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Best performing brands in terms of consumer engagement vis-a-vis expectations in their respective categories in the United States in 2017

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Brand (Category)Degree to which a brand met expectations vs. ideal
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© Statista 2017

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About This Statistic

The statistic illustrates the best performing brands in terms of consumer engagement and expectations in the United States in 2017. In the online video category, Netflix was the leading brand with a ranking of 89 percent in terms of how the brand met consumer expectations versus the consumer-generated, category-specific ideal.


Consumer relations with brands – additional information

In order to remain on the market, brands need to establish for themselves a good reputation and that is achieved by building strong and lasting relations with customers. In these days, when the internet is the fastest and the most accessible medium, and friends’ recommendations are the most influential forms of advertising , nurturing customer loyalty is of high importance. Both good and bad experiences are mostly told in-person, but the next best method of sharing brand information is Facebook, which can be used as a powerful PR tool. In fact, recent trends in marketing have shifted towards using social media influencers – regular people whose opinions on products and brands are valued by their peers. Marketing professionals worldwide are willing to employ such influencers for content promotion, product launching or crisis management, among others.

Marketing and branding is all about knowing the target audience – who the customers are and what they want. While certain categories have more loyal consumers among the female population, others, such as automobiles, apparel, or hotels, exhibit a larger brand loyalty among the male population. In general, U.S. consumers have specific expectations from brands in terms of relationship building measures. Loyalty rewards and promotions are most likely to keep them satisfied with their favorite brands. Also, taking into account that the current market is focused on everything digital and the Millennials are the leading buying power, it is significant to consider their expectations of how brand use technology. The majority of young people want brands to have a mobile friendly website or app, but on the other hand, 44 percent require some form of human interaction to be maintained. The solution, as always, is finding the middle ground.

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