Consumers' relationship with brands worldwide as of September 2014, by age

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55+35-5416-34
It makes me feel good when I see someone I admire using the same brand I use38%51%60%
I like it when brands ask consumers to get involved through crowdsourcing, creating brand videos, etc.28%44%54%
I only follow brands on social media to get discounts/special deals23%38%50%
I feel more connected to brands that are involved in pop culture22%36%48%
I have the power to help a brand succeed or fail29%38%45%
Brands play an essential role in my life25%35%45%
Brands do not take young people seriously enough22%30%41%
© Statista 2017

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About This Statistic

The graph shows data on consumers' relationship with brands worldwide as of September 2014, by age. During the survey, 45 percent of respondents aged 16 to 34 stated that brands played an essential role in their lives.


Brand value – additional information

Brands are considered to be the most valuable asset a company has and are at the forefront of establishing relationships with costumers. Value can be measured in terms of finances and consumer perceptions.
Of the most valuable global brands in 2014, in terms of brand value Apple led with a value of 118.86 billion, Google second with 107.44 billion and the Coca-Cola with 81.56 billion U.S. dollars. Computer software and hardware, consumer electronics, automotive and food companies dominated the top ten. Apple is a multinational corporation which was founded in California in 1976 and as of 2014 has stores in fourteen countries worldwide.
Alongside the most valuable global brands worldwide, Apple was also the most valuable brand in the United States. In 2014, Apple’s brand was worth 104.68 billion U.S. dollars. Google came second once more with a value of 68.62 billion U.S. dollars. Coco-Cola although third worldwide, only ranked tenth in the United States with a value of 33.72 billion U.S. dollars falling behind the likes of Microsoft, Amazon and Walmart.
One list which Apple did not top was that compiled in a survey of brands best perceived by LGBT consumers in the United States in the second quarter of 2014. The brand which received the most positive feedback was America’s largest membership club chain, Costco and gained an index score of 27. Netflix was runner up with an index score of 22.9. Apple, on the other hand, was ranked only tenth by LGBT consumers with an index score of 19.5

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