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.

Oath, Brand Love Index Global Study, 2017; Oath, US Omnibus Survey, November 2017; Oath, Flurry Global Internal Data, 2016

The six drivers of brand love

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

Exceed needs

Drives a bigger chunk of brand love than any other behavior— 30%. 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 U.S. Goes hand in hand with brand loyalty and admiration. Get personal with customized 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 14% of brand love in the U.S., more than anywhere in the world except 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 8% of brand love. Consistently demonstrate fairness and reliability. Address public scandals head on. Love’s a two-way street and brand love is no exception.

Put the "good" in goods

More than other categories, people expect packaged goods to share their values. 61% of consumers expect CPG brands to actively support environmental causes. Align with your consumers' values, and the love will grow.

Raise the bar, 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 50% 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 T&T 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 hawking your latest release: form meaningful bonds with audiences by creating utility, value, and personalized 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, 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 50% 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 pretzels. It might pay off.

Brands you could learn from


Disney Resorts






Yahoo Sports


FedEx delivers big when it comes to exceeding needs, beating the next brand by almost 10+ pts. It drove them straight to the top of this year's most loved brands.

Disney Resorts

Walt Disney famously said, “I believe in being an innovator.” At 50 years old, his company still lives up to that goal. So much that it tops our list of trendsetters. Visitors come back just to see what Disney does next.


One of our top five brands overall, Nike is loved for lots of reasons. Their values are a hit with the 35 & under crowd. Their product is all quality. But most of all, it's because Nike represents something bigger than a brand. It represents a mantra, a lifestyle that everyone aspires to.


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.


Visa knows that the way to build credit is to build trust. When it comes to trust, they score 15+ points higher than the next brand, and 30% higher than category average. Their tagline says it all—they're "everywhere you want to be."


Need proof of the power of positive marketing? Dove is it. Their body positive messaging makes them one of the highest scoring brands among young consumers and women. The campaign is based on a true respect for their audience. And that respect is returned.


HuffPost isn't shy about supporting issues. That's why 44% of love for the brand comes from sharing their readers' values. 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.

Yahoo Sports

Sports fans of all ages love Yahoo Sports. That's because they exceed their audience's needs, with an experience that goes well beyond what they find elsewhere. And since a big part of their product is the highly personalized experience, a lot of their love comes from trust.

Let's make some brand love

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