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Love Brands 2022, a ranking to study

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Love Brands 2022, a ranking to study

It was 2004 when Kevin Roberts, CEO of one of the most important advertising agencies in the world from 1997 to 2014, wrote “Lovemarks. The future beyond brands ”, a book that defined those product brands to which we are linked from an emotional relationship, from a relationship that involves all our senses, and that have been able to establish a sense of loyalty in the buyer, able to attract us beyond any form of rationality, whether economic or practical.

Book that made an era for marketers all over the world and that almost twenty years later, a geological era in any sector, including marketing of course, it is taken up by the evolution and actualization of the concept turning into love brands.

Analyses

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The Talkwalker report, an audience and consumer intelligence platform, which we at DataMediaHub have been using for some time, is dedicated to them, analyzing which are the most loved brands in the world, and in Italy, in this turbulent 2022.

The report (requires registration) has been processed analyzing 2.6 billion conversations relating to 1,500 brands operating in eight markets and twenty different sectors. A colossal work that provides interesting food for thought and action.

Likes, shares and comments are important, but the brands featured in this report don’t just generate a high level of engagement on social media. The most popular companies they use them to better understand their audience and what they seek. They know the specific characteristics of each social network well and are able to exploit them to improve people’s experience.

The perception of Italian consumers towards advertising on social media

by Pier Luca Santoro



The key concept emerging from the report is that beloved brands have put sustainability at the center and front of everything, adding new dimensions to sustainability. For these brands Social sustainability is continuously developing: They establish programs that guarantee employee well-being and fair working conditions for suppliers around the world. They implement initiatives for diversity, equity and inclusion, from internal company policies to external campaigns. They modify corporate operations and statutes to generate long-term growth without negatively impacting the planet and community. And of course they make their environmental initiatives public.

To establish what the 2022 love brands are, Talkwalker created the “Brand Love Index”, consisting of three equally weighted scores:

  • Passion: Measures extreme passion, positive or negative, towards a reality;
  • Satisfaction: Measures the level of satisfaction of the target customers by considering the reviews and customers identified;
  • Trust: Measure the level of trust between the consumer and the brand.

Passion. Building a strong connection with customers means igniting the passion and adapting the brand to their lifestyle. Consumers are looking for a match of values: this is me, this is what I believe in and this brand embodies it. 48% of Millennials intend to buy only from brands that align with their values.

Customer satisfaction. While the trend that sees e-commerce in the foreground intensifies in the post-pandemic, brands can differentiate themselves by adding a human and personal touch to their digital experiences. This hybrid approach is set to continue and successful brands are setting the standard for future expectations. The latest and greatest customer experience will become their standard for future purchases.

Confidence. In 2022, winning trust means taking action. It is no longer enough to communicate the values ​​of the brand. Throughout the pandemic and beyond, customers have wanted brands to act on their beliefs, support social causes, and actively work to make the world a better place. 85% of Generation Z say that trust in a brand is fundamental, or otherwise important, in purchasing decisions.

Big brands do not only come into contact with customers, but also with huge groups of consumers who, online, do not necessarily show much love for them. This does not mean that they are less appreciated by those who choose them, but the conversations about them are much more polarized than smaller brands.

The results of the report take this polarization into account, (di) showing how the most loved brands manage and mitigate the negative sentiment that concerns them, regardless of their size.

Overall, brands in the fashion and beauty and food sectors outperform the top 50 love brands. They all score higher or equal to each of their scores compared to the averages of the top 50 brands.

Those who want to be loved should follow their example:

  • Create valuable products that generate an effective environmental or social benefit, often through crowdsourcing feedback;
  • Implement initiatives to foster well-being in the workplace and a strong and direct communication on diversity, equity and inclusion;
  • Create emotional digital experiences by attributing value to the comfort factor and to a human approach;
  • Using new technologies to impress customers with personalized experiences and products.

The world‘s first love brand is the sports equipment company Asics, which demonstrates an unwavering commitment to supporting its founding philosophy. The brand invests heavily in social, environmental and economic sustainability initiatives and this year has generated constant and intense engagement thanks to a series of incredibly creative campaigns. Conversations about sponsored events are engaging and positive, and consumers appreciate the various strategic collaborations with other brands and the engagement of influencers.

In Italy, the gold medal goes to Aprilia, followed by Abarth and Illy, as shown by the infographic below.

Brand love generates willingness to pay more, with 86% of consumers spending more on a brand they love. Advocacy. In fact, brands that manage to establish an emotional connection generate three times the word of mouth compared to those that don’t. And Loyalty. An increasingly important aspect given that 75% of consumers have changed their shopping habits during the pandemic and are increasingly willing to choose other brands.

Welcome, or perhaps welcome back, to the era of love between the brand and the target audience. After all, social networks serve, or would serve, just that. To establish a positive relationship between brands, companies, entities and organizations and their respective target audiences.

From this point of view, the path of most Italian companies is still long and tortuous. We hope to have provided some action in this regard thanks to the summary of the Talkwalker report.

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