Google, Microsoft and Samsung top Carat's 'most emotionally intelligent' brands list

News 8 Dec 2020 - 1 min read

Google, Microsoft and Samsung top Carat's 'most emotionally intelligent' brands list

By Press release

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: Advertising Carat Microsoft emotional intelligence

Google, Microsoft and Samsung are among the brands that top Carat's Brand EQ Index.

According to the Dentsu-owned media agency, The EQ Index brings a different lens to an age-old question: "What are the traits of the most successful brands?"

Beginning in March 2020, Carat surveyed 10,000 people about their perceptions of 48 globally known brands in five categories: retail, food & drink, technology, automobile and financial services.

Respondents in 10 markets evaluated how well they think brands are doing in different areas of emotional intelligence: empathy, self-awareness, social skills, internal motivation, and self-regulation.

Given the active state of change during this evaluation period, the raw results draw from deep introspection on behalf of the survey’s participants.

Microsoft is also one of the highest achieving brands in Australia’s Top 20 as part of the Brand EQ Index, scoring 72% along with Google. Other brands include Samsung, eBay, Kellogg’s, Netflix, Coca-Cola, Nike and Gillette which scored 65% and above. Below that is Nivea on 64%, Ikea, Subway and Philips on 63% and Adidas, Apple, KFC and Panasonic 62%, with Mercedes and MasterCard both on 60%.

"Through our research, we know that ‘human’ brands outpace their competitors and drive stronger business performance," Sue Squillace, CEO Carat ANZ said.

"That is why our new positioning and process ‘Designing for People’, is rooted in design-thinking principles of empathy and agile collaboration to bring different disciplines together to work at pace and design customer centric experiences."