Emotional brand loyalty is the holy grail of brand building.  This report takes a fresh look at the emotional bases for loyalty and how best to leverage them.

The study is relevant to anyone involved in managing brands or advising those who do.   It is about emotional loyalty right across different brands and sectors.

The report shows that emotional brand loyalty is a more complex phenomenon than simply customer care.  Deep emotions lie buried within four main bases for loyalty:

- Shared Values
- Customer Care
- Product Quality
- Simplified Decisions

The report identifies the emotional content within each of these four bases, building to an overall brand loyalty road map.  Further sections look at the deep ideas underpinning loyalty, how loyalty is framed and demographic segmentation.

 

Methodology 
We used ZMET – the Zaltman Metaphor Elicitation Technique – a patented method for qualitative deep dives into the minds of consumers. ZMET helps consumers surface thoughts and feelings that may otherwise remain hidden.  Crucially, ZMET allows the consumer to define the agenda, making it an ideal technique for taking a fresh look at this issue.  Results are based on 16 two-and-a-half hour interviews with consumers aged 25-40, with personal incomes of at least £25K per annum, who say they switch or complain if they are not happy with a brand or supplier.

 

Ordering
The report is available at £450 (VAT Free). To order your copy, click on the payment link to the right to be taken through a secure ordering process. We will then send you your copy immediately.

 

Contacts
For queries you can call BDRC on 020 7400 1000 and ask to speak to one of the people below:

Tony Wornell
Roger Donbavand
Mark Long
Robert Dodds

 

Table of Contents
1. Introduction

2. What we found . . . overall
Four main bases for brand loyalty
So Where is Emotionally Driven Brand Loyalty?
Emotional Loyalty

3. What we found… in more detail
Simplified decisions - basis for brand loyalty
Simplified decisions - mental road map
Product quality - basis for brand loyalty
Emotional elements of product quality
Feeling relaxed, having trust
Product quality - mental road map
Customer care as a basis for brand loyalty
Business retrieval - playing with fire!
Customer care and brand loyalty - mental road map
Negative brand loyalty - customer care map
Shared values as a basis for brand loyalty
Brands as icons
Belonging - joining the tribe
Brands that are admired
Shared values basis for brand loyalty - mental road map

4. Emotional Brand Loyalty: Overview
The Overall Brand Loyalty Road Map
The Brand Loyalty Road Map
Mapping one brand
Emotional loyalty and involvement
Framing Brand Loyalty
Brand loyalty demographics
Brand Differentiation
Implications for your brand