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The Profile and Value of a Brand Enthusiast

by Ayaz Nanji  |  
September 23, 2014

Brand loyalty tends to be correlated less with broad demographic segments—such as age or income—and more with product quality and relevant messaging, according to a recent report from StrongView.

The report was based on data from a survey of 2,200 online U.S. adults, 26% of whom were determined to be "brand enthusiasts"—defined as those who say they are likely to recommend preferred brands to friends and who make almost all relevant purchases from those brands now and in the future.

Brand enthusiasts are fairly evenly distributed among age groups and income levels, and they are also nearly evenly split by gender (47% female, 53% male), the analysis found.

Moreover, brand loyalty is not necessarily about price: Less than half (47%) say sales/discounts influence their brand purchases, compared with 80% who say they are influenced by product/service quality.

Below, additional key findings from the report.

The Value of a Brand Enthusiast

  • Brand enthusiasts are nearly 4x more likely to spend significant amounts of money on favored brands in the future, and 3x more likely to frequently purchase from those brands.
  • Enthusiasts spend 13% more per favored brand purchase on average than other customers.
  • Brand enthusiasts are also significantly more likely to purchase based on recommendations from their brands of choice.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Dan Nagel Tue Sep 23, 2014 via web

    Thank you for the information Ayaz. Interesting to see email so much more effective than other channels.

    Do you know of sources that look at B2B brand enthusiasts? I would appreciate your assistance. Thanks.

    Dan Nagel

  • by Ayaz Nanji Tue Sep 23, 2014 via web

    Hi Dan! Thanks for the comment. I don't know any offhand, but let me do some digging.

  • by Dan Nagel Wed Sep 24, 2014 via web

    Thanks for helping Ayaz. That information would be very helpful for a project I am considering.


  • by Evangelia Tsirikos Wed Jan 28, 2015 via web

    Great post Ayaz! I particularly like that you have used statistics with visuals to support the concept around "brand enthusiasts" buying patterns and influences. Social media is a tremendous marketing platform so it's not surprise to see that up there but brand awareness in itself is has multiple tiers. Brand enthusiasts will tend to share in-person experiences online (social media) as such, the definition of "those who say they are likely to recommend preferred brands to friends.."

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