Why Read This
Empowered consumers threaten the traditional building blocks of brand equity, as they have greater influence than ever over brand preference, recommendation, and pricing power. In February 2012, Forrester fielded a survey to determine the attitudes of today's customer as they relate to key brand characteristics and how they affect referral, preference, and pricing power. We found that brand equity derives from very specific brand traits, from making social contributions to creating unique experiences. This report presents a landscape of the most important traits consumers demand of 21st century brands and how CMO and marketing leadership professionals can discover the best approach to successful 21st century brand marketing.