Here you will find the Financial Services brandshare results. Edelman's second annual brandshare study revealed brands are failing to develop mutually beneficial relationships with consumers.
For more information, visit: http://edl.mn/1sOyg1O
6. 6
RATIONAL
FINANCIAL SERVICES SECTOR LANDS
AT THE BOTTOM OF THE BARREL
Q22: Thinking about each of the following categories, would you
say that when brands in that category ask for your personal
information they provide you something tangible in return, or that
they just use your personal information for their own financial gain?
To provide you something tangible in
return
Their own financial gain
Do companies in each of the
following categories ask for your
personal information for…
Food
Consumer Health
Household Goods / Packaged Goods
Retail
Tech + Electronics
Soft Drinks + Coffee
Telecommunications
Auto
Beer + Spirits
Energy
Financial Services
7. 30%
RESPONSIVENESS INVOLVEMENT
7
FINANCIAL SERVICES
FINANCIAL SERVICES OUTPACING IN RESPONSIVENESS
AND CONVICTION
*NOTE: The pillars are defined by 2-4 brandshare behaviors, detailed on the next slides
25%
20%
15%
10%
CONVICTION
FINANCIAL SERVICES PACESETTER AVERAGE
FOOD & SOFT
DRINKS + COFFEE
FINANCIAL SERVICES
-7% PT.
GAP
-3% PT.
GAP
FINANCIALSERVICESVS. AVERAGEVS.PACESETTERSECTORPERFORMANCEON PRIORITYPILLARS*