Creating 'Brand Desire': an Asian perspective

What is it that makes some brands irresistible, and others forgotten? In a global study of Brand Desire among 17,000 consumers, brand consultancy Clear asked consumers to rate more than 150 well-known international and local brands, in terms of desirability.

Creating 'Brand Desire': an Asian perspective

Kunal Guha Clear

It is well known that having a great brand can add enormous value to your business. But what is it that makes some brands irresistible, and others forgotten? Human desire is the fundamental motivation to all human action, and brands that can evoke this powerful emotion in consumers are pulling ahead of their competitors. What is it that makes consumers 'desire' brands?

Brand consultancy Clear recently completed a global study of Brand Desire among 17,000 consumers – including more than 5,000 in China and Singapore. Clear asked consumers to rate...

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