Matthew Miller
Sep 21, 2018

60% in China say brands rarely live up to promises

TOP OF THE CHARTS: Consumers in China care more about how brands behave than the global average, and also feel more disappointed, according to research from Jack Morton.

60% in China say brands rarely live up to promises

Top of the Charts provides a quick, mostly visual summary of a new piece of relevant research.

Report: The Experience Brand Index, produced by Jack Morton.

Methodology: Survey of more than 6,000 consumers across all demographics in the US, UK and China. Respondents were polled about more than a dozen facets of their experiences with and perceptions of more than 100 brands across 10 different industries in spring 2018. Jack Morton built an index that ranked the brands from 1-100 on how well they deliver proof of their promises.

Self-interest worth noting: Jack Morton bills itself as a brand-experience agency. 

Key takeaway: Chinese consumers care more than the global average about how brands behave toward customers, employees and communities. They're also less likely to agree that brands keep their promises.  

The report also ranks the top 5 brands for experience in each geography, as well as 5 more brands worth watching:


More findings:

  • Nearly half of consumers in every region agree that if a brand doesn’t live up to the image it promotes through its marketing, “It makes me feel I can’t trust this brand and won’t buy it anymore.” Older consumers are more unforgiving (53%); younger consumers more forgiving (millennials 42%).
  • Brands that scored highly on the Experience Brand Index have net promoter scores more than 200% greater than low scorers.
See more Top of the Charts


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