Brands That Enhance Our Lives: M&S Leads
A new survey from Havas Media reveals that only 5% of UK brands have a noticeable positive impact on our sense of wellbeing and quality of life. Indeed most people in the UK would not care if 91% of brands ceased to exist. Further evidence, it argues,” that the existing approaches to building and measuring brand value are out of date”
Havas Media has launched Meaningful Brands, “a global index and analysis that offers a new framework to measure and build brand value in the context of today’s demanding environment.”
This will connect brands with quality of life and wellbeing, “by measuring the perceived impact of brands on personal wellbeing – their influence on factors such as our health, fitness, happiness, values, social relationships, financial security, lifestyles and habits – and our collective wellbeing, that is, how brands help to improve communities, societies and the environment.”
The analysis includes a measurement called The Meaningful Brand Index (MBi) that uses consumer perception to compare and track the impact brands based on the views of 50,000 people in 14 countries (UK: 20 brands and 2,700 consumers).
Top 10 Meaningful Brand Index results for the UK:
1. Marks & Spencer
2. Sainsbury’s
3. Unilever
4. Tesco
5. Asda (Walmart)
6. Mars
7. Danone
8. O2
9. Starbucks
10. Wrigley
Havas add:
“When it comes to our expectations of improving our personal wellbeing and quality of life, the results in the UK show a staggering 95% of brands in the UK are underperforming. Alongside the US, this is the highest global figure.”
“Despite these trends, the analysis demonstrates how some brands have been able to break free from these industry limitations. There are brands with exceptionally high MBi scores in low scoring sectors. O2 scores well in this area registering significantly higher than average MBi scores in the UK. Auto brands in the UK also do well in terms of their contribution to our individual and collective wellbeing despite the auto sector’s general trend. This is mainly down to auto brands’ efforts to help British consumers with their fuel efficiency.”
The research was carried out from March to June 2011 across 14 markets – France, Spain, UK, Germany, Italy, USA, Mexico, Brazil, Colombia, Chile, Argentina, China, Japan and India. The research took into account the views of 50,000 consumers via online panels.
Further information can be found at www.havasmedia.com