Is your brand keeping its promise to consumers? – The Promise Index 2012

Posted by Lilli Allihn under Branding and General and Innovation and Insight and Promise Index and Research, 25 Jul 2012


Arguably, it is the marketer’s responsibility to raise brand perception, make it desirable and effectively communicate what that brand can do for its customers. However, what’s the point when the actual experience doesn’t live up to it?

Now in its 9th year, the Promise Index is an established tool that tracks whether brands are keeping their promises to consumers. It is a simple study based on two essential questions:

Image and Experience
General customers were asked to rate the image and reputation of a brand. Actual users of brands were asked to rate their most recent experience with a list of brands.

From these measures, the two key scores are derived:

Promise Index score: the average of a brand’s image and experience scores (measuring the brand’s strength)
The Promise Gap: the difference between image and experience

Why should you care?
In collaboration with the LSE we statistically verified that companies with a positive Promise Gap experience revenue growth 4 times of those with negative gaps.

Have a look at our preview of the Promise Index 2012 here or read the exclusive article in Marketing Week here.

Find out more how your brand and its competitors have performed this year and what implication it has for your brand! Contact Lilli Allihn (lallihn@promisecorp.com).

The Promise Index 2012 – The Top 20 Performers by Index

Rank Sector Brand Index Score Index Change 2011-12 Promise Gap 2012
1 Online Retailer Amazon 8.21 -0.17 0.20
2 Online Brands Google 8.11 -0.35 0.21
3 Automotive Mercedes 8.04 0.36 -0.33
4 Electronics Apple 8.03 0.50 -0.21
5 Automotive Audi 7.95 0.40 -0.28
6 Automotive BMW 7.93 0.43 -0.20
7 Electronics Panasonic 7.92 N/A -0.09
8 Financial Services Paypal 7.87 -0.07 0.05
9 Automotive Jaguar 7.86 0.01 -0.42
10 Mobile Samsung Mobile 7.82 N/A -0.13
11 Content provider BBC 7.81 0.29 -0.04
12 Telecoms Freeview 7.77 0.00 -0.02
13 Automotive Honda 7.77 0.26 -0.02
14 Aviation Virgin Atlantic 7.73 0.27 -0.29
15 Hotels Hilton 7.67 0.45 0.02
16 Retailers John Lewis 7.66 0.10 0.02
17 Automotive Lexus 7.66 0.33 -0.45
18 Electronics Sony 7.65 -0.04 0.14
19 Electronics Samsung 7.65 0.25 -0.09
20 Retailers Marks & Spencer 7.63 -0.11 -0.25

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This entry was posted on Wednesday, 25 Jul 2012 at 6:12 pm and is filed under Branding, General, Innovation, Insight, Promise Index, Research.
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