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What makes us love the brands we love?

What makes us love the brands we love?

Clear have launched Brand Desire, a global survey of 17,000 people in the UK, Germany, USA, Singapore and China, to understand which brands they most desire and why.

The results are surprising, illuminating and inspiring in equal measure. They challenge some of the assumptions about how brands work. They show that the same rules apply irrespective of whether you manufacture cars, sell chocolate, run a bank or market a search engine.

Why care about Brand Desire?

The study shows that desire is critical for long-term brand growth. It means that people are likely to buy a brand more often and to be willing to pay more for it; to try something new from it; to forgive it if it disappoints and even recommend it to a friend. A desirable brand establishes a bond of trust with its customers that means future cash flows are easier to predict and more likely to materialise. Strong desire creates strong demand.

Strong demand creates growth. We have benchmarked the performance of the Brand Desire International top 100 against the S&P 500, all 100 brands deliver a higher return on investment, as well as a higher growth in share value.

To register for more details including the FIVE rules that go to the heart of building a desirable brand log on to

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