![60% in China say brands rarely live up to promises](https://cdn.i.haymarketmedia.asia/?n=campaign-asia%2fcontent%2fjackmorton_main.png&h=570&w=855&q=100&v=20170226&c=1)
Top of the Charts provides a quick, mostly visual summary of a new piece of relevant research.
Report: The Experience Brand Index, produced by Jack Morton.
Methodology: Survey of more than 6,000 consumers across all demographics in the US, UK and China. Respondents were polled about more than a dozen facets of their experiences with and perceptions of more than 100 brands across 10 different industries in spring 2018. Jack Morton built an index that ranked the brands from 1-100 on how well they deliver proof of their promises.
Self-interest worth noting: Jack Morton bills itself as a brand-experience agency.
Key takeaway: Chinese consumers care more than the global average about how brands behave toward customers, employees and communities. They're also less likely to agree that brands keep their promises.
![](http://cdn.i.haymarketmedia.asia?n=campaign-asia%2fcontent%2fjackmorton_01.png&c=0)
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The report also ranks the top 5 brands for experience in each geography, as well as 5 more brands worth watching:
![](http://cdn.i.haymarketmedia.asia?n=campaign-asia%2fcontent%2fjackmorton_02.png&c=0)
![](http://cdn.i.haymarketmedia.asia?n=campaign-asia%2fcontent%2fjackmorton_03.png&c=0)
More findings:
- Nearly half of consumers in every region agree that if a brand doesn’t live up to the image it promotes through its marketing, “It makes me feel I can’t trust this brand and won’t buy it anymore.” Older consumers are more unforgiving (53%); younger consumers more forgiving (millennials 42%).
- Brands that scored highly on the Experience Brand Index have net promoter scores more than 200% greater than low scorers.
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