Brand KPIs for sneakers New Balance in the United States-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

sneakers:New

Balancein

the

United

StatesConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

New

Balance’s

performance

inthe

sneaker

market.Fieldwork:February-March

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofDecember202480%

of

New

Balance

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??New

Balance’s

brandingresonates

more

with

Gen

X?New

Balance

ranksninth

inawareness

within

thesneaker

market?New

Balance

generally

appealsto

women

more

thanmen?Thepopularity

ratingof

New

Balance

is44%?New

Balance

ranksfourth

inownership?Among

New

Balance

enthusiasts,35%

fallunderthehigh-income

category?Interms

of

loyalty,New

Balanceis

fourthinthe?Consumers

want

theirsneaker

brandstohaveUnited

Statesreliability,

authenticity,and

highvalue?New

Balance

hasascore

of

27%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

New

Balance

at

86%Brand

profile:

snapshotBrand

performance

of

NewBalance

intheUnitedStates86%80%44%30%27%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sneakers‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,078,

respondents

who

know

the

individual

brand

(popularity),

n=1,078,

respondents

whoknow

the

individual

brand(ownership),

n=322,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,078,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024New

Balance’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%35%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNew

Balancebygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatNew

Balance

islikedby14%

of

Babyboomers

and35%of

Gen

Xers,whereas

the

total

shareof

industryusersis10%

and29%,

respectively.29%26%18%14%ForMillennials

andGen

Z,

34%

and

18%

feel

positivelytowards

New

Balance,versus

35%

and26%.

Socurrently,

forNew

Balance,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosneakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=477,

New

Balance

enthusiast,

n=1,177,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024New

Balance

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

New

Balance

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

New

Balance

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%53%47%53%

ofwomen

likeNew

Balancecompared

to

47%

of

men,whereas

forthe

overall

industry,50%

of

women

ownsneakers

compared

to50%

ofmen.90%8%

of

New

Balance

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sneakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=477,

New

Balanceenthusiast,

n=1,177,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

New

Balance

enthusiasts,

35%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.18%21%Single35%36%23%20%CoupleSingleparentNuclear35%

ofNew

Balance

enthusiastsarefrom

high-income

households.New

Balance’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

25%

ofNew

Balance

enthusiastshavethiscurrent

living

situation.9%9%25%22%36%33%31%Multi-generational5%6%12%16%29%ExtendedOther8%7%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

sneakers,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=477,

New

Balance

enthusiast,

n=1,177,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sneaker

brands

to

have

reliability,

authenticity,

and

highvalueBrand

profile:

qualitiesQualitiesownerswant

from

sneakerbrandsForsneakers,

thetopthree

qualitiesowners

want

from

abrand

are

reliability,authenticity,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessNew

Balance

owners

alsoappreciatethese

key

attributes,indicatingNewBalance

exudesthese

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatNew

Balanceenthusiastsare

least

focused

on

areinclusiveness

and

cleverness.ReliabilityExclusivityNew

Balance

shouldwork

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sneakers,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosneakers,whichofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

tosneakers,which

ofthefollowing

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=322,

New

Balance

owners’,n=477,

New

Balance

enthusiast,

n=1,177,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

New

Balance

fans,

34%

state

that

they

get

excited

about

sneakersBrand

profile:

attitudesWhat

doconsumersthink

ofsneakersingeneral?57%49%35%34%31%28%25%23%20%19%18%17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutsneakers

topicsrelating

tosneakersIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sneakersdo

youagreewith?”;

Multi

Pick;“When

it

comesto

sneakers,

which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:

n=477,

New

Balance

enthusiast,

n=1,177,

sneakerownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

of

New

Balance

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sneakers,

theaverage

awareness

ofabrandinthe

United

Statesis64%.

Awareness

of

NewBalance,

however,

is

at86%.Awareness44%

ofU.S.

sneaker

owners

saytheylikeNew

Balance,compared

to

anindustryaverage

brandpopularity

of30%.30%

ofindustryowners

inthe

United

Statessay

theyown

New

Balance,

with

the

average

ownership

ofabrandat20%.BuzzPopularity80%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of72%.New

Balance

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of27%compared

to

20%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Sneakers‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,078,

respondents

who

know

the

individual

brand

(popularity),

n=1,078,

respondents

whoknow

the

individual

brand(ownership),

n=322,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,078,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024New

Balance

ranks

ninth

in

awareness

within

the

sneaker

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNewBalanceRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Nike96%95%92%92%91%88%88%88%86%84%14%2adidas3Puma4Jordan5ReebokChampionConverseSkechersNew

BalanceVansUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

86%

were

aware

of

NewBalance.

Thisranksthemninth

compared

tootherbrandssurveyed

inthismarket.86%N/A9Awareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

New

Balance

is

44%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNewBalanceRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike66%58%44%44%41%39%38%36%35%26%2adidasNew

BalanceConverseSkechersJordanVans3444%Outofconsumers

who

knew

thebrand,

44%

saidtheyliked

New

Balance.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.556%678Puma9ReebokAsicsPopularityN/A1014

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,078,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024New

Balance

ranksfourth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofNewBalanceRank#

BrandUsage

%57%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosneakers,

which

ofthefollowing

brandsdoyou

owncurrently?”.1Nike2adidasSkechersNew

BalanceVans41%30%331%Outofconsumers

who

knew

thebrand,

30%

saidtheyowned

New

Balance.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.430%528%6ConverseJordanPuma28%725%70%823%9ReebokAsics20%UsageN/A1017%15

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

do

youowncurrently?”;Multi

Pick;Base:n=1,078,

respondents

whoknow

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

New

Balance

is

fourth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNewBalance’s

consumersRank#

BrandLoyalty

%85%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Nike20%2VEJA85%3adidasNew

BalanceSkechersJordanVans81%480%580%679%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sneakers,

whichof

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.779%8Puma74%80%9Converseallbirds73%Outofrespondents

whohaveowned

New

Balance,80%

saidthey

would

purchasethebrandagain.LoyaltyN/A1073%16

Notes:“When

it

comesto

sneakers,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=322,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024New

Balance

has

a

score

of

27%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNewBalanceRank#

BrandBuzz%50%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nike2adidas40%27%3Jordan32%Outofconsumers

who

knew

thebrand,

27%

saidtheyhadheardaboutNew

Balanceinthemedia.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.4SkechersNew

BalanceAutry29%527%624%7ConverseallbirdsChampionReebok23%73%821%920%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,078,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

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andunlocknewgrowthopportunities.?

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