凯络2024品牌情商报告（英文版）

Brand EQ32 0 2 4 E D I T I O NBrand EQ3 2024 Edition2ContentsWelcome to Brand EQ3 2024• An introduction to emotional intelligence • Why emotional intelligence is important to modern brand building • Brands really can be emotionally intelligent • Key Brand EQ findings summarized• Solving the cost of marketing crisis with Brand EQ Brand EQ - the foundations • How we define Brand EQ • Expanded scope for Brand EQ3 2024 • Brand EQ3 2024 rankings • Methodologies - further innovation for Brand EQ3 2024• Brand EQ3 2024 is the fourth report in this series • Making Brand EQ actionable in media planningHeadline findings and case examples • Finding 1: Brand EQ pays back: the most emotionally intelligent brands continue to grow faster • Finding 2: Brands increase EQ levels when they create value for people • Finding 3: Technology continues to have a human face • Finding 4: There are different routes to a high Brand EQ score • Finding 5: Brands are better at some aspects of Brand EQ than others • Finding 6: There is a distinctive geography of emotion and Brand EQ • Finding 7: We have seen further polarization between generational cohorts • Finding 8: More complex journeys offer emotional risk and reward Key principles for increasing Brand EQ and case examples • An introduction to the key strategic principles for increasing Brand EQ • Breaking down the principles and examples to inspire your journey to more emotionally intelligent brand building • Be High Touch• Be Agile• Be Fan First• Be Tailored• Be Journey Focussed• Be RewardingCPG audience and channel analysis • CPG: avoiding volatility or missing an opportunity? • Has category inflation impacted scoring of brands’ emotional intelligence? • Generational cohorts show distinctive scoring patterns for CPG brands Conclusions and final thoughtsBrand EQ3 2024 Edition3Welcome to Brand EQ3 2024BRAND EQ3: 2024 Edition• An introduction to emotional intelligence • Why emotional intelligence is important to modern brand building • Brands really can be emotionally intelligent • Key Brand EQ findings summarized• Solving the cost of marketing crisis with Brand EQ Brand EQ3 2024 Edition4An introduction to emotional intelligence Inspired by the work of Daniel Goleman, the psychologist who introduced the world to the term emotional intelligence (EQ) in 1995, we have been on a journey to explain how to drive brand growth through applied emotional intelligence. Many of you will know that emotional intelligence refers to the way a person can understand and manage their emotions in a positive way to communicate effectively, build relationships with others and overcome challenges. Our studies have focused on ways that brands can also achieve this level of emotional engagement. Why emotional intelligence is relevant to modern brand buildingThe last twenty years have seen an explosion in the ways brands can connect with people, as the digital economy and media landscapes have proliferated. As more of our lives are li