The six universal drivers of brand love

Chiara Manco

Kantar Consulting and media company Oath conducted research across 13 countries and 150,000 consumers to identify the key drivers of brand love.

"When you come into this industry, you need to have a point of difference," according to Anita Caras, international research director at media company Oath. "We came up with a really novel statement: that we wanted to be here to build brands that people love."

Speaking at the IAB Europe Interact conference (Milan, May 2018), she outlined a research study in partnership with Kantar Consulting that identified six global drivers of brand love.

The nature of brand love is different to that of human love, she explained, the latter being almost exclusively emotional, while the former deeply rooted in function....

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