Note: This website was automatically translated, so some terms or nuances may not be completely accurate.
Dentsu Inc. PR Develops "Corporate Appeal Model" and Announces First Survey Results
Dentsu Inc. Public Relations (Dentsu PR)'s Corporate Communications Strategy Institute developed the "Corporate Attractiveness Model" (Attractiveness Marketing Model). This model identifies which corporate actions (facts) attract consumers by analyzing them through three axes: "Human Appeal," "Corporate Appeal," and "Product Appeal." On June 9, the institute announced the results of its first "Corporate Attractiveness Survey."
Conducted in March this year, the survey gathered responses from 10,000 people nationwide regarding 150 companies across 10 industries. It identified corporate actions consumers find appealing and the information channels through which they perceive this appeal.
The top factor consumers cited for finding a company attractive was "the company has a clear vision and leads the industry" (50.5%). This was followed by "the company has a stable revenue base" (46.6%) and "the company has trustworthy leaders/management" (40.8%).
Meanwhile, regarding the channels through which consumers learn about these appealing facts, "media" (54.4%) and "real-world" experiences (45.6%) were equally prominent. Looking at specific items, "TV programs and articles" ranked highest at 41.6%.
For survey details and results, see here (Dentsu Inc. PR News Release).
Was this article helpful?
Share this article
