Fashion evokes the most love with three brands in the top 10, says the report. Nike’s overall brand love can be attributed in part to their recent commercial presenting their first sports hijab for female Muslim athletes stimulating ample social media engagement for Nike. Zara has relatively few negative brand love mentions compared to the other fashion brands, a mere 608 negative mentions in a total of 1,137,736 mentions.
The report leveraged NetBase’s social analytics technology to examine six key British industries in social media mentions, ranking the most loved brands in fashion, technology, beauty, automotive, luxury and food and beverage.
“Fashion companies continue to dominate as the most loved brands in the UK, but what fascinates us is the continued support for the heritage British luxury brands Burberry, Harrods and Ettinger, respectively coming in as the 4, 5 and 6 luxury brands with the term ‘love’ standing out,” said Paige Leidig, chief marketing officer at NetBase. “The brands are a good mix of young and mature companies and positive movement can be attributed to brands making strong connections with their customers and launching innovative social campaigns.”
When it comes to brand love there is a big difference between ‘like’ and ‘love’ and NetBase’s advanced technology can measure the strongest emotions shared about brands. Brands that know how their customers feel can cultivate strong relationships to set a foundation for future brand growth. This insight is invaluable as the more passion for the brand, the less the consumer relies on price as the deciding factor.
The NetBase Brand Passion Report 2018 is based on brand conversations including over 64 million earned mentions across social networks, review sites, blogs, forums and news sites inclusive of Twitter, Facebook, Instagram, Tumblr and millions of other sources during the one-year period from January 2017 through December 2017. Using NetBase’s patented technology, the report measures the strongest consumer emotions towards a brand. (KD)
Fibre2Fashion News Desk – India