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美民眾：蘋(píng)果高層更能勝任管理美國(guó)

Apple’s Leadership Team Should Be Running U.S. Government, Says New Study

Apple (33 percent) would do a better job than politicians taking over U.S. government operations, says a new Breakout BrandsTM survey by rbb Communications. The national survey tapped opinions on a variety of brand preferences.

營(yíng)銷(xiāo)傳播公司“rbb”近日發(fā)起了一項(xiàng)關(guān)于“突破性品牌”公司的調(diào)查，結(jié)果顯示，33%的美國(guó)民眾認(rèn)為：與政客們相比，蘋(píng)果公司的領(lǐng)導(dǎo)團(tuán)隊(duì)更能勝任美國(guó)政府的管理工作。這項(xiàng)全國(guó)性調(diào)查收集了人們對(duì)于各種品牌的意見(jiàn)。

Walt Disney (28 percent) earned the second spot on the list of brands that consumers would vote for to run the government, followed by American Express (18 percent), Facebook (11 percent) and Starbucks (10 percent) rounding out the top five. Americans identify with companies that focus on their needs – more specifically, brands that “get” them.

在管理政府的能力榜上，排名第二的是迪士尼公司，獲得了28%的支持率。排名前五的還有：18%支持率的美國(guó)運(yùn)通、11%支持率的臉書(shū)以及10%支持率的星巴克。美國(guó)人十分認(rèn)同那些關(guān)注他們需求的品牌——更確切的說(shuō)，這些品牌更“懂”他們。

“Building a relationship with today’s consumer is a lot like dating,” says Christine Barney, managing partner and CEO of rbb Communications. “Brands like Apple do well at the dating game because they get into the consumers’ heads to achieve the kind of meaningful emotional connections that lead to loyalty.”

“rbb”管理合伙人兼首席執(zhí)行官克莉絲汀·巴尼(Christine Barney)說(shuō)：“現(xiàn)如今，拉攏消費(fèi)者的過(guò)程更像在與消費(fèi)者約會(huì)。蘋(píng)果等品牌在約會(huì)中的表現(xiàn)就很好，因?yàn)樗麄兡茏呷胂�費(fèi)者心中，生成非常有意義的情感連接，進(jìn)而提高消費(fèi)者的品牌忠誠(chéng)度。”

“American consumers have high expectations,” added Barney. “In fact, research shows that 57 percent of Americans are more likely to trust a company that consistently offers excellent customer service over one that consistently offers excellent prices.”

巴尼補(bǔ)充道：“美國(guó)消費(fèi)者對(duì)產(chǎn)品有很高的期望值。事實(shí)上有調(diào)查顯示，相對(duì)于不斷推出優(yōu)惠價(jià)格的品牌，57%的美國(guó)人更喜歡那些始終如一為客戶(hù)提供出色服務(wù)的品牌。”

Other noteworthy Breakout Brand result findings include:

其他值得關(guān)注的“突破性品牌”研究結(jié)果還包括：

1. 52 percent of Americans chose “responsive” when asked to pick the word that best describes companies they most want to do business with.

被問(wèn)及最喜歡跟哪種公司打交道時(shí)，52%的美國(guó)人選了“有求必應(yīng)”。

2. 44 percent of Americans think a “live” customer service agent they can speak to in-person or on the phone is essential for them to keep doing business with a company.

44%的美國(guó)人認(rèn)為，要想獲得他們的持續(xù)青睞，那么一個(gè)公司需要有可供當(dāng)面咨詢(xún)或電話(huà)咨詢(xún)的“實(shí)時(shí)”客服。

3. Americans chose Amazon (25 percent), Apple (15 percent) and Uber (13 percent) as the top 3 Breakout Brands of 2015.

2015年的“突破性品牌”調(diào)查前三名分明是：亞馬遜(25%)、蘋(píng)果(15%)和優(yōu)步(13%)。

Understanding how the changing marketplace impacts Breakout Brands is vital in today’s world of social media. The full Breakout Brands report will be available soon.

在這個(gè)社交媒體主宰一切的時(shí)代，了解千變?nèi)f化的市場(chǎng)如何影響“突破性品牌”榜單是十分重要的。完整的“突破性品牌”調(diào)查報(bào)告即將出爐。