Which social media brands do US consumers feel they can’t live without? That was the question we explored in Brand Studio’s latest wave of Brand Dependence research. Partnering once again with our friends at uSamp, we surveyed 2,006 US adults 18+ and had them evaluate 15 popular social media brands using the Brand Dependence methodology. Brand Dependence measures how strong of a connection people have to a brand (brand-self connection) as well as how easy their thoughts and feelings about a brand come to mind (prominence). The combined metrics result in a Brand Dependence score that ranges from 0 to 100.
Facebook (43), Instagram (42), YouTube (39), Pinterest (38) and reddit (38) had the strongest scores overall. However, the scores shifted a great deal when filtered by gender, age and household income. For example, men scored Snapchat, reddit and vine significantly higher than women, whereas women scored Facebook and Pinterest much higher than men.
In January, UTA Brand Studio launched the Brand Dependence™ Index (BDI), with new brands and categories being added to the study each quarter.
Developed in an exclusive partnership with uSamp, Brand Dependence™ is a quantitative research methodology built upon pioneering academic work on brand attachment by Deborah MacInnis and C. Whan Park, at the USC Marshall School of Business.
Along with colleagues at other academic institutions around the world, Deborah MacInnis and C. Whan Park, both professors at USC’s Marshall School of Business, are the creators of the pioneering quantitative research methodology used in UTA Brand Studio’s Brand Dependence research.
Traditional brand equity metrics include awareness, familiarity, favorability, and credibility. Brand Dependence™ actually considers how people see brands as relating to themselves—being part of their own identity, sharing their values and beliefs. When coupled to traditional metrics, BDI provides powerful insights on how to make a brand indispensable to consumers, employees and investors.
Inaugural BDI Findings
Laurence Vincent, UTA Brand Studio founder and executive director, unveiled the inaugural BDI during a presentation entitled “The Story of Attachment” at the recent International CES in Las Vegas, as reported by re/code. This index focused on technology and consumer electronics and revealed that Microsoft and Samsung topped the list of technology brands that consumers relate more to themselves and say they “can’t live without.”
As we do every week, Brand Studio staffers messaged one another from planes, trains and automobiles to share the most interesting brand-related stories of the week. Here’s what piqued our attention this week.
As we do every week, Brand Studio staffers canvassed miles of square feet to track down some of the most interesting, but perhaps overlooked, stories related to brands. This week we were at International CES in Las Vegas, so we decided to focus all of our discussion on consumer technology brands.
As we do every week, Brand Studio staffers made a list and checked it twice to serve up some of the most interesting brand-related stories we could find. To close out the year and ring in the holiday season, we focused all of our findings on the work of spirits brands.