September 30, 2022


most loved brands

Brand love is one of the most powerful marketing strategies companies could use, to continue growth during an economic downturn.  Positioning brand as a product that consumers don’t just want, but one that they emotionally connect with.

Brand love makes your money work harder and encourages consumers to spend more. In a recession, when every dollar counts, it’ll mean the difference between a consumer spending with you, and going elsewhere.

Leading social listening and analytics company Talkwalker, has published the results of most loved brands – The Brand Love Story 2020. Talkwalker’s enterprise social listening platform analyzed over 264,000,000 conversations across all social media, blogs, news and forums, for a single source of truth.

most loved brands

Brand love is a pivotal marketing strategy that will help brands adapt and thrive during the ‘new normal.’

What Makes A Loved Brand?

Emotion is essential for influencing purchasing decisions, it plays a much bigger role. According to a study by neuroscientist Antonio Damasio, when you’re faced with making a decision, emotions from previous, related experiences alter how you consider the options available. You set a preference based on emotion, which will influence our decision.

Robert Plutchik identified 8 primary emotions. While some negative emotions can be used for marketing purposes (such as the ‘fear of missing out’ used in scarcity marketing), it’s been shown that positive emotions encourage content diffusion, with more reach and engagement.

And love is identified as a combination of joy and trust. A combination of “possession” with “friend.” A loved brand is more than just a brand that people want. But one they are willing to trust as a friend.

The World’s Most Loved Brands

  • The most loved brands has strong sentiment and engagement across the board.
  • The brand uses nearly all “brand love” methods to build a completely engaged, relevant community
  • Fuelled by nostalgia and more, Lego writes the brand love instructions.


Lego is a Danish brand known for their construction toys, but has now diversified into movies, video games, theme parks, and even business consultancy.

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. When you look at the figures, it’s easy to see why. The brand has strong sentiment and engagement across the board. But most telling is that 67.7% of brand mentions included one of our defined “love related keywords.”

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.

2. Four Seasons

Four Seasons is a global chain of hotels and resorts, that plays on the aspirational side of tourism. This is shown across all their marketing efforts, from their near-poetic social media messaging (with just as appealing imagery), to their savvy PR use.

But most significantly, Four Seasons is one of FORTUNE 100 Best Companies to Work For. And have been for the last 22 years. This nurturing environment for staff means it creates a more welcoming situation for clients, improving customer experience, while encouraging brand advocacy from employees.

This is backed by a CSR program that is cemented into the brand’s history.

3. Singapore Airlines

Singapore Airlines prides itself on being the most awarded airline in the world. This is down to their focus on a quality customer experience, providing a level of service that pays off. It’s easy to see how this filters into other aspects of their marketing – the customers actively share their experience, while the awards lead to positive news stories, which again leads to more coverage and engagement.

Combine this with environmentally aware CSR, a great working environment, and aspirational influencer content under #SquadSQ, and it’s easy to see why this is our most loved airline.

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Maya Angelou

4. Giant Hypermarket

Giant Hypermarket is a Malaysian retail chain, with branches across the APAC region. It’s success lies with a hyperlocal strategy. Community is at the heart of Giant’s brand.

Their CSR focuses on promoting local charities, engaging an inclusive workforce, and supporting local suppliers. While their marketing efforts supplement this, focusing on community led promotions and campaigns.

Nostalgia is also key, as a historic brand, they rely heavily on the historic relationships they’ve built with consumers and their families over generations.

5. Vertex Pharmaceuticals

Normally, we wouldn’t expect a biopharmaceutical company to hit the top ten. But this US based Vertex Pharmaceuticals example shows that one major product breakthrough or news story, can impact your global brand love practically overnight.

In October, 2 news stories broke for the company. The FDA approved Trikafta for use in the US, while NHS England approved 3 drugs in the UK. All of these help Cystic Fibrosis sufferers, and were seen as a breakthrough for people with the condition. For this brand, they’re loved for literally changing lives. However, this story was not a one off.

The company engages with their target group, helping them improve their lives in numerous ways – supporting charities, sponsoring Team Impact, even producing a podcast series on meal-planning. Vertex understands the needs of this group, and does everything possible to help.

6. Bimbo

Bimbo is a multinational Mexican bakery, operating in the US, Latin America and Spain. For marketing, the company relies heavily on their CSR, using positive PR and social media to increase awareness of the positive stories generated by the brand.

The variety of issues they tackle, helps them encompass all the issues that are relatable to their consumers. From waste recycling, to equal working rights in their plants, to supporting food banks. Overall, they engage with “actions that feed the world” and those actions drive the love for their brand.

7. Celebrity Cruises

Celebrity Cruises is another brand that relies on aspiration as part of their strategy. Similar to Four Seasons, the customer experience is essential, and that is actively promoted through positive PR and social media.

CSR is also a key strategy, with a focus on “leaving the world a better place.” This means engaging in sustainability projects, supporting gender equality and the LGBTQ+ community, and helping in local projects that could have been impacted by tourism.

Combine that with sponsorship of audience-relevant events, and they built a luxurious brand that people love.

8. Tiger Beer

Tiger Beer is a globally recognized beer originating from Singapore,who are driving brand love by putting their cause at the heart of their marketing. Their aim is to save wild tigers, and make consumers aware of the risk to their survival.

This cause is emotionally driven, engaging with consumers, and tackling a cause that people can connect with. They tackle the cause through all their marketing, including action driven social media, ultimately connecting Tiger Beer and tiger preservation together in consumer minds.

9. The Container Store

The Container Store is a US retailer, where everyone associated with it can thrive together. This means a keen focus on CSR, employee development, and a creative content strategy that focuses on consumer improvements.

They are another FORTUNE 100 Best Companies to Work For, which helps improve staff morale – and therefore customer experience. With an entire site dedicated to their efforts improving their communities, employees and consumer lives.

Content wise, they work hard to connect their products to consumer lives. Demonstrating them as solutions to problems, even working with influencers to create engaging, meaningful content. This has helped them enter the fandom community, supplying storage for sneaker collectors

10. Voot

Voot is an Indian subscription video on demand service that is all about entertainment. Much like global competitor Netflix, they’re able to create brand love by offering something for everyone – playing on the ability to tap into popular program and movie fanbases. With a particular focus on localized content, to help relevance, and a creative marketing strategy that helps engage users with social media and influencers, they drive high engagement and sentiment rates. No wonder Voot has already hit 100 million monthly active users.

11. Benefit Cosmetics

Benefit Cosmetics is a global makeup brand, and had one of the highest net sentiment scores overall.
This is driven by the love of the products across social media, with influencers & consumers sharing inspirational makeup tips, tricks, and walkthroughs.
Backed by a CSR that ‘empowers women and girls’, this positivity echoes throughout the brand.

12. Hilton Hotels & Resorts

Hilton is a global hospitality company that follows marketing methods similar to Four Seasons.
Aspirational, if not slightly more obtainable, with a focus on customer service and employee satisfaction.
Their CSR strategy focuses on sustainability, with committed ‘travel with purpose’ goals set for 2030. No wonder they’re the global industry leader on the Dow Jones Sustainability Indices.

 13. Whole Foods Market

Whole Foods Market is a multinational supermarket chain, defining themselves as a purpose-driven company.
They define the customer as the most important stakeholder which leads to consumer-first marketing.
That’s combined with a commitment to team member happiness, and an engaging social media strategy that is as much about education as promotion.

14. Ping An

Ping An is our highest ranking financial brand. But when your brand literally translates to “safe and well” are we surprised? Though from a lesser loved industry, the brand works hard to find consumer touchpoints, including the sponsorship of the Chinese Super League. This record-breaking sponsorship, worth 1 billion yuan, linked to other community focused CSR efforts, builds love within their market sector.

15. Cognizant

Cognizant, a US based IT services provider, focuses their love efforts within their community.
Supporting relevant causes through CSR and sponsorships, such as their partnership with Makers@ to nurture love within the IT community.
They understand what matters to their audience, and engage in those issues.

 16. Walkers (Lays)

Whole Foods Market is a multinational supermarket chain, defining themselves as a purpose-driven company.
They define the customer as the most important stakeholder which leads to consumer-first marketing.
That’s combined with a commitment to team member happiness, and an engaging social media strategy that is as much about education as promotion.

17. CoStar Group

CoStar Group, Inc. a world leader in commercial real estate analytics, is from another non-traditionally loved industry. But at the center of the business, is supporting communities. From the malls and shopping centers the brand provides data for, which drives consumer engagement, to the community projects they sponsor under their CSR strategy, community is key.

18. Changi Airport

Changi Airport in Singapore has been rated the world’s best airport for 8 consecutive years. Less a travel hub, and more a destination experience, it’s an aspirational brand with true focus on customer service. With community focused CSR and rated the best employee in Singapore, it’s a destination everyone who travels through loves.

 19. Hyatt Hotels

Hyatt Hotels Another global hospitality chain (travel is our biggest love driver), Hyatt has a similar combination of CSR, employee engagement and aspirational marketing to entice consumers.
While creative use of micro-influencers helps build their community love across a relevant audience

20. Coles

Coles, an Australian supermarket chain joined the list of most loved brands as it built a loved community through a variety of sponsorships. From the Australian Football League, to popular TV shows like MasterChef, these sponsorships help associate the brand with the things that matter most to the consumers.

All backed up by community CSR efforts and creative influencer marketing

  1. Copart is a global car auctioning site, with a particular focus on selling salvaged cars. Their love comes from targeting a niche audience – car enthusiasts.
  2. Take-Two is a games studio based in New York. Much like Copart, they succeed by engaging with an engaged, established audience – gamers.
  3. Dove is a chocolate brand from Mars. Their CSR is critical to their brand, empowering women and working with the Rainforest Alliance.
  4. M.A.C. Cosmetics membership program helps create a further sense of exclusivity, while encouraging professionals to use (and therefore promote) their products.
  5. Ally Bank is a US finance brand that does online-only banking. And it’s their understanding of emotion that helps position themselves on this list.
  6. San Miguel is a Filipino conglomerate, known globally for the beer of the same name. Their social media strategy is packed with positivity, with a hint of aspiration. Rarely selling the beer
  7. Huda Beauty is a fairly recent entry to the cosmetics industry. Launched by influencer Huda Kattan, the brand understands how to build a community and engage their audience. With cross-channel marketing, still faced by Huda, this brand continues to nurture a loyal, loving audience.
  8. Etihad Airways, originating from Abu Dhabi, understands the power of sponsorship for driving love. Sponsoring some of the biggest soccer teams across the globe, they’re constantly reconnecting with fans, and sharing the passion this audience has for the game. With powerful CSR and clever use of influencers to back this worldwide awareness.
  9. Marriott International is another US hotels and resorts chain (the love of travel is strong). They have a similar strategy to the other hotel brands mentioned so far, but with a concise influencer and content marketing plan. Their focus on creative content over commercial, is building their identity across platforms, and nurturing an engaged audience.
  10. Revlon is a historic US cosmetic brand that uses similar aspirational techniques as those in the same industry. But due to their history, the brand can build on the nostalgia for their products. Combine that with savvy partnerships and creative social media, and you get a brand that people should continue to love for generations

All you Need is Love

Brand love starts with a conversation. Not talking to your consumers, but with them. Listening to them, and understanding what they want. Not as customers, but as people. Then, connect. Understand what makes your consumers tick – whether the social issues that matter to them, the influencers they follow, the emotions that drive them – and be part of that. Where possible join the list of most loved brands.

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