When we measure instinctive emotional preference for brands on a scale from strong disliking to strong liking, we find 90% of brands fall in the slightly positive range. Normal people don’t tend to love brands, they just quite like them.
However, even a little bit of love goes a long way, and people will pay more for a brand they like. Kantar Millward Brown finds that if people like brands they are 39% more likely to say those brands are worth more than they cost. Growing brand love helps justify a price premium.
Digital behaviours reflect overall brand performance, so social media performance is linked to how new and innovative a brand is seen to be, and search engine performance is linked to how top of mind a brand is. And online buzz can drive sales. For some brands the impact on sales can match that of TV.
The key to success is generating brand-linked emotion, grounded in insight, which will build love and gain more buzz, amplifying the impact of brand love.
Source : Kantar Millward Brown