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http://wheresthesausage.typepad.comYouGov最新的一份调查研究报告表明,大品牌仍旧过度承诺却无法完全兑现。这表明,对于品牌而言,要做好这项最基本的工作还有很大的提升空间。调查表明,过度承诺却无法完全兑现的大品牌比例达到67%。而令人沮丧的是,这一数字和市场调查机构Brandgym在2002年开展的一项类似调查结论惊人相近—当时的数据是60%。对比之下,现在情况更严重了。这份报告对品牌而言意味着什么?
Http://wheresthesausage.typepad.com YouGov’s latest survey report shows that big brands are still over-committed but cannot fully honor them. This shows that for brands, there is still much room for improvement in this most basic job. The survey shows that the proportion of big brands that are over-committed but unable to fully honor them reaches 67%. What is frustrating is that this figure is strikingly similar to a similar survey conducted by Brandgym, a market research agency, in 2002—at the time the data was 60%. By contrast, the situation is now more serious. What does this report mean for a brand?