People wouldn’t care if three quarters of brands disappeared: Survey

Survey says tech brands are ones considered to be the most ‘meaningful’

PUBLISHED : Thursday, 02 February, 2017, 4:07pm
UPDATED : Thursday, 02 February, 2017, 4:07pm

By Lucy Handley

Can 300,000 consumers be wrong? A new survey claims that many brands could disappear and the public wouldn’t mind.

Advertising company Havas Group’s “Meaningful Brands” report shows that people wouldn’t care if 74 per cent of brands they use vanished, and they also say that 60 per cent of the content produced by companies is poor, irrelevant or failing to deliver.

Havas Media Group global managing director Dominique Delport told CNBC that people’s rejection of brands is due to too much communication.

“We have an overload of brands, opportunities, so people can switch very easily and… too much communication, kill communication, so you need to be meaningful for people,” he said.

The Havas study shows that 75 per cent of those surveyed expect brands to “make more of a contribution to our wellbeing,” yet only 40 per cent think brands are doing so.

The report also produced a ranking of the most meaningful brands, with Google, PayPal, WhatsApp, YouTube, Samsung, Mercedes Benz, Nivea, Microsoft, Ikea and Lego making up the top 10.

“I really think that if you look at all these tech brands, they are at the top of the ranking, why, because they make my life easier, basically and they are quite free. All these apps are nearly free to download, providing great services,” Delport added.

Delport defined a meaningful brand as one which functionally works, is value for money and makes someone’s life easier, as well as considering the impact it has on a community. Havas looked at 1,500 global brands, getting feedback from 300,000 people in 33 countries.

A separate study by consultancy Brand Finance, also released this week, claims that Google is the most valuable brand in the world, rising from US$88.2 billion in 2016 to US$109.4 billion. Google has overtaken Apple, which now has a brand value of US$107.1 billion, down 27 per cent on last year.

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