2018 US Brand Relevance Index Overview

Proprietary and confidential. Do not distribute.
Introduction to the
2018 Prophet
Brand Relevance Index®
Key findings and observations

Prophet Proprietary and confidential. Do not distribute. 2
We believe that great brands
are relentlessly relevant
Relentlessly relevant brands consistently
inspire us and move us to action. They
make smart, bold moves that amaze
customers, push competitors out of
consideration, and – at times – define
entirely new categories and markets. And
they do it while remaining unwaveringly
authentic to who they are.

So we decided it was time
to introduce an index based
exclusively on customer insight.
One that could help business
leaders and brand builders
create and sustain relentlessly
relevant brands.

47,845Global consumers across 803
brands in 39 categories and the
results are in…
We surveyed

CUSTOMER OBSESSED
Indispensable to how consumers
live and work, their needs and
desires
RUTHLESSLY PRAGMATIC
Makes experiences simple and easy, is
dependable, available, practical and
consistent
PERVASIVELY INNOVATIVE
Pushes the status quo, commercializes
novel solutions, engages in creative
ways of working
DISTINCTIVELY INSPIRED
Motivates higher achievement, has a
clear purpose, trustworthy values and
is authentic
The Four Principles of Brand Relevance

Who is winning across
The Four Principles
Customer
Obsessed
Brands we
can’t
imagine
living
without
Ruthlessly
Pragmatic
Brands we
depend on
Distinctively
Inspired
Brands
that
inspire us
Pervasively
Innovative
Brands
that
consistentl
y innovate

1 2 3 4 5 6 7 8 9 10
11 12 13 14 15 16 17 18 19 20
21 22 23 24 25 26 27 28 29 30
31 32 33 34 35 36 37 38 39 40
41 42 43 44 45 46 47 48 49 50
TheTop 50 Relevant Brands in the United States US

TheTop 50 Relevant Brands in the United Kingdom
1 2 3 4 5 6 7 8 9 10
11 12 13 14 15 16 17 18 19 20
21 22 23 24 25 26 27 28 29 30
31 32 33 34 35 36 37 38 39 40
41 42 43 44 45 46 47 48 49 50
UK

1 2 3 4 5 6 7 8 9 10
11 12 13 14 15 16 17 18 19 20
21 22 23 24 25 26 27 28 29 30
31 32 33 34 35 36 37 38 39 40
41 42 43 44 45 46 47 48 49 50
TheTop 50 Relevant Brands in Germany DE

1 2 3 4 5 6 7 8 9 10
11 12 13 14 15 16 17 18 19 20
21 22 23 24 25 26 27 28 29 30
31 32 33 34 35 36 37 38 39 40
41 42 43 44 45 46 47 48 49 50
TheTop 50 Relevant Brands in China PRC

2.8 X
205 X
REVENUES PROFITS
NOTE: Based on financials for all publicly traded brands within the Top 50 in US 2017 BRI
Our study proves that brand relevance
drives growth
GROWTH FOR THE TOP 50
MOST RELEVANT U.S.
BRANDS VS S&P 500

Categories: Consumer brands in ~30
categories that represent significant
proportions of household spend and/or
time
BRAND SELECTION
Respondents rated brands on 16
attributes that define brand relevance, on
a 1-7 scale
MEASURING RELEVANCE
47,845 consumers
US 12,694 UK 11,193
Germany 10,717 China
13,241
SAMPLE
Brand Relevance Index Methodology
Brands: ~75% selected on the basis of
revenue size/growth; 25% based on other
criteria such as disruption potential (e.g.,
FinTech) or momentum/buzz (e.g., pre-
IPOs)
800 unique brands
180 global :: 620 regional
Sample representative of general
populations in each country
(Tier 1, 2, 3 cities in China)
Respondents must be active in the
category and familiar with a brand to rate
it
Survey fielded June 2018
Each respondent rated 5 brands in total
To calculate relevance scores, (T2B% -
B2B%) was calculated for each of the 16
attributes. These numbers were then
mathematically averaged to determine
the score (each attribute 1/16)

Making Moves – The Biggest Winners
+85
+79
+62
+60
+59
+56
+50
+50
+49
+48
US
Philips 113
Lyft 55
Glaceau 144
American Express 104
Discover 116
Airbnb 99
Kroger 62
Square 137
BlueCross BlueShield 101
Chevrolet 47

Making Moves – The Biggest Losers
-102
-93
-87
-82
-72
-71
-65
-61
-58
-58
US
205 Facebook
153 Starbucks
197 Snapchat
210 Bosch
131 Instagram
212 Olive Garden
190 Old Spice
142 Panera Bread
243 Aflac
106 HBO

Female MaleTop Brands
Among
Females
Top
Brands
Among
Males
1
2
3
4
5
1
2
3
4
5
Relevance Breakdown
by Segment:
Females and Males

Millennial Non-MillennialTop Brands
Among
Millennials
Top Brands
Among
Non-
Millennials
1
2
3
4
5
1
2
3
4
5
Relevance Breakdown
by Segment:
Millennial and
Non-Millennial

OVERARCHING OBSERVATIONS

1. PRAGMATISM STILL PREVAILS

Americans have always been
pragmatic – it is woven into
the fabric of our society

American consumers continue to seek brands
that consistently meet their everyday needs...

...While also gravitating towards brands that make
the complex seem insanely simple

But winning on pragmatism is
no longer enough…

2. BRANDS NOT “BORN
DIGITAL” CAN STILL
BE LOVED

For example…
#8 #16
#31
#43
#10
#22
#32
#44
#11
#26
#38
#45
#14
#29
#41
#47
#15
#30
#42
#50
#24
#39#37

Despite the proliferation of data, bits,
bytes and platforms, the brands that
truly connect with consumers are those
that innovate to broaden the role the
brand plays in their lives

3. PLATFORMS MUST
EVOLVE FROM
PROVIDING UTILITY TO
SUPPORTING PASSIONS

Traditional social media brands were among the
biggest fallers in the rankings this year
Consumers expect more from social
platforms – they want platforms to
fuel their passions
#3
 72
 102
 87 #9
#35

Spotify is not just a music streaming service,
but a place to find solutions, share ideas and
discuss music with other people who love it
too
Nintendo Switch gives gamers the freedom to have
fun – wherever, whenever – transforming a home
console into a portable system to play with or
against others

4. TRIBAL AFFILIATION
DRIVES RELEVANCE

American consumers crave connection to
communities of individuals with shared interests
From a male dominated superhero brand to
“Marvel Rising,” telling stories with characters
who feel as varied as the people in the US -
from many different backgrounds and
perspectives
Pulling communities together, while curating for “someone just
like me”
From a sneaker brand to a brand that makes
compelling campaign statements in support of
fostering community and promoting diversity

Research Partner:
Research Now SSI is the world’s leading global provider of
first-party consumer and professional data based on
extensive, proprietary market research panels. Around
this core asset of opted-in, managed data, the company
has built innovative data services and solutions that bring
the voice of the individual to the entire marketing spectrum,
from research to marketing to advertising. Research Now
SSI serves more than 5,800 market research agencies,
media and advertising agencies, consulting and
investment firms, and healthcare and corporate
customers in the Americas, Europe, and Asia-Pacific. For
more information about our range of data-driven offerings,
go to www.researchnow.com and
Atlanta – USA
3475 Piedmont Road
Suite 1650
Atlanta, GA 30305
404 812 4130
Berlin – Germany
Oranienburger
Straße 66 10117
Berlin-Mitte,
+49 30 847 107 80
Chicago – USA
564 W RandolphSt.
Suite 700
Chicago, IL 60661
312 879 1930
Hong Kong – PR China
13/F One Hysan
Avenue Causeway Bay
Hong Kong
+852 2528 0983
London – United Kingdom
10 BedfordStreet
London
WC2E 9HE
+44 207 836 5885
New York – USA
160 Fifth Avenue
Fifth Floor
New York, NY 10010
917 645 0444
Richmond – USA
1801 East Cary
Street Suite 300
Richmond, VA 23223
804 644 2200
San Francisco – USA
One Bush Street
Seventh Floor
San Francisco, CA 94104
415 363 0004
Shanghai – PR China
696 Weihai Road,
Floor 2, Suite 410,
Jing’an District,
Shanghai 200041,
+86 130 458 086 28
Zürich – Switzerland
Talstrasse 83
8001 Zürich,
+41 44 218 7810
Amanda Nizzere
Director of Marketing
Prophet
a_nizzere@prophet.com
Let’s talk.
We’d love to sit down and talk about how
you too can build a relentlessly relevant
brand.
Please contact us today:
Catherine Strotmeyer
Director of Business
Development Prophet
c_strotmeyer@prophet.com
Want to know more about Prophet or the
Prophet Brand Relevance Index�
? Please get
in touch with us at one of our offices below.

2018 US Brand Relevance Index Overview

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