Enormous trust in brands
McCann Worldgroup has presented the global study "Truth about Global Brands". It shows that trust in brands is enormous.
What significance do global brands have in the digital age? How does globalization affect them? The worldwide study "Truth about Global Brands" by McCann Worldgroup provides insights into increasingly complex brand landscapes and delivers the latest answers and strategies. It will be presented in Germany for the first time on February 25, 2016.
"Truth about Global Brands" is the latest and largest study to date by McCann Truth Central, the research unit of McCann Worldgroup. It is based on a survey of 30,000 consumers in 29 markets worldwide. The perception of global brands was examined.
The results of the "Truth about Global Brands" study demonstrate the outstanding importance of brands in today's world and confirm the enormous trust that consumers have in global brands. This was reported by McCann Worldgroup in a press release on Thursday. Exactly 85 percent of all respondents worldwide stated that they believe global brands have the ability to make the world a better place. In Germany, the figure was 67 percent. Exactly 68 percent of respondents in Germany also stated that global brands are more likely to bring about positive change for them than political bodies, for example. This puts Germany in the middle of the field, with only 51% of French respondents stating that they trust global brands to such an extent, compared to 91% of Chinese respondents.
Based on this data, McCann Worldgroup has developed a "Framework of Deep Globality" that serves global companies as a guide to integrated brand management.
One of the highlights of the presentation of the study results and their framework concept will be Peter Wippermann, Professor of Communication Design at the Folkwang University of the Arts in Essen, founder of the Trendbüro and one of Germany's most renowned trend and future researchers, who will address the increasingly polarized world in which people and brands are navigating today in a keynote speech on "Globalization between reality and identity".
"More than eighty percent of the world's population trust global brands to make the world a better place. The main challenge here is to promote a global brand orientation that does not lose sight of local cultures and circumstances. This is the focus of our global study 'Truth about Global Brands', which provides clear strategies," says Suzanne Powers, Global Head of Strategy, McCann Worldgroup.
McCann Truth Central
Truth Central is the global research unit of McCann Worldgroup. This is where the marketing solutions of tomorrow are researched and new studies are continuously developed that shed light on Germany in the global context of over 20 markets.
