These are slides from a presentation I gave at International CES 2014. They highlight findings from a recent quantitative study of 5,000 US consumers, fielded by UTA Brand Studio and uSamp.
Cybersecurity Awareness Training Presentation v2024.03
The Story of Brand Attachment and Technology
1. January 7, 2014
The Story of
Attachment
Making tech brands more a
part of consumer identity
presented at
International CES
#BrandDependence
@TheBrandStudio
2. The Story of Attachment
Why I wrote Brand Real:
Too much emphasis
on brand identity;
Not enough emphasis
on brand behavior.
@lvincent
2
3. The Story of Attachment
Positions vs. Promises
Position
Promise
Claims
Behavior
EXPERIENCES
EXPECTATIONS
Consumer
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Brand
3
12. The Story of Attachment
Relationships
Infatuation
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13. The Story of Attachment
Quote
WOW!!! What more can I say!
I've lusted over this camera for
most of this year and finally
pulled the trigger as an
extravagant early holiday
gift to myself.
Amazon.com review of Fuji X100S
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14. The Story of Attachment
Relationships
Commitment
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16. The Story of Attachment
Relationships
Identity
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17. The Story of Attachment
Connecting beliefs and brands
BELIEF
SYSTEM
BRAND
CULTURE
BRAND NARRATIVE CYCLE
BRAND
AGENTS
NARRATIVE
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18. 71% of US consumers agree:
“I make it a point to buy
brands from companies
whose values are similar
to my own.”
— Young & Rubicam, 2010
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19. The Story of Attachment
Psychological underpinnings
Self
Actualization
Ego
Social
Security
Physical
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20. The Story of Attachment
Relationships
Identification
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21. The Story of Attachment
NIKE’S PROMISE
To bring inspiration and innovation
to every athlete in the world.
@lvincent
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22. The Story of Attachment
Brand Attachment
High Prominence
ATTACHED BRAND
Low Prominence
Ignored Brand
A lot
like me
Respected Brand
I never Now that
think
I think
about it about it
Disconnected
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SIGNS OF ATTACHMENT
Brand-Self Connection
Averse Brand
The
opposite
of me
A LOT LIKE ME
Connected
People see the brand as being a lot
like themselves; sharing their values.
Prominence
Thoughts and feelings about the
brand come to mind automatically;
requiring very little conscious effort.
30. The Story of Attachment
Let’s measure
5,000 US consumers 18+
25 consumer technology brands
Field work early December, 2013
Statistically representative of the
general US adult population
Each respondent was familiar
with the brands evaluated
@lvincent
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31. The Story of Attachment
Overall, low attachment
AVERSION
ATTACHMENT
-100
+100
Mean score for corporate
tech brands studied:
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+15
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32. The Story of Attachment
Two Brand Dependence scores
INTENSITY
All things being equal, measures
the relative attachment to a brand
in terms of brand-self connection
and prominence.
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IMPACT
Weighted attachment score that
considers each brand’s level of
familiarity in the population.
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33. The Story of Attachment
Brand Dependence™
Selected technology brands ranked by Intensity
1
2
3
4
5
Samsung
Microsoft
Google
Sony
Apple
+21
+21
+19
+18
+18
6
7
8
9
10
Asus
LG
HP
Dell
Toshiba
+18
+17
+16
+15
+15
@lvincent
34. The Story of Attachment
Brand Dependence™
Selected technology brands ranked by Impact
1
2
3
4
5
Microsoft
Google
Samsung
Sony
Apple
+20
+19
+18
+16
+15
6
7
8
9
10
HP
LG
Dell
Toshiba
Motorola
+14
+14
+13
+11
+8
@lvincent
35. The Story of Attachment
Range of dependence scores
AVERSION
ATTACHMENT
-18
Apple
18
19
-12
Google
-16
Dell
54
51
15
46
Microsoft
-10
21
52
Samsung
-10
21
52
-17
HTC
Kyocera
13
-17
Sony
43
11
3
-16
45
15
-16
-23
44
17
-13
Nokia
46
16
-11
Toshiba
48
18
-12
LG
@lvincent
18
-11
HP
Motorola
43
-11
Asus
Blackberry
44
13
38
30
10
36
38. The Story of Attachment
Means matters
Household Income
Under $50,000
Baseline: All Incomes
1
2
3
4
5
Samsung
Microsoft
Google
Sony
Apple
@lvincent
+21
+21
+19
+19
+18
1
2
3
4
5
Microsoft
Samsung
Asus
Google
LG
Household Income
$50,000 or greater
+22
+21
+19
+19
+18
1
2
3
4
5
Apple
+22
Samsung
+20
Google
+20
Microsoft
+20
Sony
+19
39. The Story of Attachment
A brand for cultural creatives
@lvincent
41. The Story of Attachment
Quote
The Dowager Brand
“ Despite the inroads made against
its position, a dowager brand is
likely to enjoy elevated, although
perhaps slipping status among its
competitors”
Defending the Dowager:
Communication Strategies for Declining Main Brands.
Sidney J. Levy and Dennis W. Rook
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47. The Story of Attachment
Managing attachment
Brand-Self Connection
Enticement
Enablement
Sensory or aesthetic pleasure
that results from brand
experiences
Sense that we have more
control over our environment
and are better able to achieve
goals as a result of the brand.
@lvincent
Enrichment
Symbolic and sometimes
spiritual meaning of brand—a
connection to our identity that
can be privately enjoyed or
publicly expressed
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48. The Story of Attachment
Drivers of top 5 brands
8%
Samsung
2%
Enablement
Enticement
Enrichment
-10%
3%
Microsoft
3%
-6%
6%
Google
4%
-10%
-0%
Sony
7%
-7%
1%
Apple
8%
-9%
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49. The Story of Attachment
Implications
Brand Dependence has a big influence on many
behaviors related to brands
Brand Dependence is a leading indicator that can help
managers develop a relationship with consumers
beyond product introductions and innovation
The technology category has more work to do in
fostering strong brand attachment
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