Consumers have higher emotional expectations from brands than ever before, according to a recent Brand Keys study. The initial release of study results last month showed the best-performing brands in terms of measuring up to their category ideal, with brands such as Apple, Amazon and Netflix topping their respective categories. Now, Brand Keys has released its list of the brands that are performing the worst on this measure.
As part of its study, which was based on a proprietary survey-based method, Brand Keys assigned a percentage score to 555 brands across 64 categories. This brand engagement score is defined as “the degree to which a brand is seen to meet the expectations hold for the Ideal in the category.” In other words, consumers might have different emotional expectations for an auto brand than a smartphone brand. By ranking brands against their category ideals, the study is able to then generate cross-category rankings. Read the rest at MarketingCharts.