Prophet Launches China Brand Relevance Index

Brand strategy and marketing consultancy Prophet has launched an annual China Brand Relevance Index, to measure brands against four dimensions - defined as customer obsession, ruthless pragmatism, pervasive innovation, and distinctive inspiration.

Prophet analyses the underlying needs and motivations of customers to generate insights and ideas for its clients. The new index's four dimensions of brand relevance are made up of sixteen attributes, measuring brand characteristics such as 'meets an important need in my life' or 'makes my life easier'. The firm surveyed nearly 10,000 Chinese consumers about more than 275 Chinese and global brands across 24 industries, and says five themes emerged: the need to constantly challenge category norms, tailor offers to local culture and traditions, make consumers' lives easier, be targeted in building a brand, and help consumers aspire for more.

Senior Partner Jay Milliken (pictured) comments: 'Today's brand world is evolving at a faster pace than ever before. Consumer preferences change in an instant. User feedback is instantaneous. New competitors enter the fray every day. And there are continually new ways to engage and provide value to customers. In this era of infinite expectation and persistent change, absolutely nothing is more critical for a brand than to be, and to remain, relevant'.

Web site: www.prophet.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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