品牌与消费者信任报告

A three-in-one report summarisingthree significant studies into trustand brands. 20thOctober 2015 Commissioned by national brandassociations in Europe and AIM,the European Brands Association. Cover image: Frederick W. Glasier, American, 1866-1950Maude Banvard, The Catch, Brockton Fair,Massachusetts, 1907Black and white photograph, copy from glass platenegative, 8 x 10 inches Negative Number 253Collection of The John and Mable RinglingMuseum of Art Archives The commissioning brand associations thank theauthors of each of the three reports summarised here: More Gain Solutions and IIHD David MorganDr Jörg FunderProfessor Shyda Valizade-Funder Europanel Dr Oliver KollRichard HerbertMaria KreuzerRobert Wade Europe EconomicsAndrew LilicoStefano Ficco ConsumerTrust inBrands The commissioning brand associations: Europe:AIMAustria:MarkenartikelverbandDenmark:DLFFinland:ETLFrance:ILEC / ProdimarquesGermany:MarkenverbandItaly:CentromarcaNetherlands:FNLINorway:DLFSpain:PromarcaSweden:DLFSwitzerland:PromarcaUnited Kingdom:British Brands Group Contact details for the authors and the brandassociations are provided at the end of this report. Foreword Read about brands and you read about trust. Trustis integral to all successful brands, underpinningconfidence and influencing our preferences andloyalty. However, just because it is integral does notnecessarily mean it is well understood or, indeed,effectively managed. A number of factors prompted the British BrandsGroup to join with AIM (the European BrandsAssociation) and other national brand associationsto commission a study into people’s trust in brands,what drives it and what impact it has. AIM’s guidingstrategic vision is “Sustainable growth throughtrusted brands”, making it a core area of interest.There is public policy interest in the relationshipbetween brands, innovation and growth, includingthe part played by trust. Finally there is a competitivedimension, with branded products winning oversupermarket private label products when trust in thebrand is high. Andrew McCarthy Chairman, British Brands Group Notwithstanding these catalysts, trust is becoming anever-more important and universal theme. Corporatebehaviour is under scrutiny like never before,with recent scandals in some sectors blamed forundermining and reducing trust in business generally.Meanwhile social media gives a potentially powerfuland immediate voice to the individual and the many,introducing a new level of transparency, scrutiny andaccountability on how companies interact with thosewho buy their products. In our study we set out to understand better thecreators and destroyers of trust, the implications forindividuals and company performance and the effecton wider economic performance. While the study has been underway there have beensome notable studies published that reinforce therelevance of the theme we wished to investigate: •Edelman’s annualTrust Barometerfound thatnearly two thirds of respondents refuse to buy fromcompanies they do not trust and almost as manywould criticise them to a friend or relative. How-ever, 68% would recommend a trusted company toothers, a finding echoed in our own work; To do this we adopted a three-phase approach:reviewing current thinking through desk research;commissioning original research into people’sattitudes and actual transactional behaviour in specificfast-moving consumer goods (FMCG) categories; andbringing an economic perspective to the findings, toassess the extent to which they reinforce or contradictcurrent evidence on the relationship betweenbranding and such factors as growth, productivity,employment and export performance. •a World Economic Forum report,The evolution oftrust in business: from delivery to values, highlightsa mismatch between what business thinkstrust is about and people’s expectations. Whilebusiness may think the performance of productsis paramount, the public expect something more.A common understanding is called for to alignexpectations more closely, arguing for a businesscase based on data and closer communicationbetween the public and business on the nature of‘trust’; In our study we setout to understandbetter the creatorsand destroyers oftrust, the implicationsfor individuals andcompany performanceand the effect onwider economicperformance. In this report we present summaries of each of thesethree phases, giving links to the full documents forthose who wish to delve deeper. We hope you find thiswork insightful and valuable in bringing more light toa subject that is relevant to the welfare of us all, to theongoing health of brands, to business success and tothe performance of the wider economy. •KPMG undertook a top-of-mind survey with seniorexecutives in the consumer goods sector for theConsumer Goods Forum. In its reportTo stand stillis to fall behind,the need to engender consumertrust was identified as a top priority second only tothe achievement of top-line growth, with a third ofrespondents identifyi