What is the cultural study Traction? For it is a study conducted by Added Value , an expert in advising brands to improve customer perception about it. As such, studies of Added Value are set on the perception that the end user has on certain brands, in order to somehow justify their services. Therefore, you have to take their conclusions with tongs (do studies to sell services, so we can not consider a company to use independent statistical studies, to have interests at stake).
Cultural Traction seeks to define the value of brands market based on four parameters: Visionary, inspiring, exciting and bold. Respondents, all U.S. citizens are asked to rate brands based on almost every area of the perception of these four parameters.
The brand image is, without doubt, the greatest asset of any manufacturer today.
And the results are curious. The list, obviously, is led by technology companies and electronic gadgets, which ultimately are currently dominating the consumer world. Thus, the leader is Google, another year, followed by Apple and Samsung, very paired together.
But where are our beloved car brands? Well here is felt the advertising dollar. In absolute list the first car brand to appear is BMW, in seventh place, followed closely by Audi eighth. Mercedes goes off until the twelfth place with Jaguar in 15th place.
And what does this important? In a world where every day the brand matters more than the actual product itself (hence meaningless fans of certain firms), control this public perception is vital. In an automotive world where cars are almost equal in the eyes of the customer in their technical specifications and performance (you can count on the fingers of one hand how many people choose a BMW, an Audi or a Mercedes for its driving dynamics), the “spirit intangible”, controlled and dominated by the subject of aesthetic design and advertising, is the true power of sale.
