POV

Social Media Brand Dependence

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.

Brand Dependence Index Debuts

In January, UTA Brand Studio launched the Brand Dependence™ Index (BDI), with new brands and categories being added to the study each quarter.

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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.

Deborah MacInnis and C. Whan Park

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.”

 

Key Benefits of Brand Dependence™

  • Provides a more accurate depiction of how people relate to brands by challenging conventional wisdom and data metrics
  • Deeper insight on how to build stronger brand connections to increase a influence and market power
  • Metrics that are easily comparable across brands, products, firms and industries
  • Offers a completely customizable, scalable approach to research for clients who want to score their own brands and gather valuable insights

BDI Video

View the Brand Dependence™ Index presentation from this year’s CES:

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Brand Studio Week in Review: CES 2014 Edition

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.