Brand Love

Loyalty Science Lab
9 min readFeb 14, 2024

A Practical Guide to Understanding, Building, and Leveraging Brand Love

Photo by Bart LaRue on Unsplash

When we talk about love, a person is usually at the receiving end of that love; but if your brand is really lucky, it can also become the object of people’s love. Not just “I like this brand” or “I always buy this brand”, but “I LOVE this brand.” We call this brand love.

Initially built on the triangle theory of love between people, brand love has been studied extensively by researchers over the last two decades.

The Triangle Theory of Love
Image source: Rafy, Public domain, via Wikimedia Commons

In this article, we dive into what brand love is, why it matters, how you can build brand love, and how you can assess the love for your brand.

  1. What is brand love?
  2. The financial impact of brand love
  3. How to build brand love?
  4. Measuring brand love?

What Is Brand Love?

Just like love is complex among people, brand love is not a simple concept.

Brand love is the degree of passionate emotional attachment a satisfied consumer has for a brand.

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Loyalty Science Lab

We are a university research lab devoted to scientific research on brand/customer loyalty. Follow us at https://www.linkedin.com/company/loyalty-science-lab.