Tefen formulates the Index using a model developed in cooperation with its partners (Globes and GSE) and combines research on market trends with a field study and price survey.
The decorated journal also includes an editorial by senior partner and GM of the strategy practice in Tefen, Nitza Bartur Sasson, discussing the newly formed partnership between brands and consumers. Another relating article by Bartur Sasson was published in Globes dealing with the fascinating issue of nations branding.
The 2011 Brands Index is dominated by the rise of internet and technology related brands such as Google, Facebook, Apple and Samsung and reflects the improvement in the consumers' ability to quickly adopt any technological advancement and utilize it to their benefit.
It appears that the relationship between the brand and the consumer is transforming from a monolog to a dialog. Armed with a laptop and a smartphone, the Neo-Consumer is unpredictable, bold and impatient than ever; Navigating the highways using a social cellular App, comparing prices on-line while standing in-line at the cash register, posting his opinions for all to read and joining mega-protests organized on the social networks within minutes.
A new set of rules dictates a necessity for a relationship with the client, based on a personal acquaintance, direct communication, in the right place and time, while aiming to form a genuine partnership. Unsurprisingly, the same brands which strength increased over the last year are the ones that put efforts in their presence in the social media and in founding a dialog with their clients.