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, Flurry Global Internal Data, 2016

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–25%. Do something no other brand does, or do it better. Give consumers what they want before they ask.

Set trends

The second biggest driver of brand love in Singapore, making up 19% of brand love. Innovation doesn’t stop at your product. Rethink every touchpoint with consumers.

Build trust

The third biggest driver of brand love in most industries and markets, making up 17% of brand love in Singapore. Goes hand in hand with brand loyalty and admiration. Get personal with customised experiences that build a foundation of trust.

Share values

Drives 14% of brand love in Singapore, 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 13% 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 12% of brand love. Consistently demonstrate fairness and reliability. Address public scandals head on. Love works both ways, and brand love is no exception.

Expectations by industry

Exceed the expectation

For CPG brands, the fastest way to grow brand love is to give consumers what they want before consumers even ask. The exceeds needs score is 24% above average, and matters more for CPG brands than any other industry.

Drive love with respect

Respect is a big part of what drives love for entertainment brands. So make consumers feel valued and respected: When they feel they are, their love is yours.

Treat consumers like members

The largest opportunities for financial brands to build love is to create personalized experiences that show respect, trust, and exclusivity.

Brands who are building love




DBS Bank


Visa receives high brand love scores by delivering better than other brands on builds trust and shares values. It performs well on all brand love metrics.


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 in love.


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.

DBS Bank

DBS Bank's investment in exceeding needs and respecting consumers has accrued them more brand love than all other Singapore banks.