Brand Love
At the heart of some of the World’s Favourite Brands is Brand Love – It ensures your Customers Care – leading to stronger Relationships and Loyalty
What is Brand Love?
The concept of the consumer-brand relationship has been receiving increasing attention and is considered essential for capitalising on brand performance today.
Underpinning the consumer-brand relationship is Brand Love – the passionate and emotional attachment to a particular brand that long withstands any temporary fascination.
The powerful Brand Love metric is all about evaluating the consumer-brand relationship to uncover how consumers think and feel about a brand. We measure love on three powerful facets: Relevance, Need and Trust.
Combined with Emotion, the three attributes drive a brand’s Desire, Loyalty, and Advocacy to generate and maintain success.
Why is it important?
Brand Love is not emotional or woolly, and it is vital for both B2B and consumer brands. Unlike customer satisfaction and loyalty, Brand Love is measured among users and non-users, capturing attitudes among everyone who is ‘brand aware’ for a broader picture of brand connectivity.
Research suggests that a strong consumer-brand relationship improves consumers’ willingness to pay premium prices, their adoption of innovations more quickly, and brand durability. Loyal behaviour and loving affection among consumers are highly credible and influential, strengthening the survival and success of brands.
Brand Love is also a strong predictor of overall Brand Equity. Great examples of brands with high levels of love include Cadbury and Heinz. To what extent does your brand capture the hearts of consumers?
What drives brand Love?
Think about your favourite brand…what drives your warmth and affection towards it? Love for a brand can be driven by a complexity of factors, from a nostalgic attachment, knowing a lot about the company and its authenticity, to the importance of the use occasion (to name a few!) We feel there are three main aspects of Brand Love; Relevance, Need and Trust. These metrics are designed to delve deeper into the consumer relationship, providing vital insight into the bond your brand has with consumers and how this can be optimised.
Relevance
Brand Relevance refers to a company’s ability to connect with people’s emotions and become personally applicable to them. A relevant brand satisfies the needs and wants of its target market by listening and connecting to consumers.
Need
Brand Need. To be a brand that customers need it must offer benefits and features that the customer wants or needs. In truth, needs can be either practical or emotional (or a combination of both), and ideally offers an advantage over the competition too.
Trust
Brand Trust has a significant role in building brand love, without trust we can’t love! Confidence in a brand results from its reliability, expertise and authenticity and is becoming an even more valuable brand asset in uncertain environments.
Essential Brand Metrics – part of our BrandVIsion framework
Running brand tracking surveys over time will allow you to spot trends and take action more quickly. But you’ll need to measure more than brand metrics if you want truly actionable research, so welcome to BrandVision.
Tab Contents
Welcome to BrandVision
Metrics to Turbo Charge any Brand Strategy
BrandVision is our flexible brand evaluation system that can be customised to your needs. From self-serve to fully managed, BrandVision offers tracking for brands of all shapes and sizes.
Brand Momentum
Discover the power of Brand Velocity.
Brand Velocity is part of Brand Momentum theory and refers to the growth potential for your brand and its likely future trajectory. Velocity measures the extent to which your brand is seen to be growing or declining.
Brand Momentum is a KPI driven by your marketing investment, product availability, brand image and your brand proposition and positioning.
Brand Momentum is a better indicator of growth than virtually any other consumer metric. Its role is far more important than the highly regarded Net Promoter Score because it is a better predictor of growth and growth potential than any other brand metric.
Brand Magnetism
Awareness alone is pointless if your brand doesn’t possess Brand Magnetism.
Part of the Brand Funnel, Magnetism refers to the attraction your brand has with the target market.
There are two aspects to brand Magnetism. Firstly, the strength of the brand’s appeal and interest. Secondly, it is about the segments and groups interested in the brand. Understanding who is and isn’t interested in your brand is the first step in creating a strong marketing and brand strategy.
Brand Magnetism is the holy grail for many brands, as it is often associated with some of the best and most iconic brands in history.
Brand Fame
What is Brand Fame?
Brand Fame (also known as brand leadership) is one of the key metrics that indicate whether or not your brand has a USP and is seen by consumers as a ‘Leader’, ‘Different’ or ‘Characterless’.
There are two very important aspects to Brand Fame: Uniqueness & Leadership. Brands that lack either of these attributes tend to struggle, with little to set them apart from competitors.
A great example of this is people’s desire to own the Apple brand. The high levels of Fame (Distinctiveness and Leadership) correlate strongly with Brand Love and Consumer Loyalty, which have ultimately helped drive Apple’s dominant position in the market.
Brand Love
The Power of Love
The concept of Love in brand relationships has been receiving immense and escalating attention. It is considered by many experts as the essential ingredient for capitalising in today’s new order.
Brand Love underpins the consumer-brand relationship. It’s not an emotional or fluffy metric, but rather the holy trinity of brand metrics, combining three powerful metrics: Relevance, Need, and Trust.
Evaluation of brand tracking data has taught us, time and time again, that Relevance is arguably the most important metric of all – and is highly correlated with consumer behaviour.
Net Promoter Score
The Recommended Metric
Net Promoter Score was initially developed in 2003 by Bain & Co to help companies earn customer loyalty and inspire employees.
NPS is an important part of consumer research for many companies, as it is a measure used to gauge customer loyalty, satisfaction, and enthusiasm for a company
Further research by Nielsen has supported the metric, confirming that word of mouth is the most influential factor in consumers’ purchasing decisions.
Awareness & Mindshare
The Battle for the Mind
Many marketers believe Brand Awareness is a single metric – in truth, it’s a lot more complex than that! As experts in brand awareness measurement, we’d like to explain why.
Behavioural Economics has shown the importance of Availability Bias and that winning customers’ choices means being front of mind. Brand Awareness metrics include: Prompted Brand Awareness, Brand Recognition and Brand Recall. Together, we call it Mindshare.
Brand Health
8 Secrets to a Healthy Brand
- The 8 Essential brand image metrics are:
2. Ethical – Are you seen to be doing the right things?
3. Brand Identity -Does your Brand identity have Clarity?
4. Brand Noise – Is your brand grabbing people’s Attention?
5. Newsworthy – Is your brand worth talking about?
6. Outstanding – Do you offer exceptional Quality or Value?
7. Variety – Is your brand flexible and has multiple uses or benefits?
8. Accessible – Is your brand Readily Available and Convenient?
On Trend – Is your brand Topical & Current?
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Research Case Studies
A range of our brand research case studies
Recent Case Studies
Q&A Vision One’s brand research solutions
Brand market research specifically examines how customers perceive, experience, and connect with a particular brand and its competitors. It’s focused on brand equity, positioning, awareness, loyalty, and emotional resonance.
Brand research companies typically answer questions like: How many people are aware of my brand? What does our brand stand for in customers’ minds? How do we compare to competitors on brand attributes? What drives brand preference and loyalty? How strong is our brand awareness? Which brands to watch out for and have momentum.
Branding market research dives deep into the intangible assets that differentiate one company from another beyond product features and pricing. It measures brand health through metrics like Net Promoter Score (NPS), brand recall, consideration rates, and emotional associations.
We deliver a comprehensive suite of market research solutions designed to drive strategic growth. Our top market research company services include
- Advertising research and Ad testing
- Brand research (identity and brand equity)
- Brand tracking studies
- Business-to-business research
- Customer satisfaction and CX
- Ethnography and observation
- Idea generation and Co-creation
- International & global research
- Market segmentation and personas
- Messaging and Copy testing
- Online research and online surveys
- Pricing Research
- Proposition and Concept testing
- NPD and Product research
- Research training & Consultancy
- Shopper insights and Retail research
- Usage & Attitude surveys
We combine qualitative insight, workshops, and strategic analysis to uncover the core value your brand offers customers. Through techniques such as focus groups, stakeholder interviews, and competitor mapping, we help identify the positioning that will resonate most strongly with your audience and set you apart from competitors.
Effective brand strategy must be built on real customer insight. Our research helps businesses understand how customers perceive the category, what drives choice, and where opportunities exist for differentiation. This ensures your brand strategy is rooted in evidence rather than assumptions.
Kantar
Known for brand equity frameworks such as Meaningful, Different and Salient.
System1 Group
Focuses on emotional response and System 1 advertising effectiveness.
Vision One
Know for BrandVision and its brand wheel and the 8 brand equity metrics (including Brand Momentum).
Vision One offers extensive brand marketing research solutions, spanning qualitative and quantitative methods. Key benefits include:
- Pioneering techniques to uncover new insights and a deeper understanding of customers
- Latest advanced technology for enhanced data analysis and coding
- MRS Company Partners for the highest ethical standards of research
Here’s our top 5 resources for brands:
WARC and Institute of Practitioners in Advertising (IPA) offer excellent range of case studies, research and insights into advertiing and marketing effectiveness
If you’re passionate about the history of brands – why not checkout the museum of brands.
Contact Us
We are quick, responsive, and above all, our research is customised precisely to your needs, ensuring you get exactly what you need every time.
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