). This combination of Trust plus Recommendation results in a new metric called TrustR.

RepZMaximising brand and corporate integrity.Major brands are especially vulnerable to unforeseen events that can quickly threaten the equity cultivated over a long period of time. But those brands with a better reputation are much more resilient. Four key factors drive Reputation: Success, Fairness, Responsibility and Trust. Find out how your brand performs.

Pitch DoctorEverything you need to know about your brand on one page.Ever wished that you could instantly analyse every one of the 6.8 billion individual data points included in BrandZ? All the brand metrics, interrelationships, including TrustR, ValueD and then seamlessly use this to pinpoint an individual brands Strengths, Weaknesses, Opportunities and Threats in one easy to digest page? Well now you can.

Brand ToysPlayful visualisations of brands.We are in an era of data overload. Marketeers have never had so many numbers at their fingertips. The challenge is not about getting more data, but about how to read it and interpret it quickly. We’ve taken this premise and applied it to Brands, creating Brand Toys - the world’s first Brand visualisation tool.

characterz - amazon & whole foods · 2018-07-23 · dreamer idealistic different creative rebel...

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