Data Overview Report

Brand Energy Fuels Your Brand’s Growth

Salience, Fit, And Affinity Build Relationships And Foster Devotion

March 29th, 2023
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Mike Proulx , Bruna Venicio , Peter Harrison

Brands grow and create value when they energize customer relationships and create passionate advocates. To successfully earn this devotion, brands must build an energy core. We call this core brand energy, and based on extensive statistical analysis, we’ve identified three dimensions to power up: salience, fit, and affinity. In this report, we update our previous Brand Energy Framework and share 2022 data and analyses on categories such as financial services, retail, social media, and automotive as well as brands like Apple, Costco, Netflix, and TikTok.

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