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REPORT 2011/ WAVE 1. About the research. 951 respondents, aged 18-69, with a nationally representative gender split. Who?. Where?. Nationally representative at 9 regions , each with 4 urbanisation levels. When?. Latest research undertaken in May 2011.
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About the research.... 951respondents, aged 18-69, with a nationally representative gender split Who? Where? Nationally representative at 9regions, each with 4 urbanisation levels When? Latest research undertaken in May 2011 Face-to-face interviews with respondents, generating data at a 95% confidence level How?
“After a resurgence ofpositive sentimentat the start of 2010, the personal outlook amongst most consumers seems to be bleaker... HOWEVER...
...when you think the economy has reached the lowest possible point, surely the only way left is up....?”
A clear sense of impending economic misfortune in the face of a global recession… The economy is going downhill, and will get worse before it gets better The economy is strong The economy is in a bad patch, but it will get better quickly I don’t know The economy is as bad as its going to be Source: Synovate Bank Booster May 2011, all respondents, N=951
…followed by mixed uncertainty about what the future holds, & fears of a slow recovery…. The economy is going downhill, and will get worse before it gets better The economy is strong The economy is in a bad patch, but it will get better quickly I don’t know The economy is as bad as its going to be Source: Synovate Bank Booster May 2011, all respondents, N=951
…and a feeling that the worst is over, perhaps an economic journey on the road to recovery? The economy is going downhill, and will get worse before it gets better The economy is strong The economy is in a bad patch, but it will get better quickly I don’t know The economy is as bad as its going to be Source: Synovate Bank Booster May 2011, all respondents, N=951
Consumer positivity in 2010 has given way to a far bleaker view of personal financial situation confidence in 2011… ! Source: Synovate Bank Booster May 2011, all respondents, N=951
With rising consumer financial insecurity often comes rising apathy – a feeling that their choice of bank won’t change anything… “The decision of which bank I use is important to me...” Completely agree Neither agree, nor disagree Completely disagree Agree Rather disagree Rather agree Disagree ! Decision NOT important: 37% Decision IS important: 46% Source: Synovate Bank Booster May 2011, all respondents, N=951
“...so, does it even matter if anyone stands out from the crowd...?”
DSK clearly stands out for consumers in terms of top of mind brand awareness... Top of mind spontaneous brand awareness (first mentioned) Other Source: Synovate Bank Booster May 2011, all respondents, N=951
...and in terms of being the brand consumers are most aware of.... Total spontaneous brand awareness (first mention + all other spontaneous awareness) 76% 57% 37% 40% 50% 29% 20% 13% 15% 12% 10% 12% 10% 18% Other Source: Synovate Bank Booster May 2011, all respondents, N=951
Maybe it goes deeper than what is at the top of your mind...
Introducing Attitudinal Equity,a measure of consumer desire to be with your brand Appeal How important is this brand to me? Does it have personal meaning? Performance How well does the brand perform? …and how Attractiveis it, relative to the competition? It is a measure of the Strengthof the psychological Desireto have the brand. It represents the Meaning, the Valueof the brand to the consumers.
The higher your attitudinal equity score, the greater desire consumers have for your brand, and the higher your resulting market share will be…. Validation Study Results Correlation of Attitudinal Equity with Market Share R = 0.91 R2 = 0.83 What does this mean for you? If you increase your attitudinal equity by 1, your market share increases by 1% Real Market Share Attitudinal Equity 2011 Synovate Ltd.
Well, they’re most likely to consider DSK… Brand Consideration AE Score (total brand desire) Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank
…but the degree to which they desire each of the brands they consider varies… Strength of desire amongst those considering brand Brand Consideration Total AE Score (total brand desire) Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank
…but desire for DSK is comparatively stronger than that of the competition… Strength of desire amongst those considering brand Total AE Score (total brand desire) Brand Consideration Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank
…so how does this compare to market share? Total AE Score (total brand desire) Ranking of Brand Desire Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank
The brand with the highest attitudinal equity score, wins…. Ranking of Bank Usage (consumer market share) Total AE Score (total brand desire) Ranking of Brand Desire Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank
“So how do you turn the key of brand desire to drive market share?
…you create greater emotional connections and brand desire than your competition… Strength of desire amongst those considering brand Total AE Score (total brand desire) Brand Consideration Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank
Greater emotional proximity through marketing and communications
Targeted proposition development for key segments to create personal meaning
For more information please contact:IvayloYorgovSenior Client Service Executive bankbooster.bulgaria@synovate.com +359 02 44 04 901
