Brand Happiness
A great article in Marketing Week of 5th March from Maeve Hosea discussing brand happiness.
Cadbury is regarded as the leader in brand happiness in the UK followed by Andrex , Google, Fairy and Nivea.
The brands were measured using five characteristics:
- playful
- happy
- trustworthy
- generous
- optimistic
The study suggests that brands with both emotional and rational attributes are most popular with consumers.
According to the research, the way to jump up the happy rankings is through employing good old-fashioned charm: using a carefully tailored tone of voice and showing that the brand owner is ‘human’.
Andrex, which ranks second happiest, has been using the happiness-evoking puppy icon for 40 years
How happy is your brand? Check out this excellent article here.
 |