Earned Brand 2016 - U.S. Multicultural Report

Earned Brand 2016 U.S. Multicultural | 1
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U.S. Multicultural Report

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The Earned Brand’s story is not simply told, it is
demonstrated and experienced; and to do that, brands
can’t operate with a style guide alone.
The Earned Brand has a world view and a belief system;
a purpose and a reason for being – one that defines not just
the communications, but how the brand behaves online,
offline, and in all contexts.
An expressed set of values informs which products
are made, which language is used, how
customers are treated, and ultimately the
legacy the brand leaves in the
communities it serves.
*Based on 2016 Edelman Intelligence survey results

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Now also reflects the views and values of diverse
consumers helping brands to build a strong relationship
with multicultural segments.

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relationship with
Multicultural consumers
REALLY going?
How is your

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Feeling a little left out?
76%
RELY ON PEER SOURCES FOR BUYING DECISIONS
Your consumer relationship
“I rely on my peers to reassure me.
Because
their experience is my evidence.” — Earned
Brand 2015
89%
Non-Hispanic
Whites
70%
Latinos
81%
African-
Americans
68%
87%
RELY ON PEER SOURCES TO LEARN ABOUT BRANDS
Q31 (Top 4 Box “Rely on most,” net of 3 items), Q32 (Net of 5 items),
Q33 (Net of 3 items)
Because their experience is my evidence.”
— Earned Brand 2015

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Meeting their growing
expectations?
62%
DOING GOOD SHOULD BE PART OF A BRAND’S DNA
Your consumer relationship
55%
Non-Hispanic
Whites
56%
Latinos
71%
African-
Americans
59%
66%
WILL NOT BUY IF A BRAND FAILS TO MEET
SOCIETAL OBLIGATIONS
Q17 (Top 4 Box “Agree”), Q20 (Net of 3 items)

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The consumer relationship has never
been more important to your business
Buy Advocate Defend

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We wanted to find out
How does a
stronger relationship
lead to better
business results?
How strong is
the consumer-brand
relationship?
How can brands
strengthen
the relationship?

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Methodology
Multicultural oversample
13
Timing
Main Sample: April 7– 25, 2016
Oversample: June 13 – 24, 2016
4 ethnic groups
Online survey among Non-Hispanic
Whites, Latinos, African-Americans,
and Asian Americans. Latinos had the
option to take the survey in Spanish
1600+ respondents
650+ Non-Hispanic whites, and 300+
respondents per ethnic group. All samples
are nationally representative of age, gender,
and region based on most recent
U.S. census data. Latino sample includes
foreign - and U.S.-born, as well as
Spanish-dominant respondents.
Unless otherwise specified, all data is from the Earned Brand 2016 study. The full text of the questions referenced
in the report can be found in the End Notes. Full explanations of the Brand Relationship Index and other analyses
performed, along with detailed sample and margin of error information, can be found in the Technical Appendix.

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favorite brand –
one you already buy – in
this category?
What is your
Edelman
Brand
Relationship
Index

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The Edelman Brand Relationship Index
is the average of the
seven dimensions
Builds trust
at every
touchpoint
Makes
its
mark
Invites
sharing,
inspires
partnership
Embodies
unique
character
Listens
openly,
responds
selectively
Tells a
memorable
story
Acts
with
purpose
See Appendix for a full explanation of how the Index was built.
0-100
Edelman
Brand
Relationship
Index

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Latinos and African-
Americans have deeper
relationships with their
favorite brands
Relationship strength
0 10020 40 60 80
The Edelman
Brand Relationship Index
Latinos and AA Average
45
Non-Hispanic Whites
Average
38

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Strongest brand
relationships
Because
their experience is my evidence.” — Earned
Brand 2015
Multicultural consumers and brands
2016 Edelman Brand Relationship Index
Ethnic Groups
45 45 42 38

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They’re willing to go
further with you

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The five relationship stages
At five points, the data shows meaningful shifts in
consumer attitudes and behaviors toward brands
Strength of relationship with the
favorite brand they buy in a category
I may buy/use your
product, but I don’t
really put much
thought into it.
I know a little
about you, beyond
your product
I am making an
educated choice.
Given a choice,
I would pick your
brand. I appreciate
what you stand for.
We share common
values and see
the world in a
similar way.
We do things
together and for
each other.
We share a past
and a future.
See Appendix for a full explanation of how the five relationship stages were created.

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So far they’re invested,
but commitment is
the last mile
45Strength of relationship with the
The Edelman
Latinos and AA Average

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Multicultural Consumers are in
strong brand relationships
Edelman 2016 Brand Relationship Index
9 33 22 22 147 22 25 28 195 21 25 33 16
Indifferent Interested Involved Invested Committed
+11
+5
+6
Percent of consumers at each stage of the brand-relationship
LatinosNon-Hispanic Whites African-Americans
Source:. 2016 Edelman Earned Brand study See the Earned Brand Technical Appendix for a full
explanation of how the Index was built and of the seven dimensions of the consumer-brand relationship.

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Strong relationships drive
and protect your bottom line
Buy First
I am one of the first to try
the brand’s new products
Stay Loyal
I am happy to pay more for
this brand’s products
and services
When I buy products in this category,
it has to be this brand
I am happy to share my
personal data with this brand
I will stick with this brand even if
a competitor is:
• getting better reviews
• more innovative
• greener
• treats workers better

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Strong relationships mean your
customers will go to work for you
Advocate
Defend
I defend this brand if I ever
hear someone criticize it
I will stick with this brand
even if something
goes wrong
I always recommend this
brand if someone asks
I advocate for this brand even
when I am not asked
I like/rate what the brand
is saying on social media
I participate in creating
the brand’s content

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You can’t buy
commitment

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From Involved to Committed, usage of peer
and owned grow
Percent who have used each type of media to engage with their favorite brand in the last 90 days
Q15 (Paid is a net of 4 items, Peer is a net of 7 items, and Owned is a net of 6 items) by relationship level.
See Appendix for a full explanation for how the 5 relationship stages were built.
Interested Involved Invested CommittedIndifferent
Owned
55% 48% 49%
Peer
60% 53% 58%
Paid
68% 64% 60%
62% 57% 52%
76% 70% 70%
76% 65% 70%
Paid
Peer
Owned
+
+

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Learning about brands:
earned media matters
Percent who use each media type regularly
70 60 60 41 49 43 36 29 3478 67 64 61 60 58 46 42 4076 73 60 52 50 53 39 33 39
Search
engines
Television Shopping/retail
websites not
owned by
brand
The brand’s
website
News articles Social media
sites
The radio* Blogs* Magazines*
84% 74%85%
regularly use traditional*
media sources for
information about brands
Q30 (Regular Usage), (Traditional media callout is a net of 5 items: Television, News
articles, Magazines, The radio and Blogs)

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Latinos value a variety of sources
How respondents describe different sources of information about brands and products
Earned Paid Peer Owned
Most likely to
get my attention (tied)
not selected as best fit
for any of these attributes
Most likely to get my
attention (tied)
Most accessible
Most informative Most truthful & trusted
Most likely to get me to
purchase a new brand or
change my opinion
Most entertaining
Most used for new
product introduction
Most reassuring &
emotionally compelling
Q28 (Definitions for Earned, Paid, Peer and Owned can be found in the end notes)

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African-American consumers value peer media
How respondents describe different sources of information about brands and products
Q28 (Definitions for Earned, Paid, Peer and Owned can be found in the end notes)
Earned Paid Peer Owned
Most informative
not selected as best fit
for any of these attributes
Most entertaining &
Most accessible
Most truthful & trusted
Most likely to get me to
purchase a new brand or
change my opinion
Most used for new
product introduction
Most assuring
Most reassuring &

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Earning
commitment

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Brands falling short on
purpose and engagement
Relationship dimensions
51
Embodies
unique
character
49
Builds trust at
every touchpoint
40/41
Acts with
purpose
41/42
Tells a
memorable
story
45
Makes its
mark
42
Listens openly,
responds
selectively
45
45/44
Invites sharing,
inspires
partnership
Latinos and African-Americans
The average strength of each dimension
of the brand relationship
Lowest marks
Non-Hispanic
Whites
See Appendix for a full explanation of how the Index was built and of the
seven dimensions of the consumer-brand relationship.
44
36
34
39
45
38
37
32

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Top brand actions that improve the score
for acts with purpose
Relationship drivers
Modeling Q7 “acts with purpose” relationship dimension responses using Q13 “what makes a brand special” items. Within the social
sciences, an r= .30 is considered to be a moderate effect size and an r=.50 is considered to be a large effect size. Working in combination,
these drivers are even stronger and more significant predictors of higher “acts with purpose” dimension scores than they are alone. See
Appendix for a full explanation of how the relationship dimensions were scored and a description of the regression analysis.
r= correlation coefficient.
Have
a charismatic
leader I can
admire
r = .52
Be there for me
at really tough
times in my life
r = .49
Invite and
facilitate an
ongoing
conversation
with me
r = .52
Be an interesting
part of
my social media
conversations
r = .54

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for listens openly, responds selectively
Invite me
in and allow me
to play a part
r = .50
Offer highly
personalized and
responsive
customer service
r = .44
Invite and
facilitate an
ongoing
conversation
with me
r = .50
Be an interesting
part of my
social media
conversations
r = .50
Raise my
self-esteem and
make me feel better
about myself
r = .47

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for tells a memorable story
Be an
interesting
part of my
social media
conversations
r = .53
People admire
and respect me
when I use
your brand
r = .52
Raise my
self-esteem and
make me feel better
about myself
r = .52
Have a heritage
I can admire
r = .54

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Brand obligations
extend to society at large
90 86 70 63 61 5482 81 59 72 71 6577 76 62 66 69 59
Making quality
products
at a fair prices
Give employees
good jobs/fair wages
Make money
for shareholders
Solve problems in
community
in which brand
operates
Solve customers
problems
Solve problems
in society
at large
Q19 (Top 4 Box “Importance”), and Q20
89%
will not buy if a brand fails to meet
obligations directly related to its
brand/business
93% 84% will not buy if a brand fails to meet
obligations beyond its own business75%
Non-Hispanic Whites
LatinosPercent who agree it is important for brands to contribute in the following ways
African-Americans
86% 80%

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The value of supporting causes
Multicultural consumers care about
Increases in…
0 10020 40 60 80
Increased percentage of consumers who will
buy first, stay loyal, advocate and defend



Acts with purpose score
Brand relationship index score

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Earned
Brand
Enables
shared action
Committed
Consumer
Buys first, stays
loyal, advocates,
defends
CONSUMER
Purchase
BRAND
Engagement
What does this mean for
brands when engaging
multicultural consumers
As brands expand their engagement to include
shared action, consumers become more
committed and go to work for the brand.
Committed consumers influence their peers
to also take action with and for the brand,
expanding the brand’s reach and penetration.
Their peer advocacy, loyalty and buying
commitment protect the brand against disruption,
and give it a license to disrupt.
This deeper, more active consumer relationship
is the hallmark of the Earned Brand.

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What does this mean for brands?
1
Forge deeper
relationships.
Multicultural consumers are
highly invested with their
favorite brands. Tap into
insights that speak to how
they relate to your brand to
determine what actions will
move them along the
relationship continuum.
2
The multicultural
segment is here to listen.
Talk to them.
Multicultural consumers
have a greater willingness
to hear from brands.
Engaging them with
culturally relevant content
will help strengthen their
relationship with you.
3
Reevaluate
communications
channels.
Traditional media
continues to be key
for diverse segments.
When looking to engage
multicultural consumers,
consider a combination
of mediums including
print, radio and digital.
4
Shared beliefs are key.
African-Americans and
Latinos have collectivist
cultures making them more
likely to hold brands
accountable for not fulfilling
their societal obligations.
Incorporate diverse
consumers’ concerns into
multicultural consumers’
concerns into marketing
AND social purpose efforts
to ensure that brand
programing will connect
with these audiences.

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Thank You

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End Notes
Q7. Acts with purpose dimension - The statements below are
numbered from 0-5. Please indicate the highest-numbered statement
about this brand that is true for you. So, for example, if statement #3
is true for you, but not statements #4 or #5, you should mark
statement #3. Dimension is the average of the following responses: “I
am unaware if this brand supports any causes or has any social
purpose beyond making good products/services,” “Beyond offering a
good product or service, this brand also contributes to the greater
good in some way, either in how the product/service is made or
delivered, or by actively supporting social causes,” “I believe that the
brand’s greater purpose or the social causes that it supports are
important and worthwhile,” “This brand’s cause or social purpose is
something that I share and also support,” “Supporting this brand is
one way I actively support a cause I believe in,” “Because of activities
and opportunities sponsored or facilitated by this brand, I have
become even more actively engaged in the cause or social purpose
that this brand supports.”
Q9. Tells a memorable story dimension - The statements below are
numbered from 0-5. Please indicate the highest-numbered statement
about this brand that is true for you. So, for example, if statement #3
is true for you, but not statements #4 or #5, you should mark
statement #3. Dimension is the average of the following responses, “I
do not have any idea of what this brand stands for or about its
heritage,” “This brand has a story about what it stands for and its
heritage,” “I admire what the brand stands for and its heritage,” “I can
identify with the brand’s story and heritage,” “I am part of the brand’s
story. I was there at, or can relate to, key points in its history, or it has
played a meaningful role in key parts of my life,” “The brand’s story –
what it stands for and where it comes from overlaps with mine. We
share a heritage, a future and a set of values.”
Q11. Listens openly dimension - The statements below are numbered
from 0-5. Please indicate the highest-numbered statement about this
brand that is true for you. So, for example, if statement #3 is true for
you, but not statements #4 or #5, you should mark statement #3.
Dimension is the average of the following responses, “I would not
know how to go about reaching out to or interacting with this brand if I
wanted to,” “If I had something to say, I know that I could get a
message to the people behind this brand,” “This brand often gives me
opportunities to engage with it or to give it feedback and input,” “I
have communicated with this brand by sending it a message in some
way, or by submitting a complaint, suggestion or compliment,” “This
brand has responded to my communications in a meaningful way. I
feel like we have had significant interactions,” “I have ongoing
conversations and interactions with this brand. It is part of my social
circle.”

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End Notes
Q13. Still thinking of your favorite brand in this category, what is it
about this brand that makes it special to you? Using a nine-point scale
that goes from not at all important to extremely important, please
indicate how important each of the following was in building the
special relationship you have with this brand? “The quality of its
products and services are far better than its competitors,” “Its prices
are much more reasonable than its competitors,” “Using its products
and services makes my life significantly better,” “Every part of doing
business with it is so convenient and easy," “The products and
services are far more innovative than its competitors," “The products
and services are far more creative than its competitors," “The
customer service it offers is highly personalized and responsive to my
needs," “I greatly admire the charisma and personality of the person
who runs or founded the company," “I admire how it is shaking things
up and disrupting business as usual," “It is a significant source of
humor, entertainment and enjoyment in my life," “It is a significant
source of useful information and life help," “It represents, and is part
of, a lifestyle that I aspire to," “It has raised my self-esteem and
helped me feel better about myself," “I get a lot of respect and
admiration for owning and using this brand," “I admire its heritage. I
respect how it overcame challenges to achieve success," “It was
there for me at a really tough time in my life," “It helps me express to
the world something important about myself," “It seems to really
understand me as a person and what is important to me in life and not
just when it comes to the products it makes," “It seems to really care
about me as a person. It makes me feel special," “It invites me in. It
allows me to play a part in its innovation, creative or product testing
processes," “It maintains an ongoing conversation with me. It invites
and facilitates our interactions," “It enhances the bonds I have with my
friends. It is a point of mutual connection among us," “It provides a
platform or venue through which I can reach out to and connect with a
community of people," “It is a part of my social media landscape. It is
where I am and an interesting part of the conversations I am having,"
“I can always trust what it says and does," “I know that it always
makes its business decisions with the best interests of its customers
in mind," “The values and morals it stands for match my own," “It is a
force for good in the world. It is helping to make the world a better
place," “Cares about the impact of its products /services and how it
does business on me and my family," “Cares about the impact of its
products /services and how it does business in my community," “This
brand encourages me and others to review its products and services,"
“Buying the brand guarantees me that I will always have the most up-
to-date features or technology," “It allows me to customize or
personalize its products and services so they are exactly the way I
want them," “I can always find its products on my favorite shopping
websites," and “I can always find its products at my favorite stores.”

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Q14. Continuing to think about your favorite brand, and in particular,
what your relationship with that brand looks like, how well do each of
the following describe how you relate to and feel about that brand?
(Top 4 Box, Describes Me)
“Buy first and Stay loyal” is the average of, “I am one of the first to try
the new products/services of this brand when they come out," “I am
happy to pay more for this brand’s products/ services," “When I
buy/use products/services in this category, it has to be this brand," “I
will continue to buy this product even if a competitive brand is getting
better reviews," “I will continue to buy this brand even if a competing
brand comes along that is more innovative or technologically
advanced," “I will continue to buy this brand even if a competitive
brand starts using more environmentally friendly business and
production processes," “I will continue to buy this brand even if a
competitive brand started treating its workers better by giving them
higher wages and better benefits," and “I am happy to share my
personal data with this brand.”
“Advocate and Defend” is the average of, “I always recommend this
brand if someone asks," “I advocate for this brand even when I am not
directly asked for advice," “I like/rate what the brand is saying in social
media," “I participate in the creation of the brand’s media content," “I
defend this brand if I ever hear someone criticizing it," and “I will
continue to buy/use this brand even if something goes wrong with its
latest products/services.”
Q15. Continuing to think about your favorite brand, which of the
following have you done in the past 90 days? Please select all that
apply.
Paid is a net of “Saw an ad for the brand online," “Saw an ad for the
brand on TV," “Saw an ad for the brand on my phone," and “Saw an
ad for the brand on social media.”
Peer is a net of “Liked or recommended it online on social media,"
“Shared content (or a link to the content) about the brand with others,"
“Posted a positive review of the brand or its products," “I saw content
about the brand on social media," “Talked to friends and family about
the brand," “Read reviews about the brand," and “Saw something
about it on a social media site.”
Owned is a net of “Visited its web site," “Followed it on social media,"
“Attended an event or participated in a promotion that it sponsored,"
“Read the brand’s newsletter or blog," “Watched a video posted by the
brand," and “Saw sponsored content for the brand.”
End Notes

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End Notes
Q16. Thinking about each of the categories listed below, which of the
five descriptions most accurately characterizes the number of brands
in that category that you would say you like a lot to the point of feeling
a real affection for it? (Net of “A few brands,” “Several brands,” and
“Most brands”.
Q17. Please indicate how much you agree or disagree with the
following statements. (Top 4 Box, Agree) “In many cases, brands can
do more to solve social ills than governments,” “Making the world a
better place should be part of a brand’s day-to-day business activities
and DNA, and not just something it does on the side or allocates to a
small team within the company,” “Brands should just stick with
producing and selling products, and leave making the world a better
place to organizations that specialize in addressing social problems,”
and “If a company is just giving money to help make the world a better
place and not dedicating significant time, attention and corporate
resources in support of a cause, it is failing to meet its obligations.”
Q19. Brands are a part of society. Like all members of society, they
have certain obligations to the people and institutions that have
allowed them to prosper. For each of the following, please use a scale
from 1 to 9 to indicate how important it is that a brand contribute to
society in this way. (Top 4 Box, Importance) “Address problems faced by
its customers, such as discrimination or other social justice or economic
issues,” “Address problems faced by the communities in which the brand
operates or has offices, such as poverty, lack of safe community spaces,
under-funded arts programs or under-performing schools,” “Addressing
problems that are important and affect society at large, but are not directly
related to the brand’s business or business practices,” “Make good quality
products at a fair price,” “Give people good jobs at fair wages” and “Make
money for their shareholders.”
Q20. And if a brand did not fulfil the obligations listed below, would
that stop you from buying that particular brand? (Net of yes for
“address problems faced by its customers, such as discrimination or
other social justice or economic issues," “Address problems faced by
the communities in which the brand operates or has offices, such as
poverty, lack of safe community spaces, under-funded arts programs
or under-performing schools," and “Addressing problems that are
important and affect society at large, but are not directly related to the
brand’s business or business practices,” and net of yes for “Make good
quality products at a fair price,” “Give people good jobs at fair wages” and
“Make money for their shareholders.”)

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End Notes
Q28. There are different sources of information about brands and
products. For each of the following statements, please select the one
information source that it describes best. This is the information
source about brands and products that …(Earned=News or articles
posted, published or broadcast by third parties; Paid=Brands or
companies talking about themselves in advertising or other
promotions; Peer=Friends/Family/Like-minded strangers;
Owned=Brands or companies talking about themselves on their web
sites, blogs or social media)
Q30. When looking for information about brands and their products or
services, how frequently do you use each of the following types of
media? (NET of Regular Users = Regular usage, Several times a
week, or Daily); “Traditional Media” call out is a net of, “Television,”
“News articles,” “Magazines,” “The radio,” and “Blogs.”
Q31. When you want information about a brand's products or
services, what sources of information do you use? Rate each of the
following potential sources of information about a brand’s products
and services on a scale from 1-9 with 1 being a source that you would
rely upon least and 9 being a source that you would rely upon most.
(Top 4 Box, Rely on Most). (Net of “Customers of the brand”, “People
like yourself,” and “Your friends and family”.)
Q32. Thinking about the conversations you have online and offline
with friends and other people like you about brands, products and
services you purchase, what impact do they have on you? Please
select all that apply. (Net of “They help me decide which option is the
best," “They give me confidence that I am making the right choices,"
“They encourage to actually go and make the purchase once I have
made a product choice," “They help me find the best price on the
product I want," and “They help me figure out where to buy the brand
or product”).
Q33. Ad blockers are programs that remove different kinds of
advertising from a Web user's experience online. Do you currently
use any ad blockers? (Net of “Never heard of it before today but I am
curious to know more and would consider using Ad blockers in the
future," “Heard of Ad blockers and would consider using in the future,"
and “I am currently using Ad blockers.”)

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EarnedBrand2016
TechnicalAppendix
1. Methodology
2. The sample
3. How was the Edelman Brand Relationship Index built?
• How did consumers evaluate the seven dimensions of the relationship?
• How were the five levels of brand-consumer relationship determined?
• How reliable is the Edelman Brand Relationship Index?
• How did we identify the drivers that predict higher scores on each dimension?
4. About the research team

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Unless otherwise specified, all data is from the Earned Brand 2016 study. The full text of the questions referenced
in the report can be found in the End Notes. Full explanations of the Brand Relationship Index and other analyses
performed, along with detailed sample and margin of error information, can be found in the Technical Appendix.
Methodology
A Global Survey
Timing
April 7 – April 25, 2016
13 countries
Online survey in Australia,
Brazil, Canada, China, France,
Germany, India, Japan, Mexico,
The Netherlands, Singapore,
the U.K., and U.S.
13,000 respondents
1,000 per country, nationally
representative of age, gender,
and region based on most
recent country census data.
Social listening
In China, Germany, India, the U.K.,
and U.S., we listened to consumer
conversations on social media to
assess the impact of 15
recent cause-related brand
campaigns or actions.

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The sample
Earned Brand 2016
13-country global data margin of error: +/-0.9% (N=13,000), global index scores +/- 0.4 points (N=13,000). Country-specific data margin of
error: +/- 3.1% ( N=1,000), country index scores +/- 1.6 points (N = 1,000). Category specific data margin of error: +/-2.7% (N=1,286-1,546),
category index scores +/- 1.5 points (N=1,286-1,546), Millennial specific data margin of error: +/- 1.6% (N=4,050), millennial index scores +/-
0.8 points (N=4,050).
Country
Internet
Penetration
Sample Size Languages Quota Parameters
Australia 85% 1000 English Gender, Age & Region
Brazil 66% 1000 Portuguese Gender, Age & Region
Canada 88% 1000 English & Localized French Gender, Age & Region
China 52% 1000 Simplified Chinese (Mandarin) Gender, Age & Region
France 86% 1000 French Gender, Age & Region
Germany 88% 1000 German Gender, Age & Region
India 35% 1000 English Gender, Age & Region
Japan 91% 1000 Japanese Gender, Age & Region
Mexico 45% 1000 Localized Spanish Gender, Age & Region
Netherlands 94% 1000 Dutch Gender, Age & Region
Singapore 82% 1000 English & Simplified Chinese Gender, Age & Region
U.K. 93% 1000 English Gender, Age, Region & Ethnicity
U.S. 88% 1000 English Gender, Age, Region & Ethnicity
Earned Brand is an online survey. In developed countries, a nationally representative online sample closely mirrors the
general population. In countries with lower levels of Internet penetration, a nationally representative online sample will be
more affluent, educated, and urban than the general population.

MONTH DAY, 2016
How was the Edelman Brand Relationship
Index built?
1
Each respondent rated their favorite brand within three categories given to them at random from among the
18 categories examined in this research. The only stipulation placed on their brand choice was that the
brand had to be one they currently own, use or make purchases from it.
Automobile
Beer, wine, and spirits
Credit cards
Fashion
Financial services
Food and beverage
Grocery stores
Home energy management
Household products
Luxury goods
Mobile carriers
OTC medicines
Personal care
Prescription medicines
Retailers
Social media
Travel
Utilities
Product categories included in the study
What is your
favorite brand in
this category that
you currently buy
or use?

MONTH DAY, 2016
Index built?
2 Respondents gave each of the
brands seven ratings, from
zero to five, depending on how
deeply involved they were with
the brand along each of the
seven relationship dimensions.
1
Embodies
unique
character
2
Makes
its
Mark
7
Acts with
purpose
3
Tells a
memorable
story
6
Builds trust at
every touchpoint
4
Listens openly,
responds
selectively
5
Invites sharing,
inspires
partnership
How strong is
your relationship with
that brand within
each of these seven
dimensions?

MONTH DAY, 2016
The 7 relationship dimensions
Building the Index
Indifferent Interested Involved Invested Committed
Embodies
unique
character
Not much different from its
competitors
Different from many other
products/services in the category
Offers unique products/services Bigger than the products/services it
delivers--has its own unique
personality
Embodies an idea or value or
lifestyle I can relate to; helps me
express something
Makes its
mark
I buy this brand out of habit. I have
no real attachment to or affection
for it
I go out of my way to buy this
brand, even if it is not the cheapest
or most convenient
The only brand I will buy. If it is not
available, I will do without until I
can find it again
My relationship with this brand
goes beyond liking it as a product
or service
A positive force in my life. This
brand represents a lifestyle or way
of life that defines me.
Tells a
memorable
story
I do not have any idea of what this
brand stands for or about its
heritage
This brand has a story about what
it stands for and its heritage
I admire what the brand stands for
and its heritage
I can identify with the brand’s story
and heritage
I am part of the brand’s story; we
share a heritage, a future, a set of
values
Listens
openly,
responds
selectively
I would not know how to go about
reaching out to or interacting with
this brand
If I had something to say, I know I
could get a message to the people
behind this brand
This brand often gives me
opportunities to engage with it or to
give it feedback and input
I have communicated with this
brand in some way
I have ongoing interactions with
this brand. It is part of my social
circle
Invites
sharing,
inspires
partnership
Unware of what this brand is doing
or saying
I remember seeing some
advertising/promotions, and
sometimes see things about it in
the news or online
I notice and pay attention to what
this brand is saying and doing
when I see its ads, other content,
or news about the brand
I am likely to forward, share or
repost news/online content about
this brand, or share information
about my experiences with it
Has become part of my social life. I
am likely to participate in
promotions, engage with its
content online, attend its events
Builds trust at
every
touchpoint
I do not really trust this brand I trust this brand to make good
products/services at a fair price
I trust that this brand makes
business decisions with interests of
its customers top of mind
Makes all of its business decisions
with the best interests of the
broader society top of mind
I would stick by and defend this
brand even if I was disappointed, I
have faith it will correct mistakes
Acts with
purpose
Unaware if it supports any causes
or has any social purpose beyond
making good products/services
Contributes to the greater good in
some way, in how the
product/service is made delivered,
or by actively supporting social
causes
The brand’s greater purpose or the
social causes that it supports are
important and worthwhile
This brand’s cause or social
purpose is something that I share
and also support
Supporting this brand is one way I
support a cause I believe in;
because of this brand I have
become even more actively
engaged in the cause

MONTH DAY, 2016
Index built?
3 The Brand Relationship Index was
calculated by taking the average of the
seven dimension scores and multiplying
by twenty to convert the index to a 100
point scale.
The 2016 Global Brand Relationship
score of 38 represents the average
Brand Relationship Index across the
39,000 (13,000 X 3) consumer-brand
relationships analyzed.
0 - 100
((Average of seven
dimension scores) x 20)
The 2016 Edelman

MONTH DAY, 2016
How did we define the relationship
levels?
Building the Index
• A Brand Relationship Index score can vary from zero to 100. In working with the scale, we identified five
unique relationship levels. The cut-points that define each level are displayed below.
• These relationship levels were empirically determined based on two criteria. The first was a correspondence
between relationship level as determined by the Brand Relationship Index and respondents’ self-described
level of attachment to a given brand. The second was how distinct the levels were when profiled against key
marketplace behaviors of general interest to brands.
• The resulting relationship levels and cut-points represent an optimized result that captures both respondents’
explicitly stated level of relationship with a brand and their implicit level of relationship as defined by their
willingness to buy that brand first as well as to advocate for and defend it.
Strength of relationship with the

MONTH DAY, 2016
How reliable is the
Edelman Brand Relationship Index?
Building the Index
Alpha Reliability analyses were performed globally and
within each of the 13 countries. Results indicated that
the scale was reliable in every market and that all seven
dimensions tap into different aspects of the same
underlying construct – the strength of the bond between
a brand and a consumer.
Note: Alpha levels above .6 are considered to indicate
good internal reliability.
Country Alpha Reliability
Global Average .91
Australia .91
Brazil .90
Canada .91
China .91
France .92
Germany .91
India .90
Japan .87
Mexico .90
Netherlands .89
Singapore .90
U.K. .91
U.S. .92

MONTH DAY, 2016
How did we identify the drivers
that predict higher scores on each dimension?
Within this report, we highlight the top five most powerful and statistically significant drivers of each relationship dimension. A
consumer’s relationship with a brand overall and within each of the seven dimensions is fluid. It can evolve over time. Often, the
deepening of one’s relationship with a brand is associated with the emerging appreciation of certain brand characteristics that foster
and support a consumer’s greater investment in that brand. By highlighting, building and deepening their commitment to these
characteristics, brands have the power to move people along the relationship continuum.
In order to identify the brand attributes that are the most powerful predictors of higher relationship scores, we performed a series of
stepwise multiple regressions focused on those things that consumers said made their favorite brand in a category special to them.
The resulting models revealed which of those special relationship builders were the most strongly related to how respondents
characterized their relationship with that brand along each of the seven relationship dimensions. The top five drivers shown in this
report are ranked based on their beta values.
List of 35 attributes
that potentially make
a brand special to
its customers
Step 1: Pick a characteristic and put it into a prediction model.
Does this characteristic make the model stronger?
If yes, then keep it in. If not, then remove it from the model.
Step 2: Repeat step one.
Step 3: Continue this process until all 35 characteristics have been tested.
The results:
The top drivers that
predict an improve-
ment in each
dimension score
Understanding stepwise multiple regressions

Earned Brand 2016 - U.S. Multicultural Report

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