What is Brand Attachment?
You’ve probably heard of the terms brand engagement,brand development, and brand loyalty. But have you heard of brand attachment? And, how does brand attachment differ from brand loyalty?
In a breakout session by JoAnn Sciarinno at Content Marketing World last week, brand attachment was defined as “the emotional connection between humans and brands.” Thus, just as people can be attached to a person, they can also — by and for a host of reasons — become attached to a brand. For example, if you are an ice cream lover, you are probably attached to a particular brand, like Häagen-Daz or Dreyers. For me, it’s Ben & Jerry’s. I like their unique flavors with creative names (C’mon, Chunky Monkey? Cherries Garcia? Everything But The…who else could think these up?), and I love that they use milk from cows that are fed organically with no rBGH’s.
Brand Attachment vs. Brand Loyalty: What is the Difference & Why Does It Matter?
