WHAT’S INSIDE Why contradictory consumer, societal and ““TThhiis ns neew sw sttuuddy iy is rs reeaalllly iy in tn tuunne we wiitth ch coonntteemmppoorraarryy economic demands are making it harder eeccoonnoommiic ac annd sd soocciiaal il issssuueess. T. Thhe de daatta sa shhoowws ts thhe ve viittaall for brands to achieve growth. iimmppoorrttaanncce oe of sf sttrriikkiinng tg thhe re riigghht bt baallaanncce be beettwweeeen tn thhee The Citizen Brands index, showing which vvaalluuees os of cf ciittiizzeennsshhiip ap annd td thhe ve vaalluuees os of tf thhe ee eccoonnoommyy.. global brands best embody the attributes of a ‘Citizen Brand’. ““FFoor a br a brraannd td tooddaayy, i, itt’’s a qs a quueessttiioon on of cf coonnvveeyyiinng ig ittss The material benefits of achieving brand balance vvaalluuees as annd md meeaanniinngg, w, whhiillsst at at tt thhe se saamme te tiimme be beeiinngg – including the fact that the top 20 ‘citizen brands’ aan en eccoonnoommiic pc pllaayyeer tr thhaat ot oppeerraattees es effffiicciieennttlly ay anndd earned £8bn more in yearly revenues on average gguuararanantteeeess qquualaliittyy.. than their lowest-performing counterparts. A new ‘Citizen Brands’ framework to help brand ““TThhe Ce Ciittiizzeen Bn Brraanndds cs coonncceeppt at annd td thhe de deevveellooppmmeennt ot off leaders balance conflicting demands and achieve bbrraannd bd beenncchhmmaarrkkiinng mg maakke ie it pt poossssiibblle te to mo meeaassuurre te thheessee balanced growth. aarreeaas as aggaaiinnsst tt thhe ee exxppeeccttaattiioonns os of tf thhe ce coonnssuummeerr. T. Thhiiss iinnnnoovvaattiivve ne neew iw innddeex ix is ds deessttiinneed td to bo beeccoomme a ve a veerryy Six drivers of success for the top performers iimmpporortatanntt f frraammeewwororkk f foror a annaallyyssiinngg e eccononomomiicc pl plaayyeerrss – and areas of focus for brand leaders looking to drive sustainable growth. anandd b brrananddss.."" 4 BRBRUUNNOO C CAAUUTTRRÈÈSS 202 SSENENIIOORR CN CNRRSS R REESSEEAARRCHCH FEL FELLLOOWW,, CEN CENTTRREE F FOORR P POOLLIITTIICCAALL R REESSEEAARRCHCH A ATT S SCCIIENENCECESS P POO CITIZEN BRANDS REPORT 02