Dentsu Public Relations’ Corporate Communications Strategy Research Institute conducted the “5th Attractiveness Branding Survey” targeting 10,000 consumers nationwide in June 2020. This study analyzed the components of a company’s corporate brand by dividing them into “personal attractiveness,” “financial attractiveness,” and “product attractiveness.”
This survey revealed what activities and facts about companies tend to appeal to consumers today, and how the appeal of companies is conveyed to consumers.
Reference source: Dentsu PR’s Corporate Public Relations Strategy Research Institute announces the results of the “5th Attractiveness Branding Survey” targeting 10,000 consumers (Corporate Public Relations Strategy Research Institute)
The most attractive factor that people find in a company is the attractiveness of its people. The item that appeals to me is “The company has a vision and is leading the industry.”
In this survey, 10,000 consumers were asked to rate the attractiveness they felt towards 200 companies, and the responses were categorized into “personal attractiveness,” “financial attractiveness,” and “product attractiveness.” The results were as shown in the graph below.
Reference source: Dentsu PR’s Corporate Public Relations Strategy Research Institute announces the results of the “5th Attractiveness Branding Survey” targeting 10,000 consumers (Corporate Public Relations Strategy Research Institute)
This survey has been conducted every year since 2016, and it appears that the rankings for “personal attractiveness,” “product attractiveness,” and “financial attractiveness” have remained the same for five consecutive years.
There have been many changes in the world over the past five years, but it has been pointed out that this ranking may not be affected by these changes.
“Personal attractiveness” refers to “the attractiveness of the individuals and corporations that make up a company,” and refers to things such as leadership, workplace culture, and responses to social issues.
“Financial attractiveness” refers to “the attractiveness of excellent financial performance and the systems and initiatives that support it,” and “product attractiveness” refers to “the attractiveness conveyed through products and services,” including cost performance, safety, and after-sales service capabilities. It seems to show originality.
For the fifth year in a row, the specific item for personal attractiveness was “Has a vision and leads the industry.”
Reference source: Dentsu PR’s Corporate Public Relations Strategy Research Institute announces the results of the “5th Attractiveness Branding Survey” targeting 10,000 consumers (Corporate Public Relations Strategy Research Institute)
Comparing the top five items with 2019, it can be seen that the points for all applicable items have increased from the previous year. Overall, the total attractiveness of companies has increased compared to last year.
The most attractive industry ranking is “overseas automobiles and automobile-related parts.” “Information and communication” has skyrocketed since last year
The graph below shows the 200 companies targeted in this survey, categorized by industry, and ranked by industry based on their attractiveness responses.
Reference source: Dentsu PR’s Corporate Public Relations Strategy Research Institute announces the results of the “5th Attractiveness Branding Survey” targeting 10,000 consumers (Corporate Public Relations Strategy Research Institute)
This time, the number one category was “overseas automobiles and automobile-related parts.” “Beverages,” which was number one last year, has dropped in ranking and is now number 8 this year.
On the other hand, “Information and Communication” rose rapidly in ranking. It is speculated that this is largely due to changes in demand due to people refraining from going out due to the new coronavirus.
The top source of information when feeling attractive is “direct experience of a product or service.” More than 70% of consumers took some kind of action after recognizing its appeal.
The survey also asked where people saw and heard about the appeal of the company. The result is the graph below.
Reference source: Dentsu PR’s Corporate Public Relations Strategy Research Institute announces the results of the “5th Attractiveness Branding Survey” targeting 10,000 consumers (Corporate Public Relations Strategy Research Institute)
The most common response was “real-life”, with almost half (48.6%) choosing “to experience the product/service directly”.
Furthermore, when we surveyed people about their actions after feeling attracted, we found that 73.5% of people took some kind of action.
Reference source: Dentsu PR’s Corporate Public Relations Strategy Research Institute announces the results of the “5th Attractiveness Branding Survey” targeting 10,000 consumers (Corporate Public Relations Strategy Research Institute)
The most common activity was “browsing a website” (28.7%), followed by “purchasing or using” (28.5%). Furthermore, when we analyzed the age and gender of web media research, we found that the majority of respondents were men in their 20s and 30s.
Reference source: Dentsu PR’s Corporate Public Relations Strategy Research Institute announces the results of the “5th Attractiveness Branding Survey” targeting 10,000 consumers (Corporate Public Relations Strategy Research Institute)
Reference source: Dentsu PR’s Corporate Public Relations Strategy Research Institute announces the results of the “5th Attractiveness Branding Survey” targeting 10,000 consumers (Corporate Public Relations Strategy Research Institute)
Most women in their 40s and 60s answered, “I told my family and friends.”
Reference source: Dentsu PR’s Corporate Public Relations Strategy Research Institute announces the results of the “5th Attractiveness Branding Survey” targeting 10,000 consumers (Corporate Public Relations Strategy Research Institute)