凯络（Carat）：2022品牌情商报告-世界最具情商品牌（中译版）（24页）.pdf

1、Brand EQ Report 2022 EditionGenerational FocusBrand EQ 2022 Generational Focus2Table of contentsPART 1Generational rankings4PART 2 Generational EQ drivers7PART 3 Market stories15PART 4 Steps for brands19Brand EQ 2022 Generational Focus3The pursuit of emotionally intelligent experiences means we must

2、 go furtherAt Carat we are pursuing deeper understanding of the drivers and implications of brands as emotionally intelligent factors in peoples lives.We are in a world in which generational differences and a lack of understanding between them is leading to phenomena such as the so-called culture wa

3、rs.We are all for more human understanding that can bring people together and improve their personal experiences with brands.A better understanding of what is emotionally powerful for different cohorts helps us fulfil a key mission which is building better connected consumer journeys.This is our sec

4、ond report of 2022Our first report looked at the overall global picture we find when we talk with people about brands emotional intelligence and category experiences.This new report delves deeper into the effects of generational differences on the way Brand EQ can be enhanced within fifteen major ma

5、rkets globally.Headlines on generational cohorts and EQAt first sight there are some similarities in the way we all see big global brands.Google is the#1 for the three groups we have looked at(broadly GenZ,Millennials and Post Millennial).However,dig a little deeper and we find:Distinctive lists of

6、generational brandsVery particular associations and experiences at a brand level across cohortsReal richness and difference on a market-by-market level1Daniel Goleman:Working with Emotional Intelligence.Bantam Books,1998How we define Brand EQTaking inspiration from the work of Daniel Goleman(1998),w