Love builds brands. What builds love?

We got 150,000 consumers in 13 countries to reveal what makes them love their most-loved brands. These top six takeaways will lead your brand to love's door.

The six drivers of brand love

100% of brand love is driven by six brand behaviours that hold up across industries and generations

Exceed needs

Drives a larger amount of brand love than any other behaviour—32%. Do something no other brand does, or do it better. Give consumers what they want before they ask.

Build trust

The second biggest driver of brand love in most industries and markets, making up 21% of brand love in the UK. Goes hand in hand with brand loyalty and admiration. Get personal with customised experiences that build a foundation of trust.

Set trends

Drives 17% of brand love. Innovation doesn’t stop at your product. Rethink every touchpoint with consumers.

Share values

Drives 13% of brand love in the UK, more than anywhere in the world except the US and Taiwan. Establish your core beliefs, act on them to make the world better and make it a part of your message to create an emotional connection with your consumer. It’s equally important to all generations.

Elevate experiences

Drives 10% of brand love and is key to brand loyalty. Consumers are willing to go out of their way for, and give second chances to, brands that do this well. Make every interaction more creative, more thoughtful, more impactful.

Respect consumers

Drives 7% of brand love. Consistently demonstrate fairness and reliability. Address public scandals head on. Love works both ways, and brand love is no exception.

Put the "good" in goods

More than other categories, people expect packaged goods to share their values. 66% of consumers expect FMCG brands to actively support environmental causes. Align with your consumers' values, and the love will grow.

Raise the standard, retailers

Love for retail comes when you exceed people's needs — more than in any other category. With people spending 5+ hours a day on their phones, those needs include mobile. The entire shopping experience has to be seamless and personal, from the screen to the store.

Drive love with relationships

Cars are all about the journey. The buyer experience means 52% more to brand love in the auto industry than anywhere else. That's why the best auto brands build individual relationships, target with premium experiences and get very, very personal.

Show people a personal side

Trust is a big part of what drives love for tech and telecom brands. It's 80% more important here than in other categories. So get personal — be the tech and telecoms giant that makes every person feel like they're your only customer. When they feel they can count on you for fairness and reliability, their love is yours.

Shine the spotlight on trust

People look to entertainment for the hottest trends and the best experiences, more than any other industry. But entertainment brands scored 50% lower in trust compared to the average across industries. Go beyond just selling your latest release: form meaningful bonds with audiences by creating utility, value and personalised experiences in all your touchpoints. Custom content and more precise targeting could be the way to set yourself apart.

Put everything into innovation

In finance, people are bullish on function and trust and bearish on trends and experiences. But this represents a big opportunity. Finance brands can build love by focusing on innovation. Push the way you engage with customers through your product, and things will start looking up.

Go above and beyond for passengers

What makes travel unique is the importance of respecting people. It's 150% more important here than in other industries. This means that a brand with a strong persona will take a backseat to brands that deliver on personal, consumer-first relationships. So give that guy in coach an extra bag of snacks. It might pay off.

Brands who are building love


British Airways








IKEA (literally) builds brand love by performing better than other retail brands when it comes to elevating experiences. It's what sets them apart as one of the top trendsetting brands.

British Airways

When it comes to travel brands, British Airways flies high above the pack. They've become a leader in the travel industry by delivering better than others in exceeding needs, building trust, sharing values, and respecting consumers.


McDonalds makes all their food with love — brand love, that is. It's why they're one of the most well known and well loved brands in the world, and perform better than their competitors when it comes to respecting consumers.


No surprise here: Apple is the poster brand for trendsetting. Their products literally change the way we live. It's this relentless pursuit of what's next that keeps consumers head over heels.


Stripping back ad campaigns is what helped Nationwide create true, authentic, human connections. Nationwide has built crazy brand love by exceeding people's needs, building trust, and respecting their consumers.


Need proof of the power of experience? Boots is it. This heritage brand ranks as one of the highest in exceeding needs and building trust.


HuffPost has always been a leader in its field. That's why 29% of love for the brand comes from setting trends and being thought leaders. They're a hit with Millennials for that very reason. People are drawn to brands that align with what they believe in, and that's true for news now more than ever.


BMW is a brand love powerhouse. People love it for lots of reasons, but mostly because they respect consumers and elevate experiences. It's what helps them stand out in an industry where you live or die by the love you earn.

Let's make some brand love

Reach out for a closer look at our research and how these insights can fuel your strategy.