A New Perspective on Building Brand Loyalty

One of my must-read blogs each week is Aaker on Brands, and this week's post offers some interesting new thoughts on building brand loyalty. The post is titled "Does Brand Love Really Exist", and recounts a recent study exploring what a person means by loving a brand or other object and a quantitative study to identity its underlying dimensions and the output or value.

The qualitative studies found that subjects identified these ten characteristics for brands they loved:

1. The brand is the best in every way from value, to key attributes, to experience. 
2. The brand connects to something deeper than its functional benefits. (e.g. Apple represents creativity and self-actualization.).
3. The brand creates emotional benefits like being happy (e.g. “Pinkberry frozen yogurt makes me smile.”).
4. The brand provides self-expressive benefits and high levels of word-of-mouth buzz.
5. The brand generates affection and warm-hearted feelings. 
6. There is a natural fit and harmony between the user and the brand they love.
7. The brand stimulates a desire to maintain proximity to the brand and even feeling “separation distress.” 
8. The brand engenders a willingness to invest time, energy and money into loved brands
9. The brand is somehow involved in frequent, interactive contact with the consumer.
10. There is a long-standing relationship history.

These findings were from a qualitative study, but a separate quantitative study by the same researchers found that the brands people profess to love predict loyalty, word-of-mouth communication and resistance to negative information.  As David concludes in his post "This, to me, is an impressive validation and elaboration of what had been basically a common sense analogy. Each of the 10 characteristics has implications about the creation, maintenance and measurement of loyalty."

So what does this mean for you and your clients, and the marketing programs you develop?  
Well, it is certainly a validation of the need to understand and communicate the emotional benefits, not just the attributes of your brand. But more than that, I think it says that brands should be treated as a  living, breathing extension of their users if they want to be "loved".

And if they want to have a loyal user base.