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全球最亲密品牌排行榜出炉

Don Reisinger 2018年03月31日

苹果公司在一项品牌亲密度研究中独占鳌头。

试图研究个人与公司情感纽带的营销机构MBLM近日称,一项由6000人参加的全球性在线研究将苹果列为最亲密品牌,超过了迪士尼和亚马逊。此项研究由从事市场分析的Praxis Research Partners在去年实施,目的是弄清楚个人和企业及其产品之间可能存在什么样的情感联系。

MBLM执行合伙人马里奥·纳塔雷利在一份公告中表示:“品牌成长的起点和终点都是感情以及与客户情感纽带的数量、质量以及特点。”

据Praxis Research Partners介绍,这次研究的内容是请参与者指出各家公司在客户关系方面的优势。MBLM称,这种亲密度可以转化为实实在在的业绩。实际上,和研究中跟顾客不那么亲密的品牌相比,名列前茅的亲密品牌实现的收入和利润会比前者多数十亿美元。举例来说,如果都跻身最亲密品牌之列,《财富》500强去年的平均利润就会增加29亿美元。

MBLM指出,苹果在多个方面都位居榜首,包括消费者使用其产品的频率及其产品改善用户生活的方式。消费者还表示,苹果制造的“没有就活不了”的产品比其他任何公司都多。在这次研究中,苹果的整体亲密度指数为77。

苹果在《财富》杂志的全球最受赞赏公司榜单上同样名列第一。

迪士尼的亲密度指数为73.1,在这次研究中居于次席,这在很大程度上要归功于让消费者感到亲密的“怀旧”因素。亚马逊排名较高的指标是消费者眼中经常要光顾的网上交易场所。

MBLM注意到,去年视频流媒体服务商Netflix的品牌亲密度指数急速上升。2015年Netflix在这份榜单中排在第25位,去年则跳升至第5名,以61.2的亲密度指数排在哈雷戴维森公司之后。MBLM指出,55%的受访者表示每天都会在Netflix上观看视频,2017年其排名可能更高。

纳塔雷利说:“我们认为Netflix仍有未发掘的潜力。”

这次研究的另一条趣闻是MBLM发现,16%的消费者表示苹果的产品可以涨价20%,而且他们仍会对苹果品牌“忠心耿耿”,这个数字几乎是其他科技产品的两倍——普遍接受后者涨价20%的消费者占9%。

以下是全球最亲密品牌榜单前10名:

1. 苹果

2. 亚马逊

3. 宝马

4. Jeep

5. 迪士尼

6. YouTube

7. 塔吉特

8. Netflix

9. 全食超市

10. 谷歌

(财富中文网)

译者:Charlie

审校:夏林

In an online study of 6,000 people worldwide, Apple was named the most intimate brand, topping Disney and Amazon, MBLM, an agency that attempts to build emotional connections between people and companies, reported on Thursday. The study, which was conducted last year by Praxis Research Partners, aims at understanding what kind of emotional bond a person might have with a company and its products.

“Brand growth starts and ends with emotion and the quantity, quality and character of the bonds formed with customers,” Mario Natarelli, MBLM’s managing partner, said in a statement.

According to Praxis Research Partners, the study asked participants to identify the strength of consumer relationships with different companies. That intimacy translates to real financial performance, MBLM said. In fact, the top intimate brands in the study were found to have generated billions more in revenue and profits compared to those with less intimate connections to customers. The average Fortune 500 company, for example, would have generated an additional $2.9 billion in profit last year had it been among the most intimate brands.

According to MBLM, Apple secured the top spot by ranking high in several metrics, including how frequently consumers used its products and the ways in which its products enhanced user lives. Consumers also said that Apple, more than any other company, makes products they “can’t live without.” Apple scored an overall intimacy quotient of 77 in the study.

Apple also sits top Fortune’s list of the World’s Most Admired Companies.

Disney , which had an intimacy quotient of 73.1, landed in second place in the study, due in no small part on its “nostalgia” factor, which endeared it to consumers. Amazon ranked high among consumers who saw the e-retail giant’s marketplace as a destination they often visit to get deals.

MBLM noted that Netflix has soared in brand intimacy in the last year. In 2015, the company ranked 25th in the brand intimacy report. Last year, the video streaming company found its way into the fifth spot behind Harley-Davidson with a quotient of 61.2. Netflix, which has become a daily destination for 55% of respondents, could soar to even greater heights in 2017, MBLM said.

“We believe [Netflix] still has untapped potential,” Natarelli said.

One other tidbit from the study: MBLM discovered that 16% of consumers would pay 20% more for Apple products and still remain loyal to the brand. That figure nearly doubles the 9% of people who would generally accept 20% higher pricing on other technology products.

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