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Presentan: BRAND INTIMACY STUDY 2019. Quién es quién, en marcas globales y mexicanas

Crece el predominio de las marcas de la industria de tecnología y telecomunicaciones con la mitad del Top 10: Apple, Google, Netflix, Samsung, PayPal, Microsoft, Sony, PlayStation, Mastercard y Nike. Para los Millennials, Netflix y Google son las marcas que más emoción generan. Netflix está más asociado con el arquetipo de indulgencia, y Google al de optimización; ambas tienen un alto desempeño en el de ritual. La marca mexicana que más conecta con los mexicanos es Liverpool y se ubica en la posición 18 del ranking total.

 

Redacción / Revista GM5

editor@gm5.com.mx

México CDMX, a 13 de marzo del 2019.- MBLM México da a conocer los resultados de su estudio, en el que Apple ocupa de nueva cuenta el primer lugar como
lo hizo en el 2015 y 2018. Además de este resultado, es visible el creciente predominio de la industria de tecnología y telecomunicaciones en nuestro país, con la mitad del Top 10 dominado por estas marcas, en comparación con solo tres del año pasado. A Apple le siguen: Google, Netflix, Samsung, PayPal, Microsoft, Sony, PlayStation, Mastercard y Nike.

Brand Intimacy se define como la ciencia emocional que mide los vínculos que forman las marcas que utilizamos y amamos. De acuerdo con el estudio Brand Intimacy 2019, las marcas más íntimas continúan superando significativamente a las mejores marcas de los índices Fortune 500 y S&P en ingresos y ganancias.

Algunos descubrimientos interesantes del estudio es que Nike cayó de la posición 2 a la 10 este año, y que aparecen cuatro nuevos participantes: Netflix, Samsung, PayPal y Sony, desapareciendo de la cima: Nissan, American Express, Spotify, y Xbox. Otros hallazgos son:

* La segunda industria mejor posicionada es la de servicios financieros; le sigue la de productos de consumo.

* Las marcas de la industria de comida rápida son las que menos lograron conectar con sus usuarios; mientras que el año pasado fueron las de turismo.

* Las mujeres y los hombres comparten una afinidad por las marcas de tecnología y telecomunicaciones, con Apple como una de las mejor posicionadas para ambos géneros, Samsung en el número 3 para mujeres, y Google y Microsoft aparecen como las más emocionantes para hombres.

* En cuanto a los arquetipos, las marcas dominantes en cada uno de ellos son: Realización – Amazon, Identidad – Rolex, Optimización – Google, Ritual – Whatsapp, Nostalgia – Sabritas e Indulgencia – Holanda.

* Indulgencia continúa siendo el arquetipo de marca dominante en México, seguido de realización; dos arquetipos que también dominan el mercado de Emiratos Árabes Unidos. En EE.UU. predomina realización, el arquetipo asociado a las marcas que superan las expectativas, seguido de optimización.

* En Estados Unidos donde también se lleva a cabo el estudio, Disney es la marca que más conecta con sus usuarios, y la industria de medios y entretenimiento es la mejor posicionada, seguida de la automotriz.

* Las marcas que son parte del ecosistema de los teléfonos inteligentes generalmente superan a las que no lo son en la intimidad con sus consumidores (promedio de Brand Intimacy de 45.0).

Algunos hallazgos interesantes sobre las marcas que más conectan con los Millennials son:

* Netflix (1) y Google (2) son las marcas que más conectan con este grupo. Y aunque Netflix está más asociado con el arquetipo de indulgencia, y Google al de optimización, ambas tienen un alto desempeño en el arquetipo de ritual.

* El top 10 para los Millennials está conformado por: Netflix, Google, PlayStation, Sony, Apple, BBVA Bancomer, PayPal, YouTube, Samsung y Amazon.

* Las marcas que aparecen en este nuevo Top 10 son: Google, PlayStation, BBVA Bancomer, PayPal, YouTube y Amazon. Las que salen son: Honda, Nike, Spotify, AT&T, Microsoft y American Express.

Aquí algunos resultados de las marcas mexicanas mejor posicionadas en el estudio:

* La marca mexicana que más conexión genera con los mexicanos es Liverpool y se ubica en la posición 18 del ranking total.

* El top 10 de las marcas mexicanas lo componen:

* Las marcas que aparecen en este nuevo Top 10 conforme al 2018 son: Sabritas, Marinela, Holanda y Alpura. Las que salen son: Citibanamex, BBVA Bancomer, Axtel y Telcel.

Metodología:

Durante el 2018, MBLM junto con Praxis Research Partners, llevamos a cabo una encuesta cuantitativa en línea de 6,200 consumidores de Estados Unidos (3.000), México (2,000) y Emiratos Árabes Unidos (1,200). Los participantes fueron examinados por edad (18 a 64 años de edad) e ingresos anuales por hogar ($35,000 o más) en los Estados Unidos y en los niveles socioeconómicos A, B y C en México y los Emiratos Árabes Unidos. Se establecieron cuotas para garantizar que la muestra refleja los datos del censo por edad, género, ingresos/nivel socioeconómico y región.

La encuesta fue diseñada para entender la intensidad de las relaciones de los consumidores con las marcas y la intensidad de estas relaciones desde altamente desapegado a muy íntimo. Es importante tener en cuenta que esta investigación proporciona algo más que un mero ranking del rendimiento de las marcas y se diseñó específicamente para proporcionar orientación prescriptiva a los profesionales de mercadotecnia. Modelamos la información de más de 6,200 entrevistas y aproximadamente 56,000 evaluaciones de marca para cuantificar los mecanismos que dan forma a la intimidad a través del análisis de factores, modelación estructural de emociones y otras técnicas analíticas sofisticadas. La investigación permite a mercadólogos tener un mejor entendimiento de cuáles deben ser los pasos para construir un vínculo íntimo entre las marcas y sus consumidores. De este modo, los mercadólogos no solo entenderán dónde se encuentra su marca en una escala de desempeño, sino también aprenderán a fortalecer ese desempeño en el futuro.

Sobre MBLM:

MBLM es la agencia creadora de Brand Intimacy. Ofrece servicios enfocados en tres áreas: agencia, laboratorio y plataforma. Con oficinas en siete países, sus equipos multidisciplinarios ayudan a sus clientes a crear vínculos más sólidos con sus audiencias, a optimizar sus resultados de marketing y a obtener rendimientos a largo plazo. Brand Intimacy es el único estudio que combina conocimientos centrados en el cliente, principios de neurociencia y análisis económico para comprender cómo se conectan las marcas y las personas.

Si quieres conocer el informe completo y descubrir otros datos interesantes utilizando diferentes herramientas que ofrece el estudio, visita: http://mblm.com/lab/brandintimacy-study/.

 

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