Posted by Caitlin Kauffman on Sustainable Brands, this article describes a new study and marketing metric developed to help marketers and CEOs evaluate how their brands enhance wellbeing for customers, communities and society. The study’s key findings also provide an interesting comparison between brand relationships that people have in the West, with those in Asian markets, which are significantly higher.
“Meaningful Brands® – Havas Media Group’s metric of brand strength – is the first global study to show how our quality of life and wellbeing connects with brands at both a human and business level. The study includes 1,000 brands, 300,000 people, 12 industries and 34 countries; and covers the role brands play in our communities and our personal wellbeing, as well as marketplace factors that relate to product performance such as quality and price. Havas’ latest Meaningful Brands study, released today, reveals that a brand’s “Share of Wallet” – a marketing metric used to measure the percentage spent with a brand vs. the total annual expenditure within its category – is on average 46 percent higher for Meaningful Brands and can be up to as much as seven times larger.”
Click to read the full article: ‘Return on Meaning’: Top Meaningful Brands Enjoy 46% Higher Share of Wallet Than Low Performers | Sustainable Brands
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