Brand Engagement Index: most engaged brands

The Brand Engagement Index®
BEI®

2Brand Engagement Index
©InSitesConsulting©ENGAGEBBDO
Prepared by: Dennis Claus, Director Brands & Conversations, InSites Consulting
Isabelle Stevens, Research Manager, InSites Consulting
For: ENGAGE BBDO
Stephan Smets T +32 2 4213035 | M +32 486 259279
Daniel Schots T +32 2 4213023 | M +32 475 485389
Michelle Stas T +32 2 4213014 | M +32 486 139140
October, 2010
The Brand Engagement Index®
BEI®


  Background

  Management & research objectives

  Methodology

  Executive summary

  Meaning of brands

  Measuring Engagement

  The four I’s

  Media exposure

  Category results
Report overview

Background: Engagement marketing

Engagement marketing
• Engagement marketing is a marketing strategy that directly
engages consumers and invites and encourages them to
participate in the evolution of a brand. Rather than looking at
consumers as passive receivers of messages, engagement
marketers believe that consumers should be actively
involved in the production and co-creation of marketing
programs.
• Engagement marketing is about being where your
customers are, have a cross channel vision on sales &
marketing, customer centricity, social marketing & creating
valuable & authentic content & conversations
• Engagement marketing is build up and measured on it’s 4
parameters: the 4 I’s : involvement, interaction, intimacy
and influence

Management and research objectives

Research objectives
•  ENGAGE BBDO’s mission is to increase sales and reinforce brand positioning by creating
Engagement between brands and their customers, and by activating them via emotional,
unique and effective brand experiences. Consumers are involved and engaged as much as
possible to really experience the brand and create an impact on brand awareness or specific
sales.
•  The outcome of this project will be threefold:
•  Master survey that measures Brand Engagement
•  Model that shows the relationship between the four I’s, Brand Engagement and business KPI’s
•  Ranking of 50 brands based on their Engagement performance
Validate the model that involvement, influence, intimacy and
interaction are important and predictive dimensions that measure
brand Engagement
Develop a research tool to measure Brand Engagement and the
related I’s.
Rank 50 brands based on their Brand Engagement score amongst
Belgian consumers.

Methodology

Methodological specifications
•  Panel-based self-reported CAWI approach
•  Invitation to fill out questionnaire via e-mail to members of online research panel
corresponding to the profile requested
•  Survey details
•  Fieldwork: 6th August 2010 – 22nd August 2010
•  Mean survey length: 17 minutes
•  Incidence rate: 65%
•  Sample composition
•  General population (N respondents = 1.296, N brand evaluations = 5.465)

Sample specifications
•  Sample composition
•  General population (N respondents = 1.296, N brand evaluations = 5.465)
Sample description (weighed) %
Gender
Male
Female
50%
50%
Language
French
Dutch
40%
60%
Age
18-24 yrs
25-34 yrs
35-45 yrs
M
6,5%
10,8%
12,6%
F
6,3%
10,6%
12,2%
Source: Eurostat 2008

Executive summary

•  We have strong statistical confirmation that involvement, influence, intimacy
and interaction are important and predictive dimensions that measure Brand
Engagement.
•  The Brand Engagement Index® (BEI®) integrates the scores on each of these four
dimensions and can be maximum 100.
•  There are very strong correlations between BEI and all business KPI’s.
•  Media exposure drives Brand Engagement. Especially brand presence on social
media and websites offer opportunities since Brand Engagement scores are higher
for people who mention that they are exposed to brands on social media. The actual
brand exposure rates through these channels are very low, which leads to the
possibility to discover and exploit these new channels for interaction
•  The highest Engagement scores overall can be allocated to brands in the telecom
category, followed by brands in the cell phone and automotive category
•  Some brands with high scores on the Brand Engagement Index:
Executive summary

•  People mainly associate the “brand” concept with products that have high value for
money. Besides this, most people agree that brands need the input of their
consumers, they have to involve their consumers. This is a strong argument to
create and implement brand Engagement programmes, since the results indicate that
people expect two way interactive communication between brands and their
consumers.
•  The main reasons why people feel engaged to a brand relate to the fact that people
have built a relationship with the brand because brands are used because of
tradition (family), which makes brand usage a habit and give people the feeling that
they are very familiar with these brands.
•  We do find significant higher Brand Engagement scores with people who are more
exposed to advertising (both above and below the line), so there is a strong
relationship between media presence and Brand Engagement.
•  We can conclude that experience and familiarity are key drivers for Brand
Engagement, but brand managers can leverage involvement, interaction,
intimacy and influence to increase Brand Engagement ans improve their KPI
scores.
Other learnings

Meaning of brands

Associations
94%
79%
74%
71%
63%
55%
51%
50%
48%
42%
39%
33%
27%
TOP 2
N =1296
People primarily associate the “brand” concept to value for money.
People also expect brands to involve their consumers. Women find brands more attractive and men especially take
into account the reliability and personal relevance of brands, that make them feel more confident.
Q:To what extent do you agree with the following statements?.

Measuring Engagement

The model
Statistics and validation
This brand is present in places that I frequently visit
This brand is very much present in my daily life
This brand succeeds in reaching me as it is present at the right place and at the
right moment
α = 0.82
I feel involved with this brand
I feel involved in the actions this brand undertakes
This brand involves me in its communication efforts
α = 0.88
This brand stimulates conversations about itself
This brand stimulates interaction with its users by organizing things that fit to
their consumer’s lifestyles
By evoking buzz (campaigns, events, etc) this brand induces a dialogue between
consumers
α = 0.85
The buzz (because of campaigns, events, etc.) about this brand triggers me to
recommend it to my peers
I would recommend the brand to others because it puts a lot of efforts in its consumers
I have recently spoken about this brand to someone
The brand has triggered me to talk about it to others
The brand allowed me to recommend it to others
The brand has triggered me to join conversations about itself
α = 0.92
α = cronbach’s alpha value = measurement of internal reliability of the scale, extent to what the
items measure the same concept (α has to exceed 0.65)
N =5465 (brands evaluated)
Involvement
Influence
Intimacy
Interaction

The model
Statistics and validation
Involvement
Influence
Intimacy
Interaction
Brand
Engagement
r² = 0,60
r² = 0,54
r² = 0,51
r² = 0,49
r² = 0,39
Brand Engagement can be explained for 60% by the four factors:
involvement, influence, intimacy and interaction. Involvement is the best
predictor of Engagement; followed by influence, intimacy and interaction.
They all have a strong, significant positive relationship with Engagement.
The remaining 40% can be explained by environmental factors (personal
or context related), e.g. experience, habit, tradition... see slide 17)
To what extent do you feel engaged to this brand?
r² = explained variance
N =5465 (brands evaluated)

The model
Influence on KPI’s
Intimacy
Involvement
Interaction
Influence
Brand
Engagement
Index
Likeability
Loyalty
Purchase
intention
Consideration
Uniqueness
r² = 0,42
r = 0,65
r = 0,64
r = 0,63
r = 0,60
r = 0,55
r² = 0,41
r² = 0,39
r² = 0,36
r² = 0,31
The BEI (Brand
Engagement Index) is a
score on 100, consisting of
the scores on the four
dimensions of Engagement
There are very strong correlations between brand Engagement and all KPI’s.
Brand Engagement can predict 31% to 42% of the KPI’s.
Likeability and loyalty can be best predicted by Engagement, uniqueness is
somewhat less predictable by Engagement towards the brand

Media exposure

Media exposure & brand engagement
= significantly higher (95% confidence level)
For all types of communication, people who had moderate or high exposure rates also have significantly higher
engagement scores. So media exposure has a positive impact on brand engagement. We also notice that high
exposure to brands on social media and also in interpersonal conversations leads to the highest engagement
scores. This also accounts for exposure to websites, so we can conclude that online communication efforts pay
lead to increased brand engagement. As exposure rates in these channels were very low, we can identify a
large opportunity for brands to create and implement an online branding strategy, using social media and
branded websites to increase awareness and engagement.
Q:On which of the following occoasions did you encounter the brands that are listed below?
BEI scores

Category results

Category results
BEI
Category level Users Non users Total
57,5 46,4 55,1
Categories Users Non users Total
63,3 48,9 54,4
63,7 48,4 61,1
53,7 45,2 53,4
51,6 43,2 51,3
55,2 44,9 54,4
54,5 35,6 52,7
57,4 41,8 54,4
63,2 44,4 56,6
64,4 51,6 62,0
55,9 44,7 50,9
Higher than overall mean
Lower than overall mean
Beste overall results for brand Engagement scores can be allocated to
brands in the Telecom industry, followed by brands in the cell phone and
automotive category

The four I’s
Telecom Beers
Cell
phones Cola’s
Salty
snacks
Financial
institutions
Automotive
Chocolate
snacks
Butters Energy

NTIMACY
This brand is present in places that I frequently visit
This brand is very much present in my daily life
This brand succeeds in reaching me as it is present
at the right place and at the right moment
Brands in the telecom category have the highest scores for intimacy (three statements)
TOP 2
% rather-totally agree

NTERACTION
This brand stimulates conversations about itself
This brand stimulates interaction with its users by
organizing things that fit to their consumer’s lifestyles
By evoking buzz (campaigns, events, etc) this brand
induces a dialogue between consumers
TOP 2
People rate brands in the cell phone and telecom category as most interactive.

NVOLVEMENT
I feel involved with this brand
I feel involved in the actions this brand undertakes
This brand involves me in its communication efforts
TOP 2
People feel most involved with brands in the telecom and financial institution category.

NFLUENCE
The buzz (because of campaigns, events, etc.) about
this brand triggers me to recommend it to my peers
I would recommend the brand to others because it
puts a lot of efforts in its consumers
I have recently spoken about this brand to someone
TOP 2
Brands in the cell phone and telecom category have the highest scores on influence statements, that mostly relate
to the extent to which people talk to others about the brands and recommend the brands in conversations.

NFLUENCE
The brand has triggered me to talk about it to others
The brand allowed me to recommend it to others
The brand has triggered me to join conversations
about itself

MOST ENGAGED BRANDS

Example of 4 I’s score for a particular category
0%
10%
20%
30%
40%
50%
60%
70%
Brand A – Brand B – Brand C – Brand D
INFLUENCE
INTERACTION
INTIMACY
INVOLVEMENT

Category results
Example of category X
BEI
Category level
Users Non users Total
63,7 48,4 61,1
Brand level
Users Non users Total
68,6 52,1 63,2
64,5 54,4 64,2
61,3 45,4 59,8
60,9 43,5 56,8
Top 3 amoung users
1.  Brand A
2.  Brand B
3.  Brand C
Higher than group average
Lower than group average
Overall scores across brands
Mean BEI overall = 55,1
Mean BEI users = 57,5
Mean BEI non users = 46,4
BRAND B
BRAND A
BRAND C
BRAND A
BRAND B
BRAND C
BRAND D


  Daniel Schots
Managing director ENGAGE BBDO
Daniel.schots@engage.bbdo.be
Tel. +32 2 421 30 23
Mobile +32 475 485 389

  ENGAGE BBDO
Scheldestraat 122
B-1180 Brussels
Belgium
info@engage.bbdo.be
www.engage.bbdo.be
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Brand Engagement Index: most engaged brands

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