Global 2015: 10 YEAR RESULTS | 6. LOVE ISN’T ALL YOU NEED, BUT IT’S POWERFUL
Brands can’t survive on love
alone. But love has a multiplier effect. Brands that are loved by consumers increase more rapidly in Brand Value – and the impact is substantial. Over the past 10 years, the rise in value for brands scoring high in the BrandZTM "Love" metric was 10 times greater than the value rise for brands scoring low in Love.
Love measures the emotional affinity of a brand. It’s not simply about making the brand warm and friendly, although that’s fine, if it’s genuine. Rather, love usually follows great performance. Brands from across categories score high in love, from a payment system like Visa to fast-food giant KFC to Baidu, the Chinese search engine.
Sometimes brands do all the right things but are not highly loved. Then love is an area to boost, because love is a key component of making a brand meaningful. Loved brands exist in partnership with their customers and try to understand the world from the customer’s point of view.
Loved brands are highly valued
Over the past 10 years, the rise in value for brands scoring high in the BrandZTM Love metric was 10 times greater than the value rise for brands scoring low in Love.
Love alone is not enough. But when love is part of the full package
of efficacy and purpose, and communication is humane in tone, love can strengthen brand loyalty and drive brand value growth. Sustaining love depends to a large degree on continuous and genuine communication.