Article

Louise Findlay-Wilson
Louise Findlay-Wilson 19 February 2021

New Research Reveals What it Takes to Have a Loved Brand

Love for a brand has a massive impact on customer loyalty and recommendations according to a new study from Energy PR.

People who love a brand are three times more likely to recommend it to others and will tolerate it making twice as many mistakes as any other, before taking their custom elsewhere. Indeed, according to the Brand Love report, such a brand can mess up almost five times and people will still stay loyal to it.

The research, which was carried out by Energy PR among over 100 top marketers, identifies what it takes to create a great brand and what more is needed if it’s to be loved. According to the marketing experts, contrary to popular opinion, being original isn’t that important when it comes to greatness.

Despite the success of brands such as Apple and Tesla, only 17 percent of marketers think that uniqueness is important, and just 1 in 10 (11 percent) believe a brand’s greatness is determined by its level of innovation. Instead, they argue the key ingredients for greatness are trust (60 percent) and how a brand makes a consumer feel (58 percent). These out-perform even practical considerations such as customer support (34 percent) and value for money (33 percent).

Even if a brand achieves greatness, this is no guarantee that it will be loved according to the Brand Love report. To be loved involves a greater level of intimacy; over half of the marketers studied suggest a loved brand is aligned to the customer’s values (55 percent), indeed it must be part of their life according to 42 percent. Over a third (38 percent) went further, adding that such a brand needs to be closely tied with the customer’s identity.

The Brand Love report also identifies intriguing quirks of consumer behaviour which brand owners must consider. Firstly, many could be mistaking apathy for loyalty as according to the study on average consumers are incredibly apathetic - willing to tolerate an average of two mistakes from even an ordinary brand before being compelled to shop around. 

This passivity could be enabling a lot of inferior customer service to go unpunished. The flip side is that once such passive customers are eventually lost, winning them back will be incredibly difficult.

Brand Love also identifies a ‘recommender gene’ which some people simply do or don’t have, and which will overrule how they feel about a brand; for instance, even among the consumers who love a brand, 10 percent will still not recommend it (or any other). Contrarily 30 percent of people who are not that committed to any brand will still happily recommend brands to others.

When it comes to the most common mistakes brands make on the path to greatness and love, these centre around neglecting the feelings of customers by focussing solely on new customers (58 percent), forgetting current customers (54 percent), being inconsistent with messaging (28 percent), failing to understand customers properly (28 percent) and not being authentic (27 percent).

Louise Findlay-Wilson, managing director of Energy PR, which conducted the study comments: “A key take away from our research is that the best brands aren’t necessarily great innovators, but, if you read between the lines, they are all great communicators. Without communications you will struggle to demonstrate your values or become part of someone’s life and identity.

Communications are an effective way to show customers you ‘get them’, you care and to make them feel good. And once the customer loves you, those communications are still crucial. As our research shows, a consumer may tolerate a brand they love messing up, but they won’t tolerate it neglecting them in favour of new customers. That’s a massive betrayal of that all-important trust. That’s why great communications remain key.”

The brands the 100 top marketers love the most are:

  1. Apple
  2. Nike
  3. Adidas
  4. Sky
  5. Samsung
  6. L’Oréal
  7. Amazon
  8. E.on
  9. Tesco
  10. Asda

To find out more about Brand Love, please visit: https://www.energypr.co.uk/blog/brand-love-a-comprehensive-look-at-what-makes-us-love-certain-brands-and-not-others/.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
5 Key Facebook Advertising Trends to Succeed in 2024

5 Key Facebook Advertising Trends to Succeed in 2024

This article explores the key Facebook advertising trends that will dominate the landscape in 2024 and provides valuable tips to help businesses succeed.

Abu Harera
Abu Harera 4 April 2024
Read more
Mature Partnerships: The Revenue Stream You Need to Get to Know

Mature Partnerships: The Revenue Stream You Need to Get to Know

Discover how high-maturity partnership programmes are driving growth, with a Forrester survey showing companies with mature partnerships see up to 28% revenue increase. Insights reveal the importance of investing in...

Florian Gramshammer
Florian Gramshammer 19 March 2024
Read more