10 Least Engaging Brands, 2015 [CHART]

10 Least Engaging Brands, 2015 [CHART]

Brands are failing to keep pace with consumers’ growing expectations, according to a recent Brand Keys study. The initial release of study results revealed the brands measuring up best against their respective category ideals, with brands such as Apple and Netflix topping their lists. Now, Brand Keys has released its list of the brands that are faring 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 540 brands across 64 categories. A brand’s engagement score is the degree to which it meets expectations against a consumer-generated category-specific ideal. That ideal is itself based on path-to-purchase drivers that are distinct for each category. By ranking brands against their category ideals, the study is able to then generate cross-category rankings. Read the rest at MarketingCharts.

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