Brand love is in the air
Celebrating World Nutella Day and National Tim Tam Day
On 5 February, consumers joined in celebrations of World Nutella Day in homage to the much beloved choc-hazelnut spread. Though Ferrero now drives the celebration, Nutella fan Sara Rosso founded the day in 2007 to express her appreciation of the brand. Consumers can have strong emotional bonds with brands, even to the extent of love. Differing from interpersonal love where altruistic concern for the beloved is a key characteristic, consumers experiencing brand love are concerned with what the brand can provide for them. Yet this relationship is mutually beneficial as brand love can have a positive impact on key business metrics such as word of mouth, loyalty, resistance to negative information about the brand, and willingness to pay.
Consumers incorporate brands into their identity
Academia research suggests that brands form part of consumer identity – we use products to communicate our self-concept to other people in what is termed the extended self. Consumers can identify with brands, particularly when the brand is perceived to be similar, is distinctive, has social benefits and warmth, and the consumers have memorable experiences with the brand. And why is consumer-brand identity important? It is a key driver of brand love in addition to enduring passion and an emotional connection with the brand. Thus, brands that can create meaningful identities that consumers relate to are more likely to be loved.
Brands can drive brand love
The above drivers of brand love are within a business’s control – create memorable campaigns that connect the brand with the consumer. For example, National Tim Tam Day, held on February 16th each year, celebrates one of Australia’s iconic biscuits. While the origins of the celebration are unknown, consumers have jumped on the chance to show their appreciation of Tim Tams, using #timtamday across social media platforms. In 2019, the New South Wales town of Tamworth renamed itself to TimTamworth for the day in honour of Arnott’s beloved chocolate biscuit. This year, Arnott’s plans to set the world record for the most people doing a Tim Tam Slam, with Sydneysiders invited to attend celebrations, complete with fete-style games and free chocolate. Tim Tam’s celebrations are memorable and provide tangible benefits to consumers, with last year’s celebrations spurring many Tweets with #timtamday.
Brand love can be a powerful relationship, though it must be cultivated. Give consumers a reason to love your brand, and you will both benefit from the relationship.