brand affinity

Definition

The emotional connection and loyalty consumers feel toward a brand beyond rational product attributes. It's when people buy your overpriced product because they've developed feelings for a corporation, which should concern everyone.

Example Usage

Our brand affinity study shows customers would 'feel sad' if we disappeared, though not sad enough to actually recommend us to friends.

Origin

Brand marketing concept developed in the 1980s-90s as emotional branding gained prominence

Fun Fact

Apple has one of the highest brand affinities measured, with customers exhibiting brain activity similar to religious devotion when viewing the logo.

Source: Brand marketing and consumer psychology terminology

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omnichannel marketing

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