The news comes just after the international brand debuted a new ad at the Oscars which trailblazes women athletes with a moving narration from Serena Williams.
The survey, which questioned 1,000 participants between the ages of 18 and 65 on what makes for a winning brand, also found Tesco’s ‘Every Little Helps’ and McDonald's‘I’m Loving It’ were close contenders.
Nearly half [44.65%] of respondents felt these taglines made them feel either happy, inspired or motivated, demonstrating the brands’ capability to engage emotionally with consumers.
Interestingly, when questioned on what initially attracts consumers to a brand, a third of respondents opted for the quality of the associated product or service, closely followed by brand values.
On discussing the research, Gayle Carpenter, Managing Director of Sparkloop, said: “The survey results are extremely interesting and highlight the importance of a holistic approach to creating a brand. So many businesses focus on both the brand name and logo, whilst forgetting about the importance of refining product or service, and how this is promoted or positioned successfully through brand culture, values and their communications.”
Other key take-outs from the survey include:
· Nearly half [48.9%] of respondents believe that quality product or service offering creates brand loyalty, followed by brand values [21%] and brand culture [17.9%].
· 34% of respondents advised their reason for brand loyalty changes depending on the industry sector.
· A massive 65% of respondents advised that they either rarely or never engage with brands via social media.
Gayle added: “Successful brands, like Nike, have something very much in common. Although they initially focus on their product or service, they work hard to create a brand movement, attracting a key demographic, who believes in the brand’s values, culture and communications.
“Although the Social Media stat may appear surprising, it’s important to remember that we now live in an extremely tech-focused and digital age, which means brands have a greater opportunity to think about a holistic brand strategy and how best to engage with consumers across many different channels aside from Social Media.”
Founded in 2004, Sparkloop has successfully delivered bespoke design and communication strategies for brands and businesses for 15 years where key clients include Red Bull, The Prince’s Trust and Checkatrade.
Founded by design and branding specialist, Gayle Carpenter, the firm is headquartered in Camden, London with regional offices in Bath.
To find out more visit http://sparkloop.com/.
"Although the Social Media stat may appear surprising, its important to remember that we now live in an extremely tech-focused and digital age"
Gayle Carpenter, Managing Director
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