Earned Brand 2016


The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.

The Edelman Brand Relationship Index is the first-ever measure of the strength of the relationship between consumers and brands. Survey respondents evaluated seven dimensions of their relationship with a favorite brand by selecting one of five statements that best describes the relationship. The resulting index score, on a scale of 0-100, is an average of the seven dimensions.

Click here to explore global results and the Edelman Brand Relationship Index below to display index scores by country, brand category, or a combination of both.

Our first-ever Multicultural Earned Brand report includes an oversample of U.S. multicultural audiences (African American and Latino) and explores the unique ways they interact with brands.

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Embodies unique character
Makes its mark
Tells a memorable story
Listens openly, responds selectively
Invites sharing, inspires partnership
Builds trust at every touchpoint
Acts with purpose
Edelman Brand Relationship Index
Indifferent 0-6 I may buy/use your product, but I don’t really put much thought into it.
Interested 7-26 I know a little about you, beyond your product. I am making an educated choice.
Involved 27-43 Given a choice, I would pick your brand. I appreciate what you stand for.
Invested 44-69 We share common values and see the world in a similar way.
Committed 70-100 We do things together and for each other. We share a past and a future.

Earned Brand Perspectives

How Brands Can Disrupt

The 2016 Edelman Earned Brand study identifies and quantifies a new territory for marketers that can augment the classic purchase funnel — where committed consumers themselves will drive new and repeat sales as they advocate for and defend a brand against these kinds of disruptions.

Why Brand Relationships Matter

It’s not just about purchase. More and more, marketers are focusing on an increasingly important form of brand equity: the strength of the relationship a brand has with its consumers.

Building A Better Consumer-Brand Relationship

So what is it about some brands that allows them to create such a strong bond? We asked 13,000 consumers around the world what it is that makes their favorite brand special to them.

Thank You, Brands

As Edelman’s 2016 Earned Brand study shows, people love brands the way squirrels love nuts. In other words: a whole lot.

Is Measurement Keeping Up?

Marketing used to be simple: Attention, Interest, Desire, Memory, Action. The more we advertised, the more awareness and liking we gained, which eventually resulted in sales.

When Brands Take A Stand

We live in a world of growing and extended expectations for brands. Six in 10 citizens believe doing good should be part of a brand’s DNA, beyond its everyday business and best operations practices.

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