Added Value announces Cultural Traction 2013 Report
LOS ANGELES, CA, March 20, 2013 /CNW/ - Added Value reveals the cultural
vibrancy of 160 brands, across fifteen sectors in its third annual Cultural Traction™ 2013 report released today.
The Top Ten on a global basis are:
Cultural Traction™ 2013 involved 62,250 respondents across ten markets:
the US, China, France, Germany, Italy, UK, Australia, Brazil, Hong Kong
The global study into the impact of culture-led marketing, shows that
tech brands are making the most powerful connections with consumers,
accounting for six out of the top ten places in the ranking, led by
Google. By achieving high levels of 'cultural traction', these brands
are staying more relevant to consumers, thereby increasing their
opportunities to achieve sustained growth.
Culturally vibrant brands are those perceived to have the most
Visionary, Inspiring, Bold and Exciting (VIBE) attributes.
Home Furnishing giant IKEA makes a surprise entry at number 4, ahead of luxury car brands BMW and Audi. At almost 130 years old, Coca-Cola proves that age is no barrier to being a brand icon when culture is
used effectively to connect with consumers ranked at 9.
Says, Orazio Costadura, Head of Brand and Customer Management, Audi AG:
"At Audi we are aware of the importance of continuously shaping our
brand, making sure that it is culturally relevant to a high degree - not just in Germany or Europe, but across the world including China and the US.The results of the Added Value study offer a refreshing, new
perspective on how to look at brands, and give us very encouraging
evidence that the direction we have chosen for Audi is working."
"It is critical that brands stay apace of culture. Consumers can tell you about how the world is changing today, but the
world can tell you a lot more about the consumers of tomorrow," says Maggie Taylor, Chief Executive of Added Value (North America). "It's one thing to be a culturally vibrant brand in one part of the
world; it's another to maintain that vibrancy at high amplitude across
the whole world."
Cultural Traction™ 2013 report and case studies available http://www.added-value.com/culturaltraction
About Added Value
Added Value provides consultancy on brand development and marketing
insight for iconic brands, both big and small, around the world. We
help solve clients' central marketing questions about market, brand,
innovation and communications with offices in 21 locations in 13
countries. Added Value is part of Kantar, WPP's consumer insight and
WPP is the world's largest communications services group providing a
comprehensive range of advertising and marketing services, including
advertising; media investment management; consumer insight; public
relations and public affairs; branding and identity; healthcare
communications; direct, digital, promotion and relationship marketing
and specialist communications. The group employs over 165,000 people
(including associates) in 3,000 offices in 110 countries.
About Lightspeed Research
Lightspeed Research is the leading provider of technology-enabled
solutions and online respondents for global market research both
qualitative and quantitative across the Americas, Europe and Asia
Pacific. Lightspeed Research is part of Kantar, a division of WPP.
SOURCE: Added Value
For further information:
Maggie Taylor, CEO Added Value North America
Paul McGowan, CMO Added Value Group, London HQ
Zoë Dowling, VP Research & Development and Offer Innovation, Added Value North America
Kate McDougle, Added Value firstname.lastname@example.org +44(0)208-614-1593
Michael Saxton, Grayling PR email@example.com +44(0)20-7592-7933
Rafal Kwiatkowski, Grayling PR firstname.lastname@example.org +44(0)20-7592-7930