Cookies remember you so we can ensure to give you the best experience possible. By using this website or closing this message, you are agreeing to our cookies and policies

Do not show this message again
UK Insights

A little bit of love goes a long way

Nigel Hollis

Chief Global Analyst

Brands 03.11.2016 / 16:30

Man at concert making heart symbol with hands

People don’t love brands, but they do quite like them

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.

Nigel Slide

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

Editor's Notes

For more information or to interview Nigel Hollis, contact us.

Latest Stories

The experts at Kantar look at alcohol consumption habits in the UK

The latest Kantar Worldpanel data shows supermarket sales have increased in value by 3.2% year on year in the run up to Christmas.

The perennial priority of any business is growth. But today that challenge is harder than ever and with a smaller margin for error.

Social media advertising is a good way to create long-term brand impact, boosting metrics such as brand awareness and association.

According to Kantar TNS’s latest Connected Life research, brands still have work to do to build trust in digital channels.

Related Content