For a number of years, Edentify has been asking you about your favourite brands. This has given us a fascinating insight into the brands that people can really relate to.
When we looked at the results recently, we saw a clear list of the top 10 favourite brands:
1. Apple 2. Nike 3. Cadbury 4. Nescafe 5. Samsung 6. Adidas 7. Moccona 8. Coles 9. Sony 10. Woolworths
This list raises a couple of thoughts and issues.
The brands that are missing from this list are as interesting as those that are there. Bunnings, Qantas, Coca Cola, Google, and Amazon for example are some of the best-known brands in Australia and globally, however they don’t make our top 10, while not one but 2 brands of instant coffee do!
The explanation for this lies in the nature of the question. By asking, unprompted, for people to nominate their favourite brands we learn which brands are the ones that make a tangible impact on people’s lives and that they could not live without. It prompts an instinctive and emotional response.
It means we have a list that highlights brands that people like because they keep them connected (Apple, Samsung); that they use every day (Coles, Woolworths); that help them express themselves (Nike, Adidas, Sony); and brands that they can truly enjoy (Cadbury, Nescafe, Moccona).
Most of all, this list demonstrates that a brand is much more than the sum of its parts, and shows us that the emotional bonds people have with brands are stronger than the rational. It is these emotional bonds that make brands more salient, and keep people coming back.
This research also raises fundamental questions about what brands actually are. By most measures, Google stands out as one of, if not the, leading brand globally. However, it has barely rated a mention in our research. This suggests that our idea of what a brand is may be different to the average person, and that brands without a tangible product – which includes a host of newer tech-based brands – represent something different altogether. This will present a challenge to start-up brands in the years to come.
Caféstudy is owned and operated by Edentify Pty Ltd
Edentify Pty Limited ("Edentify") is committed to observing the Australian Privacy Principles as set out in the Privacy Amendment (Enhancing Privacy Protection) Act 2012, which amends the Privacy Act 1988.
Edentify has adopted all principles set forth in the Australian Privacy Principles that govern the collection, use, disclosure, quality, security, access and correction of information that personally identifies an individual ("Personal Information"). This Policy Statement applies to all Personal Information that Edentify may collect, use and disclose, whether that information is manually or digitally processed.
Edentify recommends that you keep this Policy Statement for future reference.
1. What Personal Information does Edentify hold and disclose?
All Personal Information collected is required and used for Edentify's business purposes only.
Edentify gathers and stores Personal Information when an individual registers to become a member of Caféstudy, redeems their points and registers to Caféstudy Chat. Your participation to surveys, forums and mobile polls is voluntary.
At registration we ask members to provide Personal Information. This information is used for targeting purposes, so the member will receive appropriate online research invitations.
All data collected from surveys, forums and mobile polls is stored and can be accessed by Edentify employees, Edentify contractors and Edentify clients. The Personal Information we collect is not shared with any unaffiliated third party, unless it is necessary to respond to your questions, provide the service you have requested or to comply with applicable law. We will never sell your Personal Information to any third party not affiliated with Edentify without your prior consent, except in connection with the sale, merger, in whole or part, of Edentify, its assets or the division responsible with such services.
Any Personal Information that you transmit or include within our online forums may be viewed and used by others. We are unable to control such uses of your Personal Information and by participating in online forums you assume the risk that such Personal Information provided by you may be viewed and used by third parties.
Edentify does not actively seek to collect sensitive information (for example health information, or information about racial or ethnic origin or criminal record) unless it becomes necessary for its business purposes. If Edentify does have to collect sensitive information, it will do so in accordance with the Australian Privacy Principles.
2. Data Security
Edentify utilises reasonable and appropriate protections to ensure that Personal Information in its care is not misused or lost or accessed without proper authorisation. Access to Personal Information stored on Edentify servers is restricted to those employees, clients or contractors who require such access to perform a legitimate business purpose relating to the Services, maintenance, internal security or other related issues.
All Edentify employees and contractors, as a prerequisite for employment, are required to sign a strict and detailed confidentiality agreement in relation to the Personal Information that they will have access to.
3. Children’s Privacy
Edentify do not knowingly collect any information from any child under 14 years of age without permission from his/her parents or legal guardian.
4. Correction of Personal Information
Edentify takes reasonable steps to ensure that all Personal Information that it holds is accurate, complete and up to date.
Individuals should promptly notify Edentify if any Personal Information that we hold about them is incorrect or out of date.
5. Access to Personal Information
Members can access and update, amend or delete Personal Information at any time using their personal log in details.
Individuals seeking access to their Personal Information should contact Edentify directly. Edentify will process all requests for access within a reasonable time. In certain circumstances, we are permitted by the Australian Privacy Principles to deny requests for access or limit the access we provide. If we refuse or limit access to your Personal Information, we will tell you the reason why.
You may at any time remove your Personal Information from our list of active users. All unsubscribe requests should be sent to email@example.com and we will process your request within a reasonable time after receipt. We are not responsible for removing your Personal Information from lists of any third party who has been previously provided your information in accordance with this policy.
7. Acquisition, Merger or Bankruptcy
In the event Edentify, its Parent or any of its Affiliates or Subsidiaries is acquired by another entity, or merges with a third party, the Successor Entity will be bound to respect the provisions of this Policy, with regard to any Personal Information in its possession prior to the acquisition or merger. In the event of bankruptcy, the provisions of applicable law will apply.
8. Privacy Officer