New York, NY – November 2009 – On November 3rd, the results of the first Brand Keys Customer Loyalty Engagement Index in Spain will be announced at the Club Financiero Genova in Madrid. Brand Keys, Inc. (www.brandkeys.com) is a New York-based company that specializes in brand and customer loyalty and engagement metrics.
The survey looked at the consumer loyalty and engagement marketplace in Spain. Fifty (50) of the top brands in Spain were assessed, drawn from ten (10) categories: Airlines, Bottled Water, Banking, Retail Apparel Stores, TV Stations, Soccer Teams, Gas Stations, Hotels (Urban), Hypermarkets (Department Stores), and Wireless Phone Service. The survey was done in conjunction with Asociación de Marcas Renombradas Españolas (The Brand Association of Spain), Accenture Marketing Science, and Positioning Systems, Brand Keys’ marketing partner in Spain.
Some of the brands shown to have loyal customers in the Spanish marketplace were: Zara (Retail Apparel Stores), Real Madrid (Soccer Team), Iberia (Airline), Carrefour (Hypermarket/Department Store), BBVA (Bank), and BP (Gas Station).
“Loyalty is a leading-indicator of profitability, and that’s a business concern that translates on a world-wide basis,” noted Robert Passikoff, founder and president of Brand Keys.
The brand category drivers – and the category and customer attributes, benefits, and values they consist of – are critically important to understanding brand loyalty and getting it right when dealing with today’s consumers in Spain. “Properly configured, category drivers will tell you far more than who a consumer is – the typical demographic and attitudinal point-of-view. They tell you what you really need to know as a brand: how consumers will actually behave in the real marketplace,” noted Passikoff. “This matters if you’re keeping score by counting your sales and profits and not merely awareness levels. In this economy every corporation in every country is searching for ways to keep customers loyal to their brands.”
For this year’s survey, 3,500 assessments among Spanish consumers, 18 to 65 years of age, self-selected the categories in which they are consumers, and the brands for which they are customers. They were interviewed by phone.
The Brand Keys methodology is used in 30+ countries worldwide in both B2C and B2B categories.
CONTACT:
Leigh Benatar,
EVP, Brand Keys
212-532-6028, x15
leighb@brandkeys.com