Wunderman, New York City, last week unveiled the top “experience brands” based on consumers’ live interactions with brands. The agency surveyed 10,000 consumers about their use of 1,993 brands (in 190 product categories) to tabulate the “Wunderman Brand Experience Scorecard.” Topping the list are Saturn, Gateway, Wal-Mart, Palm, and Costco. (The losers include banks, car rental and cable companies.)
“Companies are starting to realize that building brand loyalty has less to do with traditional brand imagery and everything to do with frequent, customized one-to-one communication and interaction with customers about their specific needs,” says Wunderman ceo Daniel Morel.
Wunderman found that consumers tend be more loyal to (and will pay a premium for) brands that provide a better overall experience. Consumers say the most important aspects of brand experience are performance, treatment of users, and community among users. Wunderman will survey consumers in Europe and Latin America next year.
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