This report explores New Zealanders evaluation of the reputation of leading Kiwi brands, identifying not only what drives a positive reputation but how each of the measured brands perform. The combination of brand awareness and attributes known to improve the brand reputation are combined into a single indicator of brand reputation allowing the creation of The Brand Reputation Index [BRI].
There’s no one single element that will drive a positive brand reputation, more a combination of factors, however there is a hierarchy when it comes to the importance of these.
Within New Zealand, the most important factors in driving the overall brand reputation are:
While it’s a combination of these and other factors that ultimately contribute to the overall reputation of the brand, it’s interesting to see a difference in the top 10 evaluated brands performance across these individual metrics.
48 brands were chosen for evaluation in this first wave of research, from a variety of sectors and industries, including products and services. Over 4000 individual brand evaluations were conducted as part of the methodology to create the BRI. See if your brand featured...
Brand love is an incredible achievement as it’s much easier for consumers to like a brand, accept it within the repertorie and even purchase without competitor consultation but when you love a brand, that turns consumers into active advocates and it’s them that’s doing a lot of the heavy marketing lifting every brand wants.
Brand purpose is more than consumers understanding what the business provides or delivers, it’s showing transparency and delivering real value to customers. It’s being able to demonstrate there’s a reason for the brand to exist beyond making money.
Brand longevity is more than just being an established product or service, it’s projecting that the product or service it provides is future-proofed to withstand any challenges and will be relevant in the future.
There’s always that difficult balance in delivering quality and maintaining value for money / relevance but in relation to its role in improving a brand reputation, it’s about delivering consistency. From a consumer perspective, being known for consistency reinforces quality perceptions – whether you’re a FMCG brand or service proposition.
A commitment to CSR initiatives is more than just saying what a brand is doing, it’s now about delivering on these promises and demonstrating a broader consciousness of what’s happening in the lives of customers and the world in general.