rapp brand dna overview
DESCRIPTION
RAPP is dedicated to understanding brands through human values. BrandDNA is RAPP's proprietary annual US panel study that measures the values that drive people's decisions and how brands align. Unlike a traditional brand tracker that measures how brands are trending on attributes that marketers think brands should possess, BrandDNA takes an inside-out approach to first measure culture and then measure brands in that context.TRANSCRIPT
BRAND DNA
Friday, November 16, 2012
Understanding brands
through values
Friday, November 16, 2012
Not your father’s brand study ... consumers in rather than brands out
Friday, November 16, 2012
What we askHow important is each value as a guiding principle in YOUR LIFE?
(VALUES IMPORTANT TO CONSUMERS)
How influential is each value when choosing a brand in [CATEGORY]?(HOW VALUES IMPACT PURCHASE DECISION)
How important is each value as a guiding principle for [BRAND]?(HOW BRANDS PERFORM AGAINST THESE VALUES)
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surveyed 7,500 people
across 9 verticals
22 values
and 58 brands
surveyed 9,500 people
across 9 verticals
25 values
and 66 brands
2009 2010 2011surveyed 9,400 people
across 10 verticals
25 values
and 65 brands
2012surveyed 11,600 people
across 10 verticals
25 values
and 65 brands
BRAND DNA
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Study design
equally distributed cross sample of US adult population
Global anthropological human values, selected for
relevance to both people and brands
valuesbrands
sample format
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10 VERTICALS65 BRANDS
25 VALUES
EQUALITY INNOVATION
OPTIMISM FAMILY
PATRIOTISMCOMMUNITY RELIABILITY
INDIVIDUALISM KINDNESS
EXCITEMENTAFFLUENCE HONESTY / INTEGRITY
REBELLIOUSNESS SIMPLICITY SEX APPEAL
SPIRITUALISM GENEROSITY INSPIRATION IMAGINATION
PASSIONSTATUS SOCIAL
RESPONSIBILITY THRIFTINESS EDUCATION
SAFETY
Scope of the study
AUTOMOTIVE
ELECTRONICS
HEALTHCARE
FOOD & BEVERAGE
LUXURY
RETAIL
FINANCIAL SERVICES
CPG
TRAVEL/TOURISM
TECHNOLOGY
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Additional brands2010 -2011 20122009 -20112009 -2010
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Which brands are culture leading, lagging, concurrent?
How we use it
applicationintelligence
Which brands are waxing/waning on relevance?
Which brands are clustering together?
Where is the white space opportunity in a given vertical?
Which brands would do well in a given vertical?
Guide brand positioning
Inform communications strategies
Fuel intellectual property development
Marketing measurement/KPI
Expose new business opportunity
How are personal/societal values evolving?
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For more informationcontact Neha Bucaro
TextDirector, Cultural Intelligence
Friday, November 16, 2012