MELBOURNE: ABC, the Salvation Army, and Bunnings, all excel at commanding loyalty among Australian consumers, according to a report.
The '2010 Be Brands' report, conducted by brand consultancy Bastion Brands, surveyed more than 1000 brand to assess customer connection and loyalty, instead of brand awareness.
The Salvation Army, Collingwood FC, Bunnings, Virgin and ABC, all outperformed rivals because consumers felt the brands made them feel a part of a clearly articulated experience. Google and Apple also performed well.
Bastion Brands co-founder, Simon Hammond, said: “People name the likes of Qantas, Telstra, Coke, and McDonalds out of sheer presence in the market, but when asked, either they can’t articulate what they stand for or the brand doesn’t deliver a belief consistently. This points to the difference in awareness and loyalty.
“The great brands have a clearly understood belief, they enjoy a strong sense of belonging from their followers and they dramatically affect behaviour.”
The report also cites the Catholic Church, bike gang the Hell’s Angels and surfing organisation the Bra Boys as top Australian brands, because of the loyalty of their followers.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.