NEW YORK--(BUSINESS WIRE)--Oath, a subsidiary of Verizon (NYSE, Nasdaq: VZ) today introduced the first Brand Love Index, a new research study revealing key factors that drive consumers to love brands. Oath worked with Kantar Consulting, a division of Kantar, one of the world's leading research, data and insight companies, to analyze data from more than 150,000 consumers across 13 countries, to define six drivers of brand love that span industries, age, gender and nationality, with results of what actually moves consumers.
"Building a successful brand is more complex than ever, but it's clear that love is the most important ingredient to creating long term affinity and ultimately driving sales," said John DeVine, Chief Revenue Officer, Oath. "At Oath, we're passionate about building brands people love and insights from our new Brand Love Index will help our global partners adapt their strategies to create more meaningful connections and deliver on what consumers really want. We are excited to work with our advertising partners to determine their brand love score, a proprietary metric derived from the Brand Love Index, to help ensure their marketing campaigns and messages are impacting it, in addition to driving awareness and purchase intent."
What Drives Brand Love
There are six key drivers of brand love, and a brand can be measured by how well it exceeds needs, sets trends, shares values, builds trust, elevates experiences, and respects consumers. By analyzing these drivers, the Brand Love Index revealed the following insights to help marketers build brand love:
1. Outperform and overdeliver.
2. Take a stand.
3. Rethink, reinvent, repeat.
4. Make it personal.
5. Act their age.
Brands Building Love
Based on the Brand Love Index, these are a few examples of brands successfully building brand love among US consumers. FedEx delivers when it comes to exceeding needs, beating the next brand by almost 10 points. Apple is the poster child for trendsetting in the tech category, and Disney Resorts scores highly for the travel vertical. Nike is loved for sharing values, one of the top five brands overall. Visa knows that the way to build love is to build trust, and they score more than 15 points higher than the next brand and 30 points higher than the category average. And Dove is among the most loved health and beauty brands, with the strongest score in respecting consumers, 59% higher than the category average.
Oath's Brand Love Index brings a new perspective by unpacking the drivers of brand love, relevant in today's landscape, universal (across age, gender, race and nationalities) and actionable. Quantitative and qualitative consumer research and analysis was completed in Q4 2017 to create Oath's proprietary brand love score, which was applied to the BrandZ Database from WPP and Kantar Millward Brown, with a sample size of 159,600 across the US, Australia, Brazil, Canada, France, Germany, Hong Kong, Italy, Japan, Singapore, Spain, Taiwan, and the UK. To learn more, visit www.love.com.
Oath, a subsidiary of Verizon, is a values-led company committed to building brands people love. We reach one billion people around the world with a dynamic house of media and technology brands. A global leader in digital and mobile, Oath is shaping the future of media. For more on Oath, visit www.oath.com.
Julie Nicholson, 917-471-0325