Talkwalker, the leading social listening and analytics company, has published the results of their latest report – The Brand Love Story 2020. The report comes at a pivotal time, as brands adapt to the new normal. Brand love is known to improve consumer loyalty & advocacy. As companies adapt to a post-COVID marketplace, the report reveals 11 strategies and key actionable takeaways, to help benefit any brand in the coming years.
Lego was picked as No.1 overall because of the diversity of products, their ability to create relatable products for all markets, and pure nostalgia factor the brand generates, has led them to be the world’s most loved brand. The brand has strong sentiment and engagement across the board. The brand uses nearly all “brand love” methods to build a completely engaged, relevant community. Creating new products to target a broad range of consumers (aged 4 to 99), with new onbrand-themed sets produced regularly, and even encouraging consumers to create their own sets through their Lego Ideas site. Fuelled by nostalgia and more, Lego writes the brand love instructions.
Some Asia Pacific brands that ranked highly globally include Singapore Airlines, Tiger Beer and Giant Hypermarket. The results were generated from a quarter of a billion conversations around 781 brands over the last 6 months of 2019. Using their proprietary AI-powered sentiment analysis, and industry-first image and video analytics, Talkwalker was able to identify the signals that predict brand love. Even when a brand is not directly mentioned.
“We dived deep into what it takes for a brand to be loved. We’ve looked at various factors to identify brands that are making a difference in their industries – more than just the volume of mentions, we looked at how they are engaging their audience, and truly impacting the community,” says Ben Soubies, Talkwalker JAPAC Managing Director.
Talkwalker also highlighted Asia Pacific’s homegrown brands that are making waves across verticals including Marina Bay Sands (hospitality), Billabong (retail), Maxis Communications (telco), and Lazada (eCommerce).
“We want this report to provide inspiration and benchmarks for brands in Asia Pacific and Japan to focus on building a meaningful connection with their audience,” Ben continued. “This is why we’ve looked at brands from a range of industries that epitomize the idea of brand love.”
For more data from Talkwalker’s Brand Love Story 2020 report and the complete list of most loved brands, download the full report here.