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  • 69 Branding Statistics You Must Know: 2019 Market Share & Data Analysis

69 Branding Statistics You Must Know: 2019 Market Share & Data Analysis

Category: B2B News

Marketers vie hard to get heard and stand out in an ocean of branding communications. As a result, more techniques have found its way to the discipline. Branding evolves at a very rapid pace as the world gets more connected. For marketers to keep up, they need a steady stream of marketing news and branding statistics.

In this article, we will present and discuss relevant branding facts and statistics for marketers today. We will look into the current state of affairs, best practices, and where the current trajectory of brand marketing leads us in the future.

branding statistics main

US Branding Facts and Statistics: Volatile Reputation

Global branding market research shows a very volatile battle for brand perception ranking. As you already know, companies are not the only ones that find it hard to maintain a good brand reputation. This involves other organizations as well such as government agencies, cities, and even people. Below, you will find branding market size and other statistics on how businesses have performed in the past few years.

  • 42% of US consumers walk away from brands because of frustrations, 2018 (Accenture)
  • 21% of US consumers never come back after walking away from brands, 2018 (Accenture)
  • Wegman’s Food Market has the best brand reputation in 2015 and 2019 (TitleMax)
  • Amazon is the second most reputable company in 2015 and 2019 (TitleMax)
  • Also, Amazon is the 1st most reputable company from 2016 to 2017 (TitleMax)
  • The third most reputable company in 2019 is Patagonia (TitleMax)
  • Samsung dropped from the third most reputable company in 2015 to 35th in 2018 (TitleMax)
  • Samsung rose from 35th in 2018 to become the 7th most reputable company in 2019 (The Harris Poll)
  • Sony improved from 31st in 2018 to 10th most reputable company in 2019 (The Harris Poll)
  • Proctor & Gamble improved 12 spots from 20th in 2018 to 8th in 2019 (The Harris Poll)
  • UPS is the most trusted brand in 2019 (The Harris Poll)
  • Facebook ranks 96th in trustworthiness among 100 brands (The Harris Poll)
  • The US government ranks 1st as the most untrustworthy brand in 2019 (The Harris Poll)

Issues that Consumers Want Brands to Address (US, 2019)

69%

of customers say that data privacy is a very important issue to be addressed

66%

of customers say that companies need to address healthcare access

55%

of customers say that it is important for companies to address racial inequality

43%

of customers say that climate change is important for companies to address

Source: The Harris Poll

Designed by

As we can see, customers want brands and public entities to share their values. In other words, they support entities that they can relate to and get behind on. Corporate social responsibility is of utmost importance in today’s social milieu. Of course, big brands can benefit from rebranding but this should be authentic. It should not stop on just tweaking your logo or incorporating social issues in your ads. Customers can smell fake a long way.

B2C Branding Facts and Statistics: Towards Brand Activism

In the previous section, the entries apply more to business-to-consumers (B2C) companies than to business-to-business (B2B) companies. Of course, they will have their overlaps but there is no disputing that B2C companies have more of the limelight than B2B companies. They take up more advertising budgets. As a result, they also own the biggest slice of branding market shares. As a result, they are more well known to the public. Thus, they are more often being made liable for breaching values. In the last few years, we have experienced the rise of consumer activism in B2C branding. Here are the relevant facts and statistics:

  • 66% of consumers willing to pay more for products from more socially responsible companies, 2017 (Interbrand)
  • Brands who set out to improve the quality of life outperform the stock market by 120%, 2017 (Interbrand)
  • Only 14% of customers defect to other brands because of low product quality, 2017 (Interbrand)
  • However, 68% of customers defect because of perceived staff indifference, 2017 (Interbrand)
  • 70% of buying experiences are based on how customers are being treated, 2017 (Interbrand)
  • 74% of over-performing companies, in terms of revenue growth, create customer experiences based on data-driven insights, 2017 (Interbrand)
  • 62% of US consumers want brands to take a stand on social issues like sustainability and fair employment practices, 2018 (Accenture)
  • 48% of US consumers complain about a brand’s words or actions, 2018 (Accenture)
  • 63% of US consumers believe their words and actions on social media can influence a brand’s reaction (Accenture)
  • 65% of consumers activists believe that CEOs have a responsibility to speak up about important social issues, 2017 (Weber Shandwick)
  • 69% of female consumer activists insist on CEO engagement with social issues, 2017 (Weber Shandwick)
  • While, only 59% of male consumer activists insist on CEO engagement, 2017 (Weber Shandwick)
  • Since adopting social causes for their brands, half of Unilever’s growth comes from brands with purposes. Brands with purpose experienced 30% growth compared to without, 2016 (WARC)

Customer Activism in the US

Moving forward, brands may need to adopt a socially responsible stance. Also, they have to have a warm personality to go with it. They also have to be in digital touchpoints and invest in technology such as live chat software among others to enhance connectivity. A healthy technology stack is quite useful. More importantly, customers smell inauthenticity so branding shouldn’t just stop with communications. On the contrary, it should be ubiquitous in all brand activities. Talk the talk and walk the walk.

B2B Branding Statistics: Towards Partnerships

Again, B2B branding is somewhat similar to B2C branding. This is especially so in principles. Why? Everything falls towards value sharing. Although they may be similar in this regard, they too are quite different in practical terms. For one, B2C branding is arguably more laborious and takes a more “mass communications” approach. In contrast, B2B branding is more personal. The trajectory appears to be moving towards a more personalized approach. In a way, B2B customers demand more of suppliers’ support. It’s because that B2B purchasing, especially in the SaaS market, follows a subscription scheme. Consider this point with these facts and statistics:

  • 47% of B2B companies in 2017 planned to increase expenditures to personalize services (Sirius)
  • In 2017, 26% of B2B buyers are from the IT industry, 19% come from the manufacturing industry, 16% from the financial services industry and 9% come from the healthcare industry(Sirius)
  • 78.4% of US B2B buyers used Amazon Business to research and purchase B2B products, 2018 (eMarketer)
  • Also, 36.5% of US B2B buyers used Alibaba to research and purchase B2B products, 2018 (eMarketer)
  • B2B leaders believe that customer experience (CX) is crucial to their strategic priorities, 2019 (Forbes)
  • 92% of marketers believe personalization improves the brand, 2019 (Salesforce)
  • 72% of B2B executives believe that customers want them to create tailored solutions to address specific needs (Accenture)
  • 84% of all B2B executives with CX mastery believe customers expect them not only to understand their needs but also to help them develop and sell relevant solutions to end-users, 2017 (Accenture)
  • 89% of B2B executives with CX master in 2017 feel their CX investments give them a clear competitive advantage (Accenture)
  • Only 60% of B2B companies that are laggards believe that CX is directly linked to business results while 91% of CX masters  do, 2017 (Accenture)
  • Less than 30% of B2B customers report excellent customer experience in 2018, (Salesforce)
  • 80% of B2B customers value CX as much as products and services, 2018 (Salesforce)
  • 72% of B2B customers expect personalization and engagement, 2018 (Salesforce)
  • While 67% of B2B customers have switched vendors for better CX, 2018 (Salesforce)
  • 78% of business buyers find salespeople that act as trusted advisors with industry knowledge and understand their needs, 2018 (Salesforce)

Why must brands take customer experience seriously? (2018)

Creating Fruitful Partnerships

80%

of customers value customer experience as much as products and services

72%

of customers expect personalization and engagement

67%

of customers switched vendors for better customer experience

Source: Salesforce

Designed by

Yes, branding also involves choosing what color to use for your new logo. Of course, it involves a rocking tagline and having shared values. Branding encompasses everything in the company. It should pervade every process and every experience. Digital tools such as a customer experience management software can take loads of the burden for this one. However, branding is all about the personification of businesses as a helpful friend. B2B customers want their suppliers to understand what they and their end-users need. They need partners to help them become successful in whatever it is they do. Furthermore, B2B and B2C branding strategies seem to blur at the level of principles. Creating unique customer experiences around this ethos seems to be the next evolution of branding.

Branding for Millenials: Catering to Digital Natives

Branding and millennials are the newest partners in businesses. Millennials are the new B2B and B2C buyers. These digital natives are coming into the workforce. And they are coming in hot. They have money to spend. Also, they get to make important purchasing decisions in their respective workplaces. Here are some relevant data you can leverage for branding and Millenials.

  • 35% of US workforce are Millennials, the largest group, 2018 (Pew Research)
  • 59% of consumers believe that companies need advanced technologies to keep their businesses, 2018 (Salesforce)
  • 84% of Millennials don’t trust traditional advertising, 2017 (Forbes)
  • 85% of vendors believe that they are transparent, 2018 (Trust Radius)
  • However, only 37% of Millennial buyers believe that they are honest about their product’s limitations (Trust Radius)
  • Only 25% of Millennials will buy from brands with labor practices they don’t like, 2018 (Morning Consult)
  • 15% of Millennials pay attention to ethical and political matters, 2018 (Morning Consult)
  • 29% of Millennials won’t buy from companies with differing political views, 2018 (Morning Consult)
  • 24% of Millennials have boycotted a company within the past year, 2018 (Morning Consult)
  • 74% of Millennials will lose brand loyalty because of poor customer service, 2018 (Morning Consult)
  • 66% of Millennials lose brand loyalty for a company with a wide salary gap between CEO and average employee (Morning Consult)
  • 56% of Millennials will lose loyalty to a brand if the company made a political remark they don’t agree with (Morning Consult)
  • The top 5 brands that young adults love in 2018 are more or less digital brands: YouTube, Google, Netflix, Amazon, and Sony (Morning Consult)
  • 97% of Millennials use the internet, 2018 (Pew Research)
  • 28% of Millennials are smartphone-only users. That is to say, they don’t have broadband connections at home. So, they access the internet via their phones, 2018 (Pew Research)
  • 67% of Millennials expect brand offerings to be personalized, 2018 (Salesforce)
  • 68% of Millennials are open to the use of AI to improve their customer experiences, 2018 (Salesforce)
  • 54% of Millennials trust brands more when they work to protect the environment, 2018 (Salesforce)
  • 54% trust brands more when they foster diversity and inclusion in the workplace, 2018 (Salesforce)
  • 46% of Millennials and Gen Zers don’t believe that companies have their best interests in mind, 2018 (Salesforce)
  • Millennials and Gen Zers, in general, prefer to use digital channels to communicate with companies more than Baby Boomers and Gen Xers. (Salesforce)

US Millennials on Brands

As you can see, trust is the new business imperative. This is where the whole branding effort should revolve around for Millennials. Also, Millennials are more likely to support companies whose brands exude a deep sense of conscience. However, finding a good moral balance within your brand personality can be hard to attain. It is hard to please everyone. But, if Millennials are your target customers. You better get your brand up to speed to their linkings. This goes without saying that you should invest in technologies such as social media monitoring software to keep up with customers’ sentiments.

The Future of Branding: Outlook and Statistics

The branding data in the previous sections seem to peg branding into a general trajectory. B2B and B2C lines are now blurred as technology connects everything. The current branding mantra seems to include personalization, customer experience, social responsibility, and ethical considerations. It is all about personifying a brand; to make it as likable and friendly as possible in all touchpoints. Will this continue in the future? Here are some things to consider:

  • 84% of customers state that being treated as a person and not just a “number” is important to winning their business, 2018 (Salesforce)
  • An average consumer uses 10 different channels to deal with companies, 2018 (Salesforce)
  • 63% of Baby Boomers, 69% of Gen Xers, and 75% of Millennials and Gen Zers deem connected processes important. This means that they prefer a seamless handoff between departments and channels. Also, they want contextualized engagement based on past interactions. (Salesforce)
  • 54% of Baby Boomers, 66% of Gen Xers, and 75% of Millennials and Gen Zers want instant and on-demand engagement. This is very important in winning their business in the future. (Salesforce)
  • B2B customers, 66% of them, expect Amazon-like buying experiences in the future (Salesforce)
  • Global B2B eCommerce sales have the potential to surpass B2C sales by more than half at $6.6 trillion by 2020 (Frost and Sullivan)
  • US B2B eCommerce has reached $1.1 trillion in sales at the end of 2018, representing 12% of B2B sales, 2019 (Forrester)
  • US B2B eCommerce will reach $1.8 trillion in sales in 2023 representing 17% of all B2B Sales, 2019 (Forrester)
  • 71% of customers buy products and services they did not know would exist five years ago (Salesforce)

How do customers repay brands that have earned their trust?

Why brands must prioritize trust (2018)

Become loyal

%

Recommend the brand

%

Purchase more products & services

%

Purchase more frequently

%

Spend more money

%

Share brand experiences

%

Source: Salesforce

Designed by

The current trajectory seems to point to an intensification of the current affairs. Brands will be forced by consumers into supplying their service demands. Not only that, but brands also have to create and curate unique customer experiences. The B2B scene will have to learn from their B2C counterparts. The competition is not all about products and services anymore. Customer support is also a battleground. Furthermore, consumers seem to be more keen on social and political issues. Brands are expected to publically tread these perilous waters conscientiously if they should stay relevant.

A New Branding Revolution?

As you can see in this branding report, the future is pointing towards a more personification of brands. It is all about establishing fruitful relationships founded on well-meaning endeavors. That is to say, businesses are not exempted from espousing social values (deemed appropriate by a certain audience segment) and acting on them.

Brands are considered to be human-like and are expected to act like model citizens. As a result, consumer activism may also rise as it is empowered by easy access to digital platforms for expressions.

The brand is not just a logo anymore. It includes all the positive and negative association that comes with the logo. Nowadays, to think that branding is just a business activity is very naive.

Brands are created not just by businesses but also by the customers and critics that join in the conversation. The creation is a network activity of which the business is only a part of.

Companies may own the brand legally but its reputation, which is the associated ideas and feelings with the brand, will always be co-created by the public. This is a truth that must be kept in mind by companies moving forward.

In the words of Mark Schaefer of Schaefer Marketing Solutions, “In the past, a brand is what a company told you it was. Today, a brand is what people tell each other it is. How are you going to insert yourself in these human conversations?”

The problem is not getting in the conversation, but how to put out content to make your brand successful. The course of the evolution of branding was disrupted by the appearance of digital technologies. New cultural preferences and the intensification of some select social values seem to drive it to a new direction.

If we are indeed in the middle of a new branding revolution, where do you stand? Will you be leading it? Or will you lag?

By Louie Andre

B2B & SaaS market analyst and senior writer for FinancesOnline. He is most interested in project management solutions, believing all businesses are a work in progress. No stranger to small business hiccups and drama, having been involved in a few internet startups. Prior to his for-profit ventures, he has had managed corporate communications for a Kansas City-based Children International unit.

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