Cultivating brand love for the win

Defines “brand love” and discusses how marketers can cultivate brand love during these economically uncertain times.

Rocco Baviera/

The shaky economy and a looming recession may tempt some marketers to boost their lead-generation efforts at the expense of brand advertising, but that would be a mistake. According to the 2022 Kantar BrandZ global ranking, a list based on corporate financial data and quantitative consumer research, the combined value of the world's top 100 most valuable brands grew 23 percent this year, compared to 2021.

"With inflation and the economy as it is, brand plays a massively important role," says Niels Neudecker, brand solutions lead and SVP of insights for North America at Kantar. "Consumers...

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