The power of social responsibility for brand equity

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Category Correlation of Socially Responsible to Admired
Differences
0.70
0.60
0.50
0.40
0.30
0.20
0.10
0.00

Page 4

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The power of social responsibility for brand equity

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4. Category Correlation of Socially Responsible to Admired Differences 0.70 0.60 0.50 0.40 0.30 0.20 0.10 0.00 Page 4

5. Brands that Score High in Both Social Responsibility and Admired Differences United States 100 Leadership Niche or Unrealized Potential Apple Mass Market Bose Microsoft Google Disney National U.S. Marines Geographic Amazon.com Hallmark Nike Coca-Cola Lego New, Unfocused or Unknown 0 0 Commodity or Eroded 50 Brand STATURE (Esteem & Knowledge) 100 Brand STRENGTH 50 (Energized Differentiation & Relevance) Brand STRENGTH (Energized Differentiation & Relevance) 100 The Weather Channel Crayola Samsung Leadership UPS The Mayo Clinic Mass Market Johnson & Johnson 95 95 100 Brand STATURE (Esteem & Knowledge) BAV Consulting: BAV USA All Adults SH12-FH13 Page 5