From Meaningful brands to meaningful media brands
The Meaningful Media Brands study is based on the global Havas study Meaningful Brands, conducted with 350.000 respondents every year for 11 years now, in 22 categories, 31 markets and about 1800 brands. Meaningful Brands measures key functional and emotional attributes that the consumer finds most important. It compares and scores brands on these attributes. In essence, it measures how meaningful brands are in the lives of consumers. Now, for the first time ever, we have done the same with media brands. Read it to find out.
In essence, it measures how meaningful brands are in the lives of consumers.
Now, for the first time ever, we have done the same with media brands.
In this study, for over 100 Dutch media brands we measure how meaningful they are, based on three major pillars:
These pillars consist of different attributes and dimensions that will be related to brand KPI’s like overall impression, usage, advocacy, attachment, and trust.
The data was collected via an online questionnaire in November 2019 among men and women aged 18-65. Per brand n=300 respondents gave their review of the brand, consisting of both users and people that only know the brand.
The scores reported are an average score of all the media brands measured. The complete list of these media brands can be found in the appendix.
ALL RESULTS ARE ALSO AVAILABLE ON A MEDIA BRAND LEVEL
Directeur van Havas Media Nederland, voorzitter van Platform Media Adviesbureaus en co-auteur van Mediastorm