V-Positive: How brands help people. Report available now!
November 9, 2011
The Center for Positive Marketing's index of consumer well-being, V-Positive, measures the extent to which marketing and specific brands help people satisfy their needs, from basic needs for food and shelter to more advanced ones such as fun experiences and happiness.
In our survey of U.S. consumers, the following brands had the greatest positive impact on consumer well-being:
V-Positive truly creates a bridge between the well being of firms and the well-being of the people they serve. For firms, V-Positive is strongly correlated with brand financial valuations: the more that brands have a positive influence on people's lives, the more the brand is worth. For people, V-Positive is strongly correlated with life satisfaction: the more that people feel their needs are being met by marketing, the more satisfied they are with their lives.
V-Positive is also highly prescriptive. By identifying consumer needs and brand performance across different life domains, marketers are empowered to improve the lives of their customers as well as their bottom line.
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