These 6 factors transform brands into "love brands"

Building a successful brand is more complex today than ever before. Various factors play a role—but above all, a love for the brand is crucial. But how does such enthusiasm actually develop among consumers? And what factors help companies strategically cultivate brand loyalty in order to boost sales over the long term? As part of a global study, Oath* partnered with the market research firm Kantar to survey 159,600 people, including 20,400 in Germany.The results for the German market reveal the following ranking of brand-love factors that inspire consumers in this country:Exceeding expectations:Across all industries, what a product can do and whether it meets expectations is the most important factor: 32 percent of respondents appreciate a brand that offers them more than they expected. It is also crucial that products impress in terms of performance, design, and quality.Build trust:One in five consumers (21 percent) wants to be able to rely on the brand's promises and expects transparency and open communication.Innovation and Trendsetting:Brands convince German consumers when they set trends: 20 percent are inspired by brands and enthusiastic about innovations.Appreciation for the customer:In order to be valued and understood as a customer, 10 percent expect a brand to address them personally and in a way that is relevant to them.Shared Values:Recognizing themselves in the long-term values of the brand and experiencing the brand offering as a valuable contribution to personal issues is decisive for 9 percent of German consumers.Creating brand experiences:Nearly one in ten (8 percent) expects their favorite brand to stand out from the competition by offering unique brand experiences. Using these six factors, Oath will in the future offer its clients the ability to determine a brand’s so-called Brand Love Index. "Our new index helps our partners around the world adapt their brand strategies to win over consumers in the long term and deliver what they truly want", said Markus Frank, Managing Director for Germany, Austria, and Switzerland at Oath. "The index not only helps measure a brand's appeal, but above all ensures that a brand's marketing campaigns and messages promote brand awareness and purchase intent."*Oath, a subsidiary of Verizon, builds brands that users love. With its broad portfolio of media and technology brands, Oath reaches one billion people around the world. Oath is a global leader in the digital and mobile sectors and is shaping the future of media.