BEAUTY CARE

GfK: Brands considered ‘best friends’ boast 3x more positive word of mouth and 2.5x the recommendations

BY Michael Johnsen

NEW YORK — GfK Consumer Experiences North America on Thursday released its GfK Brand Benchmark Study, which assessed US consumers’ relationships with hundreds of products and services in 48 categories, and found stark disparities in what different generations value in a brand. For example, while both Generations X and Y value a product’s functionality, Gen Y also cares strongly about a brand’s image and notoriety. 

“It is essential for brands to create positive and memorable experiences to build strong consumer-brand relationships," stated Jo-Ann Osipow, EVP of GfK’s Brand and Customer Experience team. “Our study shows that negative or even casual brand relationships result in low market share and low price premiums. Bolstering a brand’s reputation as having the qualities of a true friend – with a clear understanding of customers’ needs and a presence in their social world – can be a win-win for both marketer and consumer.”

GfK has also found that brand relationships can translate directly into revenue. Brands thought of as "Best Friends" enjoy a share of wallet up to several times greater than average.

Best Friend connections — one of the most desirable brand relationships — can be found in diverse categories, from food and beverages to cosmetics. To be a Best Friend, a brand needs to be seen as trustworthy, understanding of consumer needs, reliable, and committed. Brands considered Best Friends by 20% of category users have an average of five times the share of wallet of brands with less than 10% Best Friends. Further, high-ranking Best Friend brands have three times more positive word of mouth and 2.5 times the recommendations, compared to those with low Best Friend rankings.

By contrast, Star and Guru relationships require that a brand be perceived as being of superior quality, unique and more visible than other brands. Buzz is key for this relationship type. Star and Guru relationships drive not only high market share, but also premium pricing. Brands that are seen as Stars by over 5% of category users achieve an average of three times more share of wallet compared to brands with a Star rating under 2%. They also receive three times as many recommendations from customers, and have six times as many consumers calling them “favorite brands.” 

The study shows that Gen X – dealing with the multiple demands of family and career – respond to brands in a pragmatic way, seeking out products that meet needs and help them gets things done faster. They focus on quality more and style/design less compared to other generations: over 90% equate product quality with value, while fewer Gen Y consumers make that connection.

Based on online surveys among 17,000 consumers, the GfK US Brand Benchmark study yielded results for the total market (ages 18 to 65), Generation X (35 to 48), Generation Y (18 to 34), and Baby-Boomers (49 to 65), in addition to other demographic sub-groups. The categories included packaged goods, technology/telecom, automotive, retail/restaurants, hospitality, media, financial services and government.

 

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Actress Alison Sweeney named new face of Arm & Hammer oral care

BY Antoinette Alexander

PRINCETON, N.J. — Arm & Hammer Oral Care has teamed up with actress Alison Sweeney, who will appear in the brand’s advertising, public relations and digital media campaigns.

Best known for her starring roles on the TV shows, "The Biggest Loser" and "Days of our Lives," Sweeney inked a two-year deal with the brand and will also help introduce a series of new products to the brand’s oral care portfolio. The partnership marks the brand’s first ever celebrity spokesperson.

"We could not be more proud to welcome Alison Sweeney into the Arm & Hammer Oral Care family," stated Tim Seitter, VP oral care marketing for Church & Dwight Co. "As a well-known actress, loving mother, and fitness enthusiast, Alison truly represents all characteristics of the Arm & Hammer woman and we look forward to seeing Alison – and her radiant smile ­– represent our brand."
 

 

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Salon Grafix goes big with new ‘Play it Big!’ hair care collection

BY Antoinette Alexander

AUBURN HILLS, Mich. — Hair care brand Salon Grafix has officially announced the launch of its new Play It Big!, a collection of hair products.

Launching in early 2014, the new collection aims to set a new standard for daily glamour. Each product is enriched with a keratin protein complex to help strengthen hair while providing volume and body. Play It Big! hair sprays have a micro-mist diffuser cap that provides a salon-like misting application.

 “Play It Big!’s daily regimen positioning could potentially increase the way a woman looks at using hair spray and boost the usage of the whole category,” said Lisa Yarnell, CEO of Continental Consumer Products. “Because of its keratin protein complex, women can now use a hair spray every day to deliver high performance and big results.”

The new collection includes three hair sprays and four dry shampoos with a hint of color. There’s the Play It Big! Touchable Hold Hair Spray, a volumizing hair spray that gives lift and hold while maintaining touchable flexibility; Play It Big! Shaping Hair Spray, which is a fast-drying hair spray that leaves hair manageable while also offering moveable body and styling hold minus the static; Play It Big! Firmer Hold Hair Spray, a super strong, anti-static extreme hair spray for long-lasting hold and humidity-resistant benefits minus the residue; Play It Big! Dry Shampoo, which is available in four shades — brown, blonde, black and clear. These waterless cleansers refresh hair and provide instant fullness, while also adding volume boost.

"We’re very excited about this launch. According to IRI syndicated information, the sales of volumizing hair sprays are up over 7% year over year. This indicates promising growth potential," said Arnisha Hallett-Jones, VP marketing for Continental Consumer Products.

In addition, the company has a display and merchandising program for the launch. Newly appointed VP sales, Richard Cocco, stated, “We have exciting plans at the retail level for Play It Big! to ensure the launch is successful including in-store displays, instant redeemable coupons and ongoing support to keep the momentum going."

 

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