美民众：苹果高层更能胜任“管理美国”

Apple (33 percent) would do a better job than politicians taking over U.S. government operations, says a new Breakout BrandsTM survey by rbb Communications. The national survey tapped opinions on a variety of brand preferences.

营销传播公司“rbb”近日发起了一项关于“突破性品牌”公司的调查，结果显示，33%的美国民众认为：与政客们相比，苹果公司的领导团队更能胜任美国政府的管理工作。这项全国性调查收集了人们对于各种品牌的意见。

Walt Disney (28 percent) earned the second spot on the list of brands that consumers would vote for to run the government, followed by American Express (18 percent), Facebook (11 percent) and Starbucks (10 percent) rounding out the top five. Americans identify with companies that focus on their needs – more specifically, brands that “get” them.

在管理政府的能力榜上，排名第二的是迪士尼公司，获得了28%的支持率。排名前五的还有：18%支持率的美国运通、11%支持率的脸书以及10%支持率的星巴克。美国人十分认同那些关注他们需求的品牌——更确切的说，这些品牌更“懂”他们。

“Building a relationship with today’s consumer is a lot like dating,” says Christine Barney, managing partner and CEO of rbb Communications. “Brands like Apple do well at the dating game because they get into the consumers’ heads to achieve the kind of meaningful emotional connections that lead to loyalty.”

“rbb”管理合伙人兼首席执行官克莉丝汀·巴尼（Christine Barney）说：“现如今，拉拢消费者的过程更像在与消费者约会。苹果等品牌在约会中的表现就很好，因为他们能走入消费者心中，生成非常有意义的情感连接，进而提高消费者的品牌忠诚度。”

“American consumers have high expectations,” added Barney. “In fact, research shows that 57 percent of Americans are more likely to trust a company that consistently offers excellent customer service over one that consistently offers excellent prices.”

巴尼补充道：“美国消费者对产品有很高的期望值。事实上有调查显示，相对于不断推出优惠价格的品牌，57%的美国人更喜欢那些始终如一为客户提供出色服务的品牌。”

Other noteworthy Breakout Brand result findings include:

其他值得关注的“突破性品牌”研究结果还包括：

1. 52 percent of Americans chose “responsive” when asked to pick the word that best describes companies they most want to do business with.

被问及最喜欢跟哪种公司打交道时，52%的美国人选了“有求必应”。

2. 44 percent of Americans think a “live” customer service agent they can speak to in-person or on the phone is essential for them to keep doing business with a company.

44%的美国人认为，要想获得他们的持续青睐，那么一个公司需要有可供当面咨询或电话咨询的“实时”客服。

3. Americans chose Amazon (25 percent), Apple (15 percent) and Uber (13 percent) as the top 3 Breakout Brands of 2015.

2015年的“突破性品牌”调查前三名分明是：亚马逊（25%）、苹果（15%）和优步（13%）。

Understanding how the changing marketplace impacts Breakout Brands is vital in today’s world of social media. The full Breakout Brands report will be available soon.

在这个社交媒体主宰一切的时代，了解千变万化的市场如何影响“突破性品牌”榜单是十分重要的。完整的“突破性品牌”调查报告即将出炉。