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
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