What to make of the ‘Consumer Brand Attitudes’ index

How do brand managers know if they’re reaching consumers? One study says it has to do with brand strength. Here’s what that means.

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Data from Edelman’s Brand Relationship index show that the average global relationship brand strength is only 38 out of a possible 100 points.

For brand managers, that number is depressingly low.

Edelman should be lauded for embarking on this new territory, but the average score should be taken with a grain of salt. Clarifying the global status of how brands are viewed among today’s varying generations is helpful, but the numbers tell only one story.

The question

The index should trigger brand manager’s curiosities. Many of you are probably asking, “How does this affect me?”

Marketers worldwide will want to analyze and evaluate their scores.

Considering that the average score turns out to be just short of the invested stage, how should individual brands be scored? What steps might they take to improve their scores?

The answer

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