Strong brands don’t just win hearts, they drive financial results. MarketCast’s third annual Brand Fandom study (which analyzed three years of data across 160+ brands and 21 categories) shows a...
Imagine explaining to a Star Wars fan how brands can have dedicated fans too. They might wonder what makes a brand appealing to consumers, beyond just big advertising budgets, thousands of retail locations, or flashy products.
In our Brand Fandom series, we’ve explored that true Fandom goes deeper than that. Here are a few of the traits of brands that do it well.
Consider two very different brands with equally passionate, loyal fans: Chick-fil-A and USAA.
Chick-fil-A scores highest for MarketCast Brand Fandom (in the QSR category) despite having only 3,000 U.S. stores compared to McDonald’s 14,000+. Fans love the food, exceptional service, and the commitment to closing on Sundays for employees.
By contrast, USAA, spends less on advertising than other insurance competitors, yet outperforms all of them in every Brand Fandom metric. Their secret? A dedication to veterans makes USAA customers proud to be associated with them.
With flexible shopping options, including pickup and delivery, and personalized digital shopping experiences, Walmart has evolved well beyond its legacy as a discount retailer to entwine itself in the lives of its customers. Meanwhile, Target’s private label brands, such as Good & Gather, offer customers high-quality, better-for-you products.
The Home Depot prioritizes service quality and employs knowledgeable and experienced staff for a wide range of home projects. Its researchers and marketers also expertly balance specific advertising messages for both its DIY consumers and professional contractors.
Subaru’s ads consistently feature a “helping others” theme that reinforces the brand’s “Share the Love” campaign. These popular ads, showcasing Subaru employees supporting various causes—from fighting cancer to saving animals—effectively tug at our heartstrings. They also build awareness and trust with prospective car buyers, particularly younger ones who are often distrustful of marketing messages.
To maintain Fandom, brands must constantly grow alongside their customers. In the Golden Arches, McDonald’s customers see cultural diversity. Menus are adapted to reflect the culinary traditions in their international markets, including the McSpicy Paneer vegetarian sandwich in India or the Truffle Mayo Loaded Fries in Sweden. Yum.
Meanwhile, Samsung’s must-have features make its products indispensable. Built-in translation services, superior camera hallmarks, and ‘Circle to Search’ are just a few reasons Samsung fans would miss the company’s products if they were no longer available.
Want to know how your Brand Fandom measures up? MarketCast uses its Brand Tracking+ solution and its unique Fandom Model to study a wide range of brands across categories, from QSR to Insurance and Banking, Automotive, and Entertainment.
Featured Insights
How brands in the financial sector are focusing their marketing efforts to help improve customer loyalty and build fandom.
How QSRs like McDonald's and Chick-fil-A are achieving high Brand Fandom in the competitive food service industry.
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