Move over cars and jewelry, gadgets are now the most prominent possessions in our lives. They’re more personal, portable, pocketable, and available to more people. Remember, there was a time when you had to print out directions from MapQuest before leaving the house with your Case Logic filled with CDs. You can do all that and more with even the most basic smartphones.
Whatever the gadget – there’s seemingly something for everything these days – we can’t live without them. So, how does that obsession show up as Brand Fandom, and which consumer electronic brands are innovating at the pace of consumer expectations?
To find out, we employed our Brand Fandom Model (part of MarketCast’s Brand Tracking+ research solution) to reveal the multiple ways that brands and marketers are turning consumers into fans. Let’s tap into our three Fandom pillars: Presence, Distinction, and Relevance.
Everywhere You Look
Our Fandom Model ranks consumer electronics brands across all the categories we track and measure (Presence, Distinction, Relevance). Overall, Samsung stands at the top of the CE Brand Fandom category, with Sony and Apple just behind the South Korean brand. However, Cupertino-based Apple is the undisputed champ in our Presence category.
Since the launch of the original iPhone in 2007, hardly a week goes by without seeing Apple in the news, on your TV, on a billboard, or in real life.
But Brand Presence isn’t just about being seen in advertising and in the news. Beats By Dre’s partnerships with musicians and athletes, for example, resonates with consumers and the ever-elusive aspirational appeal that brands and consumers crave. The buzz Beats drums up makes it the second “most talked about” CE brand in our research, behind only its parent-company (Apple).
Keeping it Real, and Relevant
Being a category specialist doesn’t hurt with building Fandom, either. Bose’s 60-year obsessive focus on delivering high-quality audio products helps distinguish it as ‘Different’ and adds to its reputation and Brand Relevance.
But that’s not all. The Massachusetts-based company outshines the competition in several categories, including “I am/would be proud to associate myself with this brand,” and is seen as a company that “values its customers.” In other words, Bose evokes pride and a status of sophistication for its customers and fans. And what brand doesn’t want that?
The More, The Merrier
Brand Distinction is determined by a variety of MarketCast metrics, including a brand’s ability to build deep, emotional connections with its customers. With many people now describing their smart devices as being “an extension of themselves,” it’s easy to see why Apple, Samsung, Sony, and Bose score well in this MarketCast category.
Consider Samsung’s breadth of products that keep the brand top of mind for shoppers. Must-have features, like built-in translation services, superior camera hallmarks, and ‘Circle to Search,’ are just a few reasons Samsung fans say they would miss the company’s products if they were no longer available.
More importantly, consumers want their gadgets to make their lives easier. HP’s computers and printers aren’t just reliable but they enhance productivity and simplify daily tasks. In fact, HP’s Brand Reliability score is higher than most of the biggest names in consumer electronics, and its fans view the brand as having a “strong brand mission/goal.” Both prove you can build Fandom by delivering on the most basic needs without necessarily being the sexiest or most talked about brands.
How does your Brand Fandom measure up? MarketCast uses its Brand Tracking+ solution and its unique Fandom Model to study a wide range of brands across categories, from QSR to Insurance and Banking, Automotive, and Entertainment. Contact us to learn more.