2019年品牌相关指数调查报告

1、与消费者保持密切联系需要什么？Prophet调查了 12200名英国消费者，询问他们哪些品牌与他们的生活最相关以及为什么。结果既惊人又直观。今年和英国人生活最息息相关的品牌是NHS，Spotify和Netflix。但是，按性别划分，排行榜又有一些差距。对英国女性来说，最具相关性的品牌是Netflix、NHS、苹果、乐高和Fitbit ；对男性来说，最具相关性的品牌是Spotify、NHS、Play Station。英国脱欧难题仍在继续，英国人对本土品牌将面临的问题进行了大量的猜测，例如，欧洲的 消费者可能会抛弃英国品牌以抗议英国脱欧带来的经济和社会动荡。但调查结果表明，今年 英国消费者正在放弃

2、他们知道和信任的品牌。在过去三年中，英国品牌的成功程度逐渐下降, 许多品牌退出了排行榜前 50名，但在2019年又出现了复苏趋势。英国品牌因饱受争议而闻名于世。今年最具相关性的英国品牌排行榜上最大的攀升者之一也 是一个标志性品牌，多年来经历了坎坷，但已经克服了挑战，成为英国最大的汽车公司。调查发现，最具相关性的品牌有一些共性。首先，他们都有明确的、真实的目的。它们具有 连通性，甚至超越了连通，创造了一种社群的感觉。他们以两种速度创新，一种是让明天比 今天更好，另一种是将消费者带到未来。在某些情况下，它们帮助人们理解社会变革。另一 些情况下，它们提供了一种从日常生活中解脱出来的机会。这一切都专注

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