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In today's dynamic B2B landscape, in which interactions have evolved from transactional exchanges to meaningful engagements, measuring brand love has emerged as a strategic imperative.

That concept of brand love, deeply rooted in the dynamics of human relationships, underscores that brands—much like individuals—thrive through sustained, meaningful interactions that foster trust and affinity.

For all businesses, understanding and measuring brand love can provide a competitive edge and drive long-term success. Accordingly, to develop a successful strategy, executives must understand what makes up brand love.

The Essence of Brand Love

Brand love transcends mere preference or recognition; it involves fostering deep affective connections that resonate with consumers on an emotional level.

Susan Fournier's seminal work, "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," highlights that strong brand relationships mirror interpersonal relationships, featuring elements like love, passion, and even separation anxiety. That insight is crucial for B2B marketers, as it emphasizes that business clients, much like individual consumers, form deep emotional bonds with brands, influencing their loyalty and advocacy.

Recognizing such emotional connection is key to understanding why brands constitute some of a company's most valuable assets.

Executive Buy-In and Strategic Asset (Brand) Management

Executive buy-in is essential to strategic asset management, and brand love metrics are necessary for providing a nuanced understanding of brand health beyond conventional financial metrics. B2B marketers often prioritize short-term gains, such as lead generation and sales spikes from campaigns, but brand love is indicative of long-term engagement and loyalty.

In competitive B2B markets, brands that successfully cultivate brand love distinguish themselves more effectively by consistently delivering on their promises, engaging authentically with their clients, and aligning their values with those of their customers.

For example, a technology company that prioritizes customer support and continuously innovates its products based on client feedback can create a strong emotional bond, resulting in higher market share, customer retention, and resilience against competitive pressures.

Amazon exemplifies that approach through its customer-centric innovation strategy. By listening to customer feedback, Amazon Web Services developed products like Amazon SageMaker Data Wrangler, significantly improving customer satisfaction and loyalty.

McKinsey research shows that companies leading in customer experience achieve more than double the revenue growth of their peers by focusing on customer satisfaction and long-term engagement.

Innovative Approaches to Measuring Brand Love

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Why Understanding and Measuring Brand Love Should Be a C-Suite Imperative

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ABOUT THE AUTHOR

image of Alvaro Melendez

Alvaro Melendez is a co-founder and the CEO of Crant.ai, a creative machine-learning company that has become one of the most innovative companies in the field of data-driven brand intelligence.

LinkedIn: Alvaro Melendez