2016
R3 EnSpire Index R3 EnSpire Index 2016 Q4 BRAND
Q4
R3 EnSpire Index INVOLVEMENT
ENSPIRE INDEX
2016 Q4 BRAND
BRAND
2016 Q4 RANKING
AWARENESS
ENGAGEMENT
BRAND
Olay
1
72.6
91.0
69.4
100.0
Pepsi
BMW
2
83.2
72.2
66.5
87.8
Benz
3
69.7
80.9
53.4
M&M
4
22.8
100.0
Master Kong
5
65.9
Huawei
6
Disney
2016 Q4 RANKING
AWARENESS
ENGAGEMENT
INVOLVEMENT
36
69.6
35.4
35.8
45.4
Baileys
37
11.2
53.6
100.0
45.1
87.6
Hershey's
38
26.4
50.5
69.1
44.6
64.7
85.4
Tsingtao
39
33.6
51.1
40.4
44.1
79.3
39.9
82.6
Maysu
40
6.9
53.9
83.4
4 1.2
84.7
62.7
56.4
78.7
Apple
41
85.6
24.9
21.4
41.1
7
52.3
73.4
68.6
75.7
Neutrogena
42
13.8
55.2
54.7
41.1
Nike
8
81.7
59.5
63.6
75.7
volkswagen
43
76.0
25.0
48.5
41.0
Estée Lauder
9
62.5
67.7
60.5
74.0
VIVO
44
39.9
43.0
48.5
40.9
Budweiser
10
53.2
67.2
62.5
69.9
Dumex
45
29.6
48.5
42.2
40.3
Coca-Cola
11
98.3
46.2
49.1
69.3
Pantene
46
44.8
41.8
19.1
37.8
Lancôme
12
56.2
68.5
41.2
69.2
Nivea
47
38.0
40.9
42.6
37.5
Mengniu
13
68.2
61.0
44.5
68.3
Chando
48
33.0
42.5
40.6
36.4
McDonald's
14
94.1
48.3
38.8
67.8
Snicker's
49
36.8
42.6
27.9
36.2
Samsung
15
71.2
56.1
53.1
66.7
Maybelline
50
29.6
41.3
50.3
35.3
UniPresident
16
49.0
65.1
61.6
66.1
KFC
51
100.0
12.5
10.2
35.0
Abbott
17
50.2
63.2
64.9
65.4
Gucci
52
34.4
40.3
40.5
35.0
Louis Vuitton
18
39.8
65.3
71.5
63.7
Wyeth
53
43.4
34.7
37.9
33.8
Chips Ahoy!
19
21.8
77.6
49.3
63.3
OPPO
54
43.1
38.3
14.7
33.3
Kinder
20
14.0
78.1
68.2
63.1
Hugo Boss
55
15.4
46.0
43.5
32.2
Mead Johnson
21
48.5
60.5
70.6
63.1
Prada
56
27.3
38.2
47.1
31.1
L'Oréal
22
52.9
58.3
55.2
60.9
Lenovo
57
34.9
33.5
43.2
29.7
Yili
23
69.2
49.7
32.0
57.1
Extra
58
38.4
33.9
29.6
29.7
adidas
24
78.5
40.4
58.2
56.9
LEGO
59
30.7
32.1
48.9
27.5
Heineken
25
25.6
65.1
63.1
56.1
JDB
60
63.3
16.8
36.4
26.6
Doublemint
26
28.2
62.3
58.7
54.1
Crayola
61
0.1
41.8
72.4
26.1
Ferrero
27
40.5
59.3
35.9
53.6
Burberry
62
15.3
39.1
41.1
25.8
Oreo
28
58.5
49.9
34.0
52.9
Versace
63
22.7
31.5
59.7
25.1
Dior
29
61.9
44.7
52.3
52.6
Xiaomi
64
38.2
31.1
12.4
24.6
Sprite
30
55.3
48.1
43.5
51.4
Stride
65
34.0
30.7
26.8
24.6
Armani
31
42.1
54.1
45.8
51.2
Friso
66
27.2
20.0
56.6
16.6
Kindle
32
19.9
62.4
57.5
50.4
Mattel
67
3.2
30.8
63.2
16.5
Zegna
33
33.4
51.9
61.2
47.7
Dolce&Gabbana
68
0.0
34.9
41.3
15.5
Infiniti
34
25.7
58.8
41.6
47.5
RIO
69
30.9
18.2
48.2
15.4
Dove
35
56.5
47.2
8.6
46.0
Clear
70
47.9
0.0
0.0
0.0
ENSPIRE INDEX
Methodology: Sampling >N=3,010 general consumers aged 18-45 years of age >City coverage:
Tier 1: Beijing, Shanghai, Guangzhou, Shenzhen Tier 2: Wuhan, Nanjing, Hangzhou, Chengdu, Tianjin, Shenyang, Suzhou, Fuzhou, Ningbo, Qingdao, Xian, Zhengzhou, Chongqing, Jinan, Hefei, Changsha
Scope >70 brands, 18 categories (Carbonated, Tea, Auto,
Personal electronics, Dairy, Infant formula, Sporting goods, Western style fast food, Haircare, Skincare, Cosmetics, Cocktail, Beer, Chocolate, Cookies, Chewing gum, Luxury), 225 ads.
Index Calculation >Awareness = Prompted targeted ad awareness
Engagement = Overall Liking, Positive Impression of Brand, Fits Brand Involvement = Clickeability, Sharing, Looking up information about brand/product
Weights (based on impact of predictors on Purchase Intent) >Awareness = 0.3 Engagement = 0.6 Involvement = 0.1
Regression Model of EnSpire Index = 0.3 * Awareness + 0.6 * Engagement + 0.1 * Involvement
www.rthree.com
2016
胜三消费者参与度与渴求度指数 胜三消费者参与度与渴求度指数
胜三消费者参与度与渴求度指数
2016年第四季度 品牌
品牌
第四季度
2016第四 季度排名
认知度
参与度
投入度
消费者参与度 与渴求度指数
2016年第四季度 品牌
品牌
2016第四 季度排名
认知度
参与度
投入度
消费者参与度 与渴求度指数
玉兰油
1
72.6
91.0
69.4
100.0
百事
36
69.6
35.4
35.8
45.4
宝马
2
83.2
72.2
66.5
87.8
百利
37
11.2
53.6
100.0
45.1
奔驰
3
69.7
80.9
53.4
87.6
好时
38
26.4
50.5
69.1
44.6
M&M巧克力
4
22.8
100.0
64.7
85.4
青岛
39
33.6
51.1
40.4
44.1
康师傅
5
65.9
79.3
39.9
82.6
美素
40
6.9
53.9
83.4
41.2
华为
6
84.7
62.7
56.4
78.7
苹果
41
85.6
24.9
21.4
41.1
迪士尼
7
52.3
73.4
68.6
75.7
露得清
42
13.8
55.2
54.7
41.1
耐克
8
81.7
59.5
63.6
75.7
大众
43
76.0
25.0
48.5
41.0
雅诗兰黛
9
62.5
67.7
60.5
74.0
VIVO
44
39.9
43.0
48.5
40.9
百威
10
53.2
67.2
62.5
69.9
多美滋
45
29.6
48.5
42.2
40.3
可口可乐
11
98.3
46.2
49.1
69.3
潘婷
46
44.8
41.8
19.1
37.8
兰蔻
12
56.2
68.5
41.2
69.2
妮维雅
47
38.0
40.9
42.6
37.5
蒙牛
13
68.2
61.0
44.5
68.3
自然堂
48
33.0
42.5
40.6
36.4
麦当劳
14
94.1
48.3
38.8
67.8
士力架
49
36.8
42.6
27.9
36.2
三星
15
71.2
56.1
53.1
66.7
美宝莲
50
29.6
41.3
50.3
35.3
统一
16
49.0
65.1
61.6
66.1
肯德基
51
100.0
12.5
10.2
35.0
雅培
17
50.2
63.2
64.9
65.4
古驰
52
34.4
40.3
40.5
35.0
路易威登
18
39.8
65.3
71.5
63.7
惠氏
53
43.4
34.7
37.9
33.8
趣多多
19
21.8
77.6
49.3
63.3
OPPO
54
43.1
38.3
14.7
33.3
健达
20
14.0
78.1
68.2
63.1
雨果波士
55
15.4
46.0
43.5
32.2
美赞臣
21
48.5
60.5
70.6
63.1
普拉达
56
27.3
38.2
47.1
31.1
欧莱雅
22
52.9
58.3
55.2
60.9
联想
57
34.9
33.5
43.2
29.7
伊利
23
69.2
49.7
32.0
57.1
益达
58
38.4
33.9
29.6
29.7
阿迪达斯
24
78.5
40.4
58.2
56.9
乐高
59
30.7
32.1
48.9
2 7.5
喜力
25
25.6
65.1
63.1
56.1
加多宝
60
63.3
16.8
36.4
26.6
箭牌
26
28.2
62.3
58.7
54.1
绘儿乐
61
0.1
41.8
72.4
26.1
费列罗
27
40.5
59.3
35.9
53.6
巴宝莉
62
15.3
39.1
41.1
25.8
奥利奥
28
58.5
49.9
34.0
52.9
范思哲
63
22.7
31.5
59.7
25.1
迪奥
29
61.9
44.7
52.3
52.6
小米
64
38.2
31.1
12.4
24.6
雪碧
30
55.3
48.1
43.5
51.4
炫迈
65
34.0
30.7
26.8
24.6
阿玛尼
31
42.1
54.1
45.8
51.2
美素佳儿
66
27.2
20.0
56.6
16.6
Kindle
32
19.9
62.4
57.5
50.4
美泰
67
3.2
30.8
63.2
16.5
杰尼亚
33
33.4
51.9
61.2
47.7
杜嘉班纳
68
0.0
34.9
41.3
15.5
英菲尼迪
34
25.7
58.8
41.6
47.5
锐澳
69
30.9
18.2
48.2
15.4
德芙
35
56.5
47.2
8.6
46.0
清扬
70
47.9
0.0
0.0
0.0
方法论: 取样规则 >样本量为3,010个，消费者年龄在18-45岁之间 >城市覆盖: 一线城市: 北京，上海，广州，深圳 二线城市: 武汉，南京，杭州，成都，天津，沈阳，苏州，福州， 宁波，青岛，西安，郑州，重庆，济南，合肥，长沙
研究范围 >研究涵盖70个品牌，18大品类（碳酸饮料，包装茶饮料， 汽车，个人消费电子产品，乳制品，婴儿奶粉，运动服装， 西式快餐，洗发水，护肤品，化妆品，鸡尾酒，啤酒， 巧克力，饼干，口香糖，奢侈品）225个广告
指数计算方法 >认知度 = 有提示广告认知度 参与度 = 整体喜爱度，对品牌良好的印象，符合品牌形象 投入度 = 点击，分享，主动搜索广告或品牌信息
权重 (基于购买意图的影响) >认知度 = 0.3 参与度 = 0.6 投入度 = 0.1
消费者互动参与度与渴求度指数指数线性回归模型 = 0.3 * 认知度 + 0.6 * 参与度 + 0.1 * 投入度
www.rthree.com