Edelman’s new consumer study, brandshare™, found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share their brands. Yet on average, only 10 percent of people think any given brand does it well.

brandshare measured six dimensions of sharing – shared dialog, shared experience, shared goals, shared values, shared product, and shared history – and found a link between effective brand sharing and business value.

brandshare is Edelman’s largest-ever consumer marketing study and an exploration of the evolving relationship between people and brands. It is also an ethos that advocates for putting people at the center of brand strategy and a framework for prioritizing marketing activities based on people’s interests and needs.

consumer marketing study

View the global results to learn more.

October 10, 2013 Correction: An earlier version of this infographic stated 92 percent want brands to share their history; the correct statistic is 89 percent. It also stated 89 percent want to create products with brands; the correct statistic is 92 percent.

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