In marketing literature the term Brand Love is used quite consistently but recent events, for example the fall of BlackBerry from glory, indicate that there is nothing like Brand Love. The only important thing is the customer satisfaction and the customer will, without any hesitation, dump a product as soon as it looses its charm and fails to satisfy the customer expectations. What is your take on it?
Brand love has to be earned and nourished constantly: if customers are not happy, they will start searching for better alternatives (if there are any...). Of course some people buy brands just because they are currently 'hot' even if their products are not the best, but such popularity will also vanish over time. So, a company that wishes to stay popular will have to work constantly to be better than others (it's like swimming upstream, if you don't swim, you'll go downstream, if you swim just a bit, others will swim past you, but if you're really swimming as fast as possible, you may stay ahead of others).
Thank you Tiia Vissak, I think by the very definition of the word "love" the Brand Love should not be affected by the decline in performance of a brand. Once established it should stay regardless of whether the brand looses or wins a battle else it shouldn't be called brand love. I think love is characteristically different from popularity isn't it?
Love between people does not also always last forever... people change, and love may also vanish.
I would like to appreciate the reasoning behind the question. Now first of all we should not generalize the conception of interpersonal love towards brand love or love mark, as we can't explain parental love on the basis of theory of romantic love. Secondly we can find literature(very little) that distinguish love emotion and love relationship. Emotion love like all other emotions is short term however love relationship is long term and can stay for many years. In the end I would say that termination of relationship is reality but it doesn't deny brand love.
Please find attached a paper which discusses Brand Love comprehensively. Also have a look of following works:
1) Brand Love Scales: Rick Bagozzi, Rajeev Batra, and Aaron Ahuvia. Working Paper. University of Michigan. September 29, 2013.
2)N. Albert et al. When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research 61 (2008) 1062–1075.
The second reference attempts to answer whether consumers can experiment feelings of love for a brand. Is the feeling of love for a brand similar to a feeling of love for a person? What dimensions characterize the feeling of love toward an object (brand)? Do people feel this love relationship in the same manner across countries or cultures?
Ongoing researches suggest the obvious existence of Brand Love, however, like any love, there should be no guarantee for this love to be infinite. There is always a 'Because' behind Brand Love and the strength of this 'Because' determines the consistency of love for a brand.
Hi Rauf,
Wasa Knäckebröd has the kind of brand equity that you are talking about. I have tried other crispbreads that have the same taste, but not the authentic Swedish history of Wasa. At one point in my life (maybe 25 years ago) I saved trademarks off their packages so I could get a collection of plastic containers that were designed to hold exactly one package of Wasa Knäckebröd and no other kind of crispbread fits perfectly into these containers. It doesn't matter that other crispbreads have the same taste and texture and can be purchased for $1 less per package. I LOVE Wasa and I gladly pay more to see Wasa crispbread in my plastic Wasa containers. I put these plastic containers of Wasa Knäckebröd on my elegantly decorated banquet tables at Thanksgiving and Xmas when I use my best china and silver. I am absolutely devoted to Wasa. Fortunately, my local grocery store carries it or I would travel to the warehouse district to find an IKEA and buy each month's supply. That, my friend, is brand love!
Gwen
When a brand reaches both a high real and desired level of integration with the consumer’s sense of self, that consumer feels love for the brand (Ahuvia,1993).
Very simple. Desire creates Brand Love. If you create Brand your goal can be to develop some kind of addiction to your Brand, in the mind of consumer.
My personal opinion is that Brand Love is just a trendy word. Marketing experts and marketing "illusionists" like to invent catchy words and names.
A love brand is a brand that is loved by consumers and manages to create emotional bonds with them. They do it by transcending the traditional relationship that exists between company and customer
Brand love is a marketing strategy that looks to adopt brand-loyal customers and turn them into advocates or influencers for your brand. In an effort to achieve this culture, brands must foster customer satisfaction, customer value and relationship marketing.
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