Switched-on Brand Consultancy BrandHouse have this month revealed the results of their extensive research into the importance of an Emotional Connection between Brands and their Consumers. “The BrandHouse Emotion 100” study reveals which top Brands have an emotional connection with their Consumers, giving them “emotional competitive advantage” over their rivals, and more importantly, why.
As discussed this month in Marketing Magazine, as the downturn continues, and shoppers continuously seek cheaper alternatives, including own-brand products, it is increasingly important for the world’s leading brands to stay on top of their game, by understanding how and why they need to gain this advantage.
Following a chat with BrandHouse Managing Director Crispin Reed, I got all the insider knowledge on the report to fully understand the extent of the research.
Following an extensive overview of the academic studies surrounding emotion, the BrandHouse team centred their study on 7 key dimensions of emotion. Using a representative sample of 2000 UK consumers aged 16 – 64, each consumer was asked questions, enabling them to rate each of the 100 ‘most significant’ brands based on these 7 dimensions. These dimensions include contentment, belonging, compassion, pride, enjoyment, excitement and desire.
Sectors including technology, Food and Drink scored highly, with brands including Google, Sony, Heinzand Kellogg’s proving brands with the highest emotional connection, whilst sectors including hotels, leisure and newspapers scored less. To read more about the study read here. Want to know more about how to gain emotional competitive advantage? Go here…
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