关于顾客忠诚于技术产品、化妆品的报告[外文翻译].doc

标题：Report: Consumers Most Loyal to Tech, Cosmetics O’Leary. Report: Consumers Most Loyal to Tech, Cosmetics. , 2010(9) Section: NEWS Research As products become more commoditized and lacking in differentiation, brands need to forge an emotional bond, and no ones done that better than Apples iPhone, according to a new report by Brand Keys. The iPhone topped the New York consultancys Loyalty Leaders list for the second year in a row. Robert Passikoff, founder and president of Brand Keys, said such technology products have a natural advantage over other segments. The same goes for cosmetics brands, which also scored high on the list. Its not hard to understand the emotional connection there, Passikoff said. Emotion is the momentum engine for loyalty. People think about brands as stuff with names, but real brands are not only known, they are also known for something in particular, something that differentiates them from other category offerings. The iPhone was followed by Samsungs various handsets (which were aggregated for the purpose of the survey). Apples computers also scored well, as did RIMs BlackBerry and Nokias smartphones. As for beauty products, even in a bad economy, consumers stick with their favorite premium brands alongside cheaper ones. Also included in the top ranks of brand loyalty are Mary Kay, Maybelline, Estee Lauder, Clinique and Eucerin. [See chart. In interviews conducted August 20 to 30, Brand Keys polled 35,000 consumers about 501 brands in 71 categories. The survey included consumers 18 to 65 years old, with 80 percent of interviews done by phone, 15 percent personal interviews to account for cell phone-only households and 5 percent were done online. Brand Keys added 60 new brands to the list this year. Nearly three-quarters of the top 50 loyalty leaders came from three categories: cosmetics and moisturizers, technology, and retail. Passikoff said the emotional connection forged with cosmetic brands impacts self-image, technology cha