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Luring lovers: how brands make consumers fall head over heels

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Luring lovers: how brands make consumers fall head over heels

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1

LURING LOVERS: HOW BRANDS MAKE CONSUMERS FALL HEAD OVER
HEELS
by
Britany Dean

A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the
Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC
RELATIONS)
May 2015

Copyright 2015 Britany Dean

2
Table of Contents

Dedication
...................................................................................................................................................
4

Acknowledgements
...............................................................................................................................
5

Abstract
........................................................................................................................................................
6

Introduction
...............................................................................................................................................
7

Coca-‐Cola
................................................................................................................................................
9

Nike
.........................................................................................................................................................
10

Hewlett-‐Packard
................................................................................................................................
11

USC
..........................................................................................................................................................
12

Whole
Foods
Market
........................................................................................................................
12

Why
Companies
Care
about
Brand
Adoration
.....................................................................
13

History
of
Understanding
Consumers’
Relationships
with
Brands
.............................
14

Hypothesis
...........................................................................................................................................
14

Literature
Review
.................................................................................................................................
15

Defining
Brand
Adoration
.............................................................................................................
15

How
to
Measure
Brand
Adoration
.............................................................................................
15

Why
People
Adore
Brands
............................................................................................................
16

Customer
Loyalty
Programs
.........................................................................................................
17

Creating
Connections
......................................................................................................................
18

The
Importance
of
the
Consumer
Experience
......................................................................
19

Methodology
............................................................................................................................................
20

Interviews
............................................................................................................................................
20

Content
Analysis
................................................................................................................................
20

Findings
......................................................................................................................................................
21

Coca-‐Cola
..............................................................................................................................................
21

Interview
.........................................................................................................................................
21

Content
Analysis
...........................................................................................................................
24

Hewlett-‐Packard
................................................................................................................................
27

Interview
.........................................................................................................................................
27

Content
Analysis
...........................................................................................................................
28

Nike
.........................................................................................................................................................
30

Interview
.........................................................................................................................................
30

Content
Analysis
...........................................................................................................................
33

USC
..........................................................................................................................................................
35

Interview
.........................................................................................................................................
35

Content
Analysis
...........................................................................................................................
38

Whole
Foods
Market
........................................................................................................................
41

Content
Analysis
...........................................................................................................................
42

Discussion
.................................................................................................................................................
43

Conclusion
.................................................................................................................................................
44

Small
Business
Brand
Adoration
Guide
...................................................................................
44

Background
....................................................................................................................................
44

Internal
Evaluation
.....................................................................................................................
45

Communications
and
Strategy
...............................................................................................
46

Key
Takeaways
.............................................................................................................................
48

3
Recommendations
...............................................................................................................................
49

References
................................................................................................................................................
50

Appendices
...............................................................................................................................................
55

Interviews
............................................................................................................................................
55

Coca-‐Cola
........................................................................................................................................
55

USC
....................................................................................................................................................
52

Nike
...................................................................................................................................................
58

Hewlett-‐Packard
..........................................................................................................................
60

Images
.........................................................................................................................................................
61

4
Dedication

This thesis was truly a group effort, with the support of my family, friends and
colleagues powering me through mentally. I appreciate each of your sacrifices. Each of
my accomplishments is sprinkled with your love and support.

5
Acknowledgements

My thesis committee was my backbone on this project. I am so happy to have
chosen such a wonderful team to work with. Jennifer Floto, Brenda Lynch and Matthew
LeVeque, thank you for everything you did to ensure I was able to finish this but enjoy
doing it along the way. Your expertise and assistance was invaluable. I would also like to
thank all of my interviewees who helped make this thesis informative and unique.

6
Abstract

This thesis examines five of the world’s most-beloved companies, including
Coca-Cola, Nike, Hewlett-Packard, the University of Southern California, and Whole
Foods. Each is outlined in a case study format to identify how brand adoration, or love
for a brand, is cultivated among consumers. Interviews were conducted with brand
managers at four of these companies in order to gain insight into the brand strategy
behind these emotional connections. Content analysis was used to evaluate how the
companies employed social media to further enact those strategies. The hypothesis was
that any company could develop brand adoration, even if the brand wasn’t well known or
the company was small.

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Introduction

In today’s crowded marketplace, companies are constantly searching for ways to
make themselves stand out. Branding has long been a means of helping companies make
a mark in consumers’ heads, but it is now the tool being used to get inside consumers’
hearts. Because of increased technology and the ability for consumers to interact with
companies directly, the relationships between brands and their target audiences have
changed greatly.
Consumers make purchases every day. They may even have a preference of one
brand over another. However, the idea of brand adoration is taking the consumer
relationship to a totally new level. Instead of just purchasing the products or services the
company provides, consumers with brand adoration feel an emotional attachment to the
some aspect of the brand.
Brand Keys, a marketing consultancy that publishes a Customer Loyalty
Engagement Index each year, measures this concept, ranking the bond companies share
with their patrons. According to Brand Keys President Robert Passikoff, the previously
embraced standards -- ubiquitous distribution, a well-known brand name, celebrity
endorsements, and beautiful photography -- will no longer seal the deal (Elliott, “To
Reconnect with Consumers, Revlon Looks for Love”). “Consumers are looking harder
for a reason to believe and a reason to bond with – and buy – one brand versus myriad,
‘me-too’ products,” Passikoff said.
Consumers make purchases for many different reasons, whether out of
convenience, love for the product, love for the brand, or just out of habit. Therefore, it is
important for the author to first establish what brand adoration means, and how it is

8
different from basic purchase reasons. Brand adoration is a term coined by the author to
house the many definitions of consumers’ love for brands and the emotional connection
they feel.
In order to identify the terms bundled under the brand adoration umbrella, the
author created a representative word cloud. Love, adoration, and passion are the main
factors that consumers may use to tell how they feel toward the brand. They may feel
passionate about what the company stands for, identify in some way with the brand or
even say they love the brand and couldn’t live without it.

On the word cloud, smaller words including “relevant,” “identify,” “pride,” and
“empower” showcase how consumers align themselves with the brand. They may feel it
is relevant to their life, gives them pride to use the products, empowers them to affiliate
with the brand, or they feel it identifies who they are. The smallest words are the ways in
which consumers talk about the brand, calling it exceptional, priceless, or their favorite.
Figure 1.1 – Word Cloud of terms under the Brand Adoration definition

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Collectively, these terms explain the emotional relationship consumers share with brands
they adore.
To further identify the definition of brand adoration and showcase how
relationships with consumers have been successful, five companies are examined in a
case study format. To select said cases, the author turned to APCO Worldwide, an
independent communications consultancy, which named four of the chosen companies in
a study identifying the most-loved companies in the world (“The 100 Most Loved
Companies”). From the list, Coca-Cola, Nike, Hewlett-Packard, and Whole Foods will all
be included. Additionally, the University of Southern California will be evaluated for a
perspective on brand adoration within the higher education realm.
Coca-Cola
The Coca-Cola Company, founded in 1886, now sells its products in more than
200 countries (“Coca-Cola At A Glance”). There are many popular brands housed under
the Coca-Cola Company portfolio, including Dasani, Minute Maid, Powerade, and Fanta.
Of those familiar brands, 17 are valued at a billion dollars or more.
In addition to the products they sell, Coca-Cola is known for its efforts in helping
communities worldwide. Coca-Cola supports nutrition programs, helps reduce waste by
streamlining the packaging weight of its products, and helps increase energy efficiency
through sustainability efforts in various plants. The company also supports a 5by20 add
descriptor about the is organization is committed to economic empowerment of 5 million
women by 2020 program, enabling female entrepreneurs across the globe to accomplish
their goals (“5by20: What We’re Doing”).

10
According to APCO’s 100 Most Loved Companies listing, Coca-Cola is ranked
fourteenth (“The 100 Most Loved Companies”). APCO also published an emotional
linking index number, indicating how strongly consumers connect with brands on an
emotional level. Coca-Cola earned a score of 71.6, with 100 being the highest possible
rating. Consumers indicated that they admired the brand and felt that they understood
what the brand stands for.
Nike

Nike started out as Blue Ribbon Sports in 1964, and later became Nike, Inc. in
1971 (O’Reilly, “11 Things Hardly Anyone Knows About Nike”). The company initially
only sold shoes, but now additionally offers a wide variety of clothing and sports gear,
both domestically and internationally. Nike’s mission is to “bring inspiration and
innovation to every athlete in the world,” with the side note that if you have a body, you
are an athlete (“About Nike”).
In addition to selling high-quality products, Nike is committed to impacting the
communities in which it does business and contributing to sustainability efforts (“About
Nike”). Nike has created programs to increase opportunities for people to get involved
with sports and be physically active (“Community Impact”). Also, the Nike Foundation
supports adolescent girls with the goal of ending the poverty cycle. And, the shoe giant
provides various grants and resources to nonprofit organizations and Oregon schools
through donations made to the Nike Employee Grant Fund.
According to APCO’s 100 Most Loved Companies listing, Nike is ranked
eighteenth (“100 Most Loved Companies”). It also received a 70.6 on the Emotional
Linking Index. It is notably one of the only clothing and shoe brands listed among the

11
wide array of brand types. Consumers mentioned that they understood what the brand
stands for, and also that the company makes them feel confident and helps them
accomplish their goals.
Hewlett-Packard

Hewlett-Packard was born in Silicon Valley in 1939, in the garage of Bill Hewlett
and David Packard (“Rebuilding HP’s Garage”). It is now a publicly traded company that
sells products, technologies, services, solutions, and software to consumers and
businesses (“Hewlett-Packard Co”). The company has seven business segments including
personal systems, storage and networking, imaging and printing, services, HP financial
services, corporate investments, and HP software.
Additionally, HP takes part in global citizenship efforts in three areas: human,
environmental, and economic (“Global Citizenship”). Under human progress is human
rights, supply chain responsibility, and privacy. Environmental progress includes eco
solutions, product return and recycling, and a carbon footprint calculator. Lastly,
economic progress includes HP’s economic impact, social investment, and the Hewlett-
Packard Company Foundation. Each of these initiatives is aimed at creating a better
future for everyone through innovation and action.
According to APCO’s 100 Most Loved Companies listing, Hewlett-Packard is
ranked nineteenth (“The 100 Most Loved Companies”). It earned a 70.5 on the Emotional
Linking Index. Consumers indicated that the brand fits who they are, plays a meaningful
role in their lives, and that they are proud to be associated with it.

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USC
The University of Southern California (USC) opened in 1880, and is now one of
the world’s leading private research universities (“About USC”). With more than 41,000
undergraduate and graduate students combined, USC has attracted some of the world’s
best and brightest students. Located in the heart of Los Angeles, California, USC is a
melting pot of culture and business from all over the world.
In addition to offering a world-class education through more than 20 academic
disciplines, USC operates several global initiatives (“Globalization”). USC engages in
international partnerships, and encourages leaders to donate to country scholarship funds,
ensuring generations to come will have access to quality education. With an
understanding that bringing multiple cultures together enhances the educational
experience, USC maintains a global presence and continuously recruits students from
other countries to attend.
Although no educational institutions were ranked in the APCO 100 Most Loved
Companies listing, USC has been identified as a beloved brand in several ways. USC ties
as number 25 on the U.S. News & World Report’s national university ranking (“National
Universities Ranking”). USC was also ranked number one for school spirit in a listing
published by STEM Jobs (Dudley, “15 Colleges with the Most School Spirit”). With an
interest in studying higher education at the doctoral level, the author outlined this
company to explore how service-based branding differs from product-based branding.
Whole Foods Market

Whole Foods Market began as SaferWay in 1978, and was later changed its name
in 1980 (“Whole Foods Market History”). The company operates on eight core values:

13
Selling high quality natural and organic products, satisfying, delighting, and nourishing
customers, supporting team member happiness and excellence, creating wealth through
profits and growth, serving local and global communities, practicing and advancing
environmental stewardship, creating mutually beneficial partnerships with suppliers, and
educating stakeholders on healthy eating (“Our Core Values”).
Additionally, Whole Foods connects with the community in a variety of ways:
The Whole Planet Foundation works to improve developing-world communities; The
Whole Kids Foundation supports nutrition and wellness in schools; and, The Whole
Cities Foundation assists underserved communities. Several other initiatives reach
various groups within the community as well, ensuring consumers and producers alike
have the resources they need to be both healthy and successful (“Caring For
Communities”).
According to the APCO listing of the 100 Most Loved Companies, Whole Foods
is ranked eighth (“100 Most Loved Companies”). It earned a score of 72.7 on the
Emotional Linking Index. Consumers mentioned that they admire the brand and feel that
it helps them accomplish their goals.
Why Companies Care about Brand Adoration

According to Tronvig Group, an agency who addressing branding and marketing
strategy, branding is an essential component in securing customer loyalty (Heaton, “The
Difference Between Marketing and Branding”). Not only are customers loyal when they
adore a brand, but they also become advocates and share their passion for the brand with
others. When more people interact with the brand, the company has more chances to

14
establish meaningful relationships with consumers and ultimately expand their pool of
buyers.
History of Understanding Consumers’ Relationships with Brands

Prophet, a global branding consultancy, outlined several relationships that
consumers share with brands (“Seven Brand-Customer Relationships that Create
Loyalty”). The first, behavioral interdependence, is when consumers feel like
something is missing if they do not use the product. Personal commitment is when the
consumer makes a commitment to the brand and feels loyal no matter what the company
goes through. Love and passion, which is the main focus of this thesis, is the emotional
bond consumers share with the brand. The nostalgic connection, also referenced in this
paper, is based on consumers’ memories with the brand. Self-concept connection is
when consumers feel the brand is similar to their self-image. Intimacy is a deep level of
understanding of the brand and what it has to offer. Lastly, partner quality is the how
the consumer feels they are valued and appreciated by the brand. Each of these
relationships plays an essential role in instilling brand adoration among consumers.
Hypothesis
The author believes that brand adoration, or the ultimate emotional connection
consumers share with brands, is achievable by companies of any size. The specific
hypothesis is that there are branding strategies that can be used by all companies, from
startups to large corporations, in order to cultivate these relationships. The author
believes that this can be achieved with the right message and right interaction with
consumers. The goal of this paper is to establish what large corporations do to achieve

15
brand adoration in order to see how these tactics can be used by small businesses and
startups.
Literature Review

Defining Brand Adoration

Often referred to as brand love, this term is all about the relationship brands have
with consumers. People connect with brands when they feel a personal connection to the
brand, as if it was made for them (Halloran, “The Eight Phases of Brand Love”). Once
there is an emotional commitment established, the consumer is more likely to stay loyal
to the company.
People identify with brands differently depending how they define themselves,
their current concerns, who they group themselves with, and other characteristics
(Villarica, “This Is Why You Fall in Love With Brands”). APCO Worldwide was one of
the first to create a definition to describe consumers’ emotional connections with brands,
with terms including curiosity, empowerment, understanding, identification,
approachability, relevance, admiration, and pride (Pero, “America’ Most-Loved
Companies”).
How to Measure Brand Adoration

A branding consultancy, Beloved Brands, created a Love Curve, which brands
can use to indicate the relationship they have with consumers. The curve, shown in figure
2.1 below, has 4 quadrants including indifferent, like it, love it, and beloved (“Brand
Love Curve”). On the love it and beloved points, consumers feel the brand is an
emotional choice, lifestyle fit, and feel they are a part of the brand. It has also been found

16
that the more a consumer feels aligned with the brands’ image, the more love consumers
feel for that brand (Lenferink, “Loving Brands for Their Image”).

Aaron Ahuvia. a marketing professor at the University of Michigan-Dearborn, has
studied brand love for more than 20 years and developed a brand love scale that helps
define where consumers stand in relationship with a brand (Bagozzi, Batra, and Ahuvia
4). According to Ahuvia, brand love can be broken into three categories: passion-driven
behaviors, self-brand integration, and positive emotional connection.
Why People Adore Brands

Often the experiences or interactions consumers have with the brand lead to brand
adoration. According to product marketing professional Allen Bonde, designed
serendipity refers to the experiences companies set up for consumers (“How To Build
Brand Love Via Designed Serendipity”). This may be packaged as a new twist, such as
Apple changing the appearance of personal computers; a shared connection with
consumers, like Starbucks writing names on cups to make it more personal; magic, like
Figure 2.1 – Brand Love Curve by Beloved Brands

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how Disney provides a memorable and unique experience; or, providing a jackpot,
making consumers feel like they are winning without any risk.
As famously stated by motivational speaker Zig Ziglar, “People do not buy things
for logical reasons, they buy things for emotional reasons” (“6 Ways to Make People
Love Your Brand”). He says that by providing excellent customer service, ensuring the
brand and products are visually appealing, creating interesting content that helps
consumers get to know the brand, stirring up emotions, under promising but over
delivering to surprise consumers, encouraging feedback, and listening to what consumers
have to say, companies can establish deeper emotional relationships with consumers.
Customer Loyalty Programs

Email programs can be used to connect with consumers on a more personal level
and increase brand loyalty (Braunstein “Brand Love – Creating Loyal Customers through
Impactful Email Programs”). In order to create successful email messages, they must be
segmented, feature catchy subject lines, be relevant to the reader, and include editorial-
style content. If emails seem irrelevant or uninteresting, they are often deemed as spam
and ignored.
To succeed in implementing customer loyalty programs, there must be high brand
love and high program love (Lessard, “Are Customers Loyal to Your Brand or Just Your
Loyalty Program?”). If brand love is low, consumers are only using the service or buying
the product, but do not feel connected to the brand. If consumers enjoy the product and
care about the loyalty program, it is more likely to be a success for both parties. It is also
important that the program makes sense for the brand, and is not misaligned in any way.
A good example would be Starbucks giving out free food or drinks to customers who

18
have earned Starbucks Rewards points, since the company knows consumers enjoy their
products and would love to have them for free.
According to the article “Achieving Big Customer Loyalty in a Small Business
World,” 64 percent of small businesses that have customer loyalty programs in place say
they are a success, meaning the programs are actually making the company money
(Williams and Campbell). Most advertising and promotion for the programs included in
the study referenced in this article was done on Facebook and through email. Small
businesses found that they could decrease the cost of customer acquisition by leveraging
the loyal customer base to bring in new customers. This identifies the idea of the brand
ambassador, which will be discussed later in this study.
Creating Connections

“Brand Love for the Long Haul: Five Tips for Lasting Connections With Customers”
outlines ways for brands to hook consumers. Spending quality time with consumers,
delighting them with novelty, knowing when to communicate and when to listen, creating
an emotionally relevant surprise, and embracing companion love are the main ways to
entice consumers (Papale, “Brand Love for the Long Haul”). Each of these help keep
consumers interested and connected to the brand.
Brands can stand out through content, identifying themselves as a platform,
becoming a lifestyle brand instead of simply a product, showing their authenticity, and by
embracing user-generated content to aid (Plutsky, “4 Brands That Emotionally Connect
with Consumers”). It is important for brands to realize they can’t be all things, but they
can be really good at what they do. They must differentiate themselves to help consumers

19
realize why their products or services are better to purchase than products from
competitors.
The Importance of the Consumer Experience

In “The Experience Economy,” authors B. Joseph Pine II and James Gilmore
discuss the idea of the consumer experience being the most important tool to use in
making unique connections with their key consumers. When explaining experience
realms, the authors state that high absorption with high activity experiences are
educational, while high absorption with high passivity experiences are more entertaining
(Pine & Gilmore 46). For further clarification, when consumers are attentive and
personally interacting, the experience is educational. When they are attentive but not
actually active in the experience, it is more entertaining.
Additionally, the authors offer a theory about a new competitive landscape. This
theory explains that companies compete differently depending on what they are offering
the consumer (Pine & Gilmore 289). Companies may offer commodities, which focus on
the material. Many sell goods, meaning the product is the offering. Others offer services,
meaning the consumer pays for the operation. Along the same lines, there are experiences
that companies offer. Lastly, consumers may pay for a transformation, meaning their
individual involvement in the process is key. This information can help companies
understand how to move from the competitive landscape they are currently in to a new
one that is more conducive to cultivating brand adoration.
In an article by Marketing Specialist Ross Beard, the consumer experience
strategy is introduced (“5 Consumer Experience Strategies That Work”). This strategy
includes designing, delivering, and developing the right experience, ensuring the

20
experience is consistent, customizing the experience for each consumer, showing the real
people behind the brand, and using technology to enhance the experience. Nearly all of
these concepts are supported through research and interviews in this study.
Methodology
Interviews

The author interviewed professionals at Coca-Cola, Nike, Hewlett-Packard, and
the University of Southern California, and posed 10 to 15 questions about each
company’s branding efforts. The author was unable to secure an interview with Whole
Foods Market. The majority of interviewees were located using LinkedIn, and one
contact was provided by a committee member. Each of the interviewees was informed
that there would be full confidentiality guarding their names and job titles.
Content Analysis

A 2013 study conducted by the Internet Advertising Bureau says 90 percent of
consumers will recommend brands to a friend after interacting on social media (Glenday,
“IAB Study”). With this large of an impact on consumer loyalty, the author believed that
social media interaction was worth looking into. Therefore, each company’s social media
platforms were evaluated.
The author conducted content analysis manually. The purpose was to see how
each company utilized social media to connect with consumers and further enact
branding strategies. The author also evaluated each company’s reach by noting the
followers and likes on each platform. Lastly, unique interactions with followers and fans
were recorded to showcase consumers’ brand adoration.

21
Using the interviews and content analysis, the author compiled a profile for each
of the five brands. These profiles showcase the strategies each company uses to get
consumers to connect with them on a more emotional level. Lastly, they show how each
interacts with consumers on social media, and how those interactions align with each
company’s branding strategy.
Findings
Coca-Cola
Interview

All interviewees were first asked to define brand adoration in their own words.
The Coca-Cola branding professional said that brand adoration was a level above a
typical consumer-to-company relationship. She said that it is “beyond the physical act of
buying the product” as all consumers do. Brand adoration sets brand fans apart from
those who simply purchase the product. Brand adoration is more than simply having a
product preference.
When asked what the company does to ensure brand adoration among consumers,
the Coca-Cola professional responded by saying that it is in everything that they do. She
said that it is so integrated that they wouldn’t even say it is a special effort, because it just
happens. Everything the company plans from social interactions with consumers, to print
magazines ads are featured in, to partnerships with people or other companies encourages
consumers to fall in love with the brand.
In a world full of options, brands must make conscious efforts to differentiate
themselves. When it comes to branding, Coca-Cola said it is all about your audience.
Because Coca-Cola is a universal brand, the company targets the majority of the

22
population. Therefore, they must use communication tools that will appeal to everyone.
For example, Coca-Cola often plays off of nostalgia. Many families have long lines of
Coke drinkers or they at least remember times in the past where Coke has been a part of
their traditions. This strategy helps evoke positive memories and connects consumers to
the brand on a more emotional level.
Another example the professional indicated was situational necessity. For
example, Coca-Cola wants people to think of the beverage as a perfect fit with a hot dog
at a baseball game, or the only drink they want to consume at a cookout. When people
make these associations, they become more and more attached to the brand. When they
become more dependent on the brand, they are more likely to become emotionally
connected as well.
Because of this, companies often create programs to keep consumers coming
back. Loyalty programs are a way to not only incentivize consumers, but also to track
spending habits and product preferences. Loyalty programs provide an opportunity for
companies to learn more about their consumers while the consumers are able to further
enjoy the products they love.
Coca-Cola features a loyalty program called MyCoke Rewards whereby
consumers can redeem rewards from the Coca-Cola items they purchase. Each item has a
different point value depending on the price. Consumers can use their points to purchase
cash back rebates, get free merchandise, or they can even make donations to schools and
charities. Some of the biggest and most popular prizes are the experience packages,
including the chance to win a free backyard makeover complete with a famous chef
cooking for family and friends.

23
The author challenged interviewees to think about reasons why consumers felt
emotionally connected to them. According to the APCO Insight Emotional Linking
Model, people may feel the brand defines them or understands them, among many other
reasons. The model outlines both the strongest reasons why consumers connect and
secondary reasons.
When asked why consumers buy into the Coca-Cola brand, the professional said
there are many different reasons depending on the person. Some are attracted for the
nostalgic reasons previously mentioned and some simply need a pick-me-up and know
Coke will deliver. They may also be attracted to the way that Coca-Cola gives back to
their community and appreciate what the brand stands for.
Why does all of this matter to Coca-Cola? Why does the company care that
consumers have brand adoration? “There has to be something that is different for people
to want to pay a premium. You don’t need a fancy car to get from point A to point B, so
the brand-name car must be worth paying a premium for,” the professional said. The
Coca-Cola professional said that there is a lot of trust that people put into parting with
their dollars, and brand adoration ensures that they feel comfortable investing in your
product.
When asked if there is a link between consumers feeling brand adoration and
actually electing to buy the product, the Coca-Cola professional said that while there is a
link, it isn’t always direct. Many people love brands, but don’t buy them. For example,
many people love the iPhone, but not everyone has it for a variety of reasons. Because
Coca-Cola has been around for more than 125 years, it is important to regularly remind

24
people why they like it. According to the Coke professional, reminding them helps turn
their adoration into sales.
In order to tie these findings into the goal of the paper, the author asked the
interviewee if she felt there was a way small businesses who didn’t have large,
established brand names could acquire brand adoration from consumers. The professional
said yes, there are ways for companies of any size to create emotional connections with
consumers.
According to the interviewee, it is all about the personal connection the brand
shares with the consumer. Consumers often enjoy the experience they have more than
they enjoy the actual product. “You must get your product in their hands and let them
experience it and understand what it is all about,” the professional said. It is all about the
human connection. “Create an experience because faces and names can help people relate
to the company. There are consumers who care about those people behind the company
name,” the professional said.
Content Analysis
Coca-Cola enjoys a large following on its social media outlets. The Facebook
page has 93,278,703 likes, Twitter has 2,838,167 followers, Instagram has 446,327
followers, and YouTube has 445,607 subscribers. The Facebook page is full of
multimedia content, leveraging pictures from the Instagram page and videos from the
YouTube page. Coca-Cola recently debuted their #makeithappy campaign, targeting a
change in cyberbullying. As shown in figure 3.1 below, users expressed their concern on
the topic and touted Coca-Cola for taking a stand.

25

The post above is a good example of how Coca-Cola connects with its consumers
emotionally. This issue is not related to Coke specifically, but it is something that affects
the consumers they target, so the company decided to address it head on. It is also an
issue that people have strong emotions about and Coca-Cola has given them a place to
discuss their concerns and unite as a community.
On Twitter, Coca-Cola often retweets content from other users, greatly
diversifying the topics discussed on their page. From supporting artists to getting
involved at sporting events, Coca-Cola shows the company is well rounded. As indicated
Figure 3.1 – Coca-Cola fan
Facebook comments

Figure 3.3 – Coca-Cola post on Instagram showing how users share
stories with friends

26
in figure 3.2 below, the company frequently responds to followers to engage in one-on-
one dialogue. These interactions help showcase the people behind the brand and
communicate on a more personalized level.
On the Coca-Cola Instagram page, the posts are often quirky and fun. Knowing that
picture after picture of the product alone would get old, Coca-Cola has found a way to
incorporate its products into other conversations. As shown in Figure 3.3 below, users
often tag their friends and share their stories relating to the pictures. As Coca-Cola gives
consumers more ways to relate to the brand, the likelihood of them developing brand
adoration also grows.
Coca-Cola’s social media efforts seem to be in line with the overall strategy to
attain brand adoration. In the figures above, Coke has found ways to tug at the
heartstrings of consumers. Talking about issues consumers care about, participating in
conversations with followers, and creating content that reminds consumers of old
memories all help Coca-Cola seem more like a friend than a company.
Figure 3.2 – Coca-Cola responds to tweets from followers and fans

27
Hewlett-Packard
Interview
Hewlett-Packard targets a broad portfolio of consumers including everyone from
Millennials to Generation Z in the PC category. The company also service consumers
ranging from C-suite executives to IT decision makers through its infrastructure, big data,
security, and cloud solutions. Understanding that these targets encompass many ages and
stages of familiarity with technology, HP has a very large and somewhat complicated
audience to address.
When asked to define brand adoration, the HP branding professional said that
consumers must resonate with the brand on an emotional level. “The brand’s values
should reflect some of their own,” the professional said. In order to encourage this
connection, HP has started the #BendtheRules campaign. With this campaign, consumers
are encouraged to push the limits in their own lives, sharing photos and videos along the
way. “Empowering them and their values is important,” the professional said.
In order to justify the premium price, HP delivers a great brand experience at
every touch point. HP realizes that satisfaction is contagious. “If someone is satisfied
with our their HP Printer at work, they are more likely to buy a HP hybrid laptop for their
kids and recommend it to a friends,” the professional said. HP strives to make technology
work for consumers in all aspects of their lives. According to the professional, HP’s
product lineup allows for the company to do just that.
In order to show appreciation for their consumers and to keep them coming back,
HP offers several loyalty programs. One of these is a discount on ink with a program
called HP Instant Ink. HP printers will automatically notify the company when ink needs

28
reordered, and consumers receive up to a 50% discount. The company offers these perks
to consumers to ensure they know their loyalty is valued.
According to the interviewee, HP is seen as a strong, reliable brand that people
can trust. She believes that this is a big part of the reason why consumers buy the
products. Also, some consumers may admire the entrepreneurial spirit behind the brand
based on how the company was founded.
The HP professional believes brand adoration is important because most of
consumers’ decisions are based on emotion. She believes their connection with the brand
is driving sales. “Consumers make the majority of their decisions in quick, ‘gut’ reactions
and then they rationalize it with facts and figures,” the professional said. If this is true,
connecting with consumers emotionally is more important than ever.
When asked if small businesses or startups could cultivate brand adoration, the
HP professional said, “definitely.” These companies can identify their own niche markets
and take full possession of them. Also, they can offer personalized experiences which
consumers crave.
Content Analysis
Hewlett-Packard has a Facebook page with 3,790,050 likes and a Twitter account
with 192,519 followers. As an initial observation, the author saw that the Twitter account
was much smaller than Facebook and realized it may be due to the fact that the Twitter
handle is named @HPnews. This suggests that the content on the page would be mostly
outlining news stories, and not necessarily providing unique and interactive content. This
was confirmed by examining the account, as seen in figures 4.1 and 4.2 below. The
Twitter handle and strictly editorial content may have turned some consumers away.

29

However, HP’s Facebook page had a much different feel. The Facebook page was
lined with eye-catching graphics, videos, and entertaining posts. This social media outlet
was more entertaining than editorial. As seen in figures 4.3 and 4.4 below, HP shares fun
images of their products and also talks about unique activities they are sponsoring. They
also find ways to tie their posts back to their global citizenship efforts, as seen in figure
4.5 below. Facebook is the best platform HP has to connect with consumers on a more
personal level.

Figures 4.1 and 4.2
show the editorial-
style content on the
HP Twitter page

Figure 4.3 showcases a fun way
that HP displays its products on
Facebook

Figure 4.4 gives an inside scoop on
one of HP’s campaigns with Meghan
Trainor and Cody Johns

30

Nike
Interview
Nike was one of the only brands on APCO’s Most Loved Companies list that
consumers indicated made them feel empowered. The author wanted to find out how a
product line could give consumers this kind of confidence. In interviewing the Nike
branding professional, the author had specific insight as to how the communication
strategy promoted this feeling, all stemming from Nike’s mission.
The Nike professional started off by identifying the mission statement, as it drives
the entire branding strategy and all day-to-day operations. Nike’s mission statement is
“To bring inspiration and innovation to every athlete* in the world.” There is a special
emphasis put on the asterisk behind athlete. The professional described an athlete as any
person who wants to use their body as a tool to reach their goals. This does not mean they
are into sports, want to lose weight, or even work out. As Nike says, “If you have a body,
you are an athlete.”
When asked to what it means for consumers to love the Nike brand, the
interviewee said that consumers demonstrate pride with Nike products. Athletes often
choose to wear or use Nike products in times of triumph. If consumers want Nike to be a
Figure 4.5 gives an interesting
statistic on the success of the
#LivingProgress initiative

31
part of those special moments, they must adore the brand. Additionally, he said that
although most people would assume so, return purchase isn’t an obvious indicator of
brand adoration. “People fill up at the same gas stations each week, but that doesn’t mean
they necessarily love them. It may just be convenient,” the professional said.
In order to secure brand adoration, Nike ties consumers to the brand in two ways.
First, the interviewee said that Nike always finds innovative ways to connect. “We are
always trying to do things that will be different and add value, because quality is more
important than quantity,” the professional said. Nike enjoys meeting consumers in new
places or taking them to new places. Second, Nike ensures that each interaction is high
quality. The consumer experience is very important, so Nike wants to make each touch
point a personal one that will forge a relationship.
Understanding that there are cheaper shoes, clothes, and other products on the
market, Nike chooses to highlight product innovation to prove the products are worth the
premium price. The company wants consumers to understand why one shoe feels better
than another or why things fit the way they do. Innovation is critical, but consumers also
must understand the innovation to justify the price.
In addition to educating consumers, Nike enjoys providing unique opportunities
for its most connected audience. Members of Nike.com have access to events and insider
information that the general public does not. For example, Nike held an event with Kobe
Bryant, and only members of Nike.com were invited to attend for free. This is one of the
ways that Nike changes the consumer relationship from being solely transactional to
being personal as well. These types of high-touch events are where brand adoration is
harvested.

32
When asked why consumers buy into the Nike brand, the interviewee said that
there are a combination of reasons. All athletes have an aspirational voice inside them,
and Nike enables that voice. Also, there are many professional athletes who represent the
Nike brand, and many people look to them for inspiration and motivation. The product
purchases then follow because consumers have a desire to be like those athletes. Lastly,
there are consumers who buy the brand, but don’t know why they like it so much. It is
Nike’s goal to educate those consumers on what it is they like about the products so they
are able to look for similar Nike products in the future.
Unlike other interviewees, the Nike professional believed that those who love the
Nike brand buy the products no matter what. Part of the reason he believes this is because
Nike products are available at all price points. Nike items may cost hundreds of dollars or
less than ten dollars. Therefore, they are accessible to anyone, especially those who adore
the brand. He believed there was a direct link between brand adoration and sales based on
those facts.
When asked if small businesses or startups could make consumers adore their
brand, the interviewee said yes. First, the company must be true to their own voice,
ensuring their identity is clearly understood and consistent. “If your identity is constantly
being rewritten, it will be hard for consumers to understand it too. It is similar to human
nature. Know yourself and love yourself before you try being loved by others,” the
professional said. Second, consumers must always be put first. Companies must look
through the eyes of the consumers to understand what they want and need and also how
they perceive the company.

33
Content Analysis

The Nike Facebook page has 22,839,673 likes, Twitter has 4,432,865 followers,
Instagram has 11,632,302 followers, and the YouTube channel has 250,364 subscribers.
The author found it interesting to see that the Instagram page had many more followers
than the other companies outlined in this paper, but quickly realized it made sense
because the products they sell vary greatly and are visually appealing. Instagram seemed
to be the perfect place for them to attract attention from consumers.
After evaluating the page further, the author was even more surprised to find the
pictures including Nike products were very minimalistic. The majority of their pictures
outline sports activity, but do not highlight the Nike product being worn or used.
However, this fits the branding strategy because the focus is not simply on the Nike
product, but more on the athlete wearing or using the product.

Nike has a unique approach to Twitter. The company has a main handle (@nike),
but also has segmented pages for basketball, football, tennis and soccer
(@nikebasketball, @nikefootball, @niketennis, and @nikesoccer). They also have three
additional handles dedicated to showcasing their physical products, both current and
upcoming (@nikestore, @nikesportswear, and @nikelab). As shown in figure 5.2 below,
the original Nike handle retweets the content from the segmented pages, so that page is
Figure 5.1 – A sampling of Nike’s Instagram posts, showing the focus is not on the
product, but rather the athlete and their sport of choice

34
one to follow for the fan of all sports and all things Nike. It is also a place that people can
start, and then they will find the page more specific to their interests once they see the
content retweeted on the page.

For some companies, this approach may be confusing. If sites are too fragmented,
people may end up finding one that is not applicable to them and giving up from there.
However, the author believes this approach works for the Nike brand because each of the
sports segments addresses a very specific and unique audience. Not all people who follow
Nike love all sports. They may just want information on basketball or soccer.
There are also people who do not like sports at all but just want to follow Nike in
order to see their latest products. That is why the product handles are significant as well.
People can follow the things they are interested in without being bothered with irrelevant
Figure 5.2 – Nike’s @nike Twitter handle retweets segmented pages

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content. This strategy showcases Nike’s commitment to the athlete, bringing them
personalized content via social media. Overall, Nike’s social media presence does agree
with the overall strategy of the company.
USC
Interview
Including USC was important because it is the only higher education institution
included in this study. The interview did provide some interesting insights that were not
evident among the other company profiles because of the nature of USC’s service. For
example, USC’s target audience is very different than most brands. There are several
different groups that the school targets equally, including prospective students ages 15 to
18, parents who are often funding the students’ education, many generations of alumni,
and friends of the university (donors who do not have a direct affiliation to USC aside
from their contributions). Although each of these groups has different needs, USC must
find a way to connect to each individually through the methods they understand and feel
most comfortable with. It is also a challenge because USC uses the same website and
social media sites to appeal to all of its different audiences.
When asked to define brand adoration in their own words, the USC branding
professional started with the term “loyalty.” She said that each of these groups has plenty
of choices and may even have preferences when it comes to choosing what school to
attend or invest in. However, it is when you become the loyal consumer’s only option
that true brand adoration is achieved.
When it comes to brand activities that promote brand adoration, the interviewee
outlined several strategies USC has in place to help consumers feel connected to the

36
brand. The baseline activity is ensuring consistency in brand identity. People come to
know brands for how they look, feel, and communicate, and they want to be able to
depend on that experience in every interaction. USC stays consistent in its colors, fonts,
event styles, traditions, methods of communicating, and more.
Another important effort for USC is the consumer’s personal experience with the
brand. Whether it is high-tech, like the methods used in the classroom or in research on
campus, or high-touch, like President Nikias meeting with the Student Government to
hear students’ concerns, it is important that consumers feel connected to and cared for by
the university. With multiple target audiences and each housing large populations at that,
it is impressive that USC handles this so well.
Additionally, USC finds it crucial to be strategic about whom it aligns with. For
example, USC partners with many community organizations through the Good Neighbor
Initiative. This shows that USC isn’t just in the community, but truly a part of it. Each
connection makes a statement, so that is another way they are able to reach out to a wider
audience.
Simply thinking of the growing number of higher education offerings in America
alone, including online schools, private and public institutions, and community colleges,
USC must use branding to stand out above the rest. Also, with tuition rates constantly
being compared, USC must prove they are worth the premium price. According to the
USC professional, the institution puts a huge focus on what is unique about them versus
downplaying what other institutions have to offer.
USC is located in Los Angeles, which is known to be a cultural melting pot. For
those who have not experienced culturally diverse communities, or for those who want to

37
learn more about culture, the location would be very attractive. Los Angeles is also home
to many corporate headquarters, giving students opportunities they may not have in other
cities. The “Trojan Network” is another differentiator for USC. Many USC alumni scatter
the globe, which provides unique connections for students in nearly any state they may
choose to work in. Each of their unique offerings gives consumers specific reasons to
connect with them more closely than other institutions.
Although USC does not have any traditional customer loyalty programs, the USC
professional mentioned that there are two ways the institution keeps consumers close.
One is through the USC Alumni Association. Unlike many other alumni associations,
USC does not charge alumni to be members. They also invite them back to campus to
help them stay connected.
Another customer loyalty aspect is the group of USC Ambassadors which
receives communication directly from President Nikias about USC’s most recent
milestones and achievements. The Ambassadors are tasked with communicating that
news to people within their social circles. The information that goes to this group also
goes to faculty and staff, since they are walking billboards for the university. According
to the secondary research, the author believes that this is the ultimate form of brand
adoration. Consumers are not only fans, but also advocating for the brand on their own
time and in their own social circles.
According to the USC professional, many consumers buy into USC’s brand
because of the school spirit. Administrators feel it is important that academics and school
spirit both have a place at USC, and that it enriches the experience to combine them. For
example, the school band plays at black tie events. Consumers have an emotional

38
attachment to experiences, and often feel nostalgic when they are surrounded by school
spirit. Again, USC believes that brand adoration all depends on the experience consumers
have while at the university.
Brand adoration is important to USC because higher education is an expensive
and risky investment. This makes USC’s offering land in a very competitive space. With
a lot of choice, differentiation is a must. By communicating in the manner they do and
providing the experiences they create, USC is building affinity with their target
audiences.
When asked if there is a link between brand adoration and actual intent to attend
or contribute to USC, the USC professional said that in a lot of cases it does. “However,
it is also a part of the reason that continuous relationship building is important. Since 60
percent of USC donors are non-alumni, growing and expanding the university’s reach is
even more important,” the professional said.
The USC professional noted there are brands that emerge and are quickly loved,
so there are definitely ways to get consumers emotionally attached no matter how small
or new your business is. She suggested that practitioners should define what the brand
would deliver on and evaluate the experience it is providing to make sure the product or
service meets a need or satisfies a desire. “The company must ensure that the experience
it provides is different from others, but still consistent to the brand,” the professional said.
Content Analysis

USC has a Facebook page with 174,802 likes, a Twitter page with 63,273
followers, a YouTube channel with 9,929 subscribers, and an Instagram page with 11,939
followers. USC does a great job of posting a balance of academic and fun topics. This

39
strategy is in line with the administration’s goal to always find ways to bring school spirit
into academia. Figure 6.1 below is a perfect example of this strategy. All Super Bowl
topics are very relevant and fun, but the story also ties back to the fact that USC alumni
are involved.

USC also does a good job of speaking directly to all of their individual audiences.
Because they need to target several different groups all from one set of social media
handles and a single website, it is necessary for them to post content that will make more
sense to the intended group but still be interesting for all groups. By posting in this
manner, opportunities are created for people to see content they may not normally see or
seek out.
Figure 6.2 below is an example of USC speaking to alumni who experienced USC
years ago. However, this content would still be interesting for current students to see,
given that the campus has changed tremendously. Figure 6.3 showcases a tweet aimed at
donors because it proves how big of a difference that donations can make. It would also

Figure 6.1 – USC Facebook post showing USC’s school spirit with
academia initiative

40
be interesting to students since this donation will afford them new learning opportunities.
Lastly, figure 6.4 is an example of a tweet appealing to students. Students may find this
interesting knowing that their colleagues are having such great success and that
opportunities exist for them to do the same. Each of these messages is targeted, as the
USC professional mentioned was important.

Figure 6.3 – USC tweets reaching out to donors to prove how much of a
difference a donation can make
Figure 6.2 – USC tweets to reach out to alumni and showcase how much campus
has changed

41

Overall, the author believes that USC’s social media strategies are in line with the
institution’s branding efforts. Because they are able to personalize messages and target
specific groups, they are more likely to discuss things that matter and strike a chord with
their audiences. The more attention that these groups feel like they are getting and the
more they see topics discussed that they care about, the more connected they will feel to
the brand.
Whole Foods Market
Whole Foods Market is one of the unique companies that consumers feel reflects
their values and personality. The company is known to be not just a grocery, but more of
a community that cares about consumers and supports their healthy lifestyles. This is
undoubtedly why consumers are willing to pay a premium for not only their products, but
also for all of the benefits they perceive from buying the products and being immersed in
the shopping experience. Although the author was unable to secure and interview with
Figure 6.4 – USC tweet reaching out to current students to show them the
interesting things other USC students are doing

42
Whole Foods Market, many conclusions could be drawn from the company’s mission and
how it is communicated through social media messaging.
Content Analysis
Whole Foods has 1,717,279 likes on its Facebook page, 3,914,686 Twitter
followers, 305,921 Instagram followers, 27,968 YouTube subscribers, and 241,100
followers on Pinterest. Not every company outlined has a Pinterest, but it seems to be a
good fit for Whole Foods. They are able to share recipes and other healthy living tips,
promoting their food products indirectly. As shown in Figure 7.1 below Whole Foods
finds ways to make their Pinterest content more relevant, playing on the seasons or
holidays coming up. Their tips help consumers cook wholesome meals, tying back to the
overall strategy of Whole Foods messaging.

The most obvious observation the author made was that Whole Foods is very
consistent in their messaging across social media platforms. The company ensures that
everything they post makes sense for their brand. In figure 7.2 below, a recipe for cookies
is posted on the Instagram page, which may seem like it doesn’t fit the healthy lifestyle
that Whole Foods promotes. However, a closer look shows that these cookies are made
Figure 7.1 – Whole Foods Pinterest site features Fall recipes

43
with pistachios and cashews and contain no refined sugars or dairy. Given these facts,
this recipe does fit with the wholesome lifestyle they promote.

Overall, Whole Foods does a great job of providing social media followers with
meaningful content that will enable them to live the healthy lifestyle that Whole Foods
promotes. When companies show they care, consumers begin to open up. With the warm
nature of the sites and the friendly advice given, Whole Foods can easily establish
connections with consumers on these platforms.
Discussion
Following this in-depth research, some reoccurring ideas surfaced. The term
“experience” was used frequently, indicating that sometimes it is not the products that
consumers fall in love with, but their experience with the brand that seals the deal. This
experience could be a connection between the consumer an employee, a good time at an
event, or even an unexpected gesture on behalf of the company that really makes the
consumer feel like the brand cares for them.
Figure 7.2 – Whole Foods posts a wholesome recipe on
Instagram, promoting healthy indulgence

44
Consistency was another repetitive idea, proving that consumers want to know
what to expect when interacting with brands. It was also evident that the more
interactions people had with the brand, the more likely they were to develop adoration
towards the brand. This is why customer loyalty programs were in place with each of
these companies. They understood that if they could keep consumers coming back, they
would have a greater chance of making their attachment more of an emotional one in the
future.
To make all of this possible, the outlined companies emphasized the need to know
your target audience and how your company’s offering is different from the competition.
Understanding how your product benefits the consumer is key. This will help streamline
all of your communication efforts and ensure that people feel the messages are speaking
directly to them. The more personalized the message is, the more the consumer begins
feeling connected and opening up to the company.
Conclusion
In order to best summarize the research findings and provide next steps, the
author has created the following guide for small businesses who want to establish
emotional relationships with consumers.
Small Business Brand Adoration Guide

Background

Businesses of any size can achieve brand adoration, or the ultimate emotional
relationship between consumers and companies. It is all dependent on the branding and
communication strategies, both traditional and social, that the company employs. To
begin, you must start with an internal evaluation.

45
Internal Evaluation
An internal evaluation ensures that your company is ready to be in front of
consumers. Although it may be ready business-wise, it must also be ready
communication-wise. It is also essential that your company is adding value in a needed
area and not just existing to exist. Questions to ask about your company:
• Are we fulfilling a need or want in the marketplace?
o Does any actually see a need or desire for your product or service? If not,
it will eventually fail. You must meet a need or desire in order to become a
staple in consumers’ lives.
• Are we different than competitors?
o If not, it will be hard to convince consumers to buy your product over
anyone else’s.
o If yes, be sure to outline those differences in your communication.
§ For example: There are many grocery stores, but Whole Foods
Market uses communication to tell consumers that they can buy
wholesome foods they wouldn’t find elsewhere.
o This may not be simple with similar products on the market, but
differentiation can also be through experiences.
§ For example: Although there are many soda options, Coca-Cola
differentiates itself by identifying nostalgic moments in
consumers’ lives that the drink has been a part of, such as baseball
games, movies and family cookouts.
• Do we know and love ourselves?

46
o This may seem obvious, but it is essential that the identity of the company
be well established. This doesn’t mean that others must know everything
about the brand, but rather that internally, this information is set in stone.
§ For example: A startup may enter the market while still making
changes to the mission, messaging, and offering. All of these
changes can be good at the right time, but when consumers are still
trying to get to know you, it is necessary for your brand to be
stable.
o If you can’t see the value in your products, how could someone else? Be
sure that the offering is something you believe in, because it shows!
Communications and Strategy
It all starts with a mission. What is the goal of your company? This should direct all
of your communications and strategy.
• Get your product in the hands of consumers.
o Let consumers taste, touch, feel, or experience your product or service. If
they have never heard of it or tried it before, they are less likely to pay for
it. Give them an opportunity to experience it and understand it, then they
feel more comfortable they feel aligning themselves with the brand and
making a purchase.
§ For example: Each time Coca-Cola adds on a new product, they
offer sampling at their retailer locations. This allows consumers to
try it out before committing to a purchase. It also allows a
representative time to explain the true benefits of the product.

47
• Show consumers the face behind the brand.
o People often connect with other people before they connect to a product.
Interacting with consumers can showcase the people and personalities
working behind the scenes, and open up opportunities for connections. It
also greatly increases the opportunities to spark brand adoration.
§ For example: USC brings prospective students and donors onto
campus not only to see the university, but also to meet the people
who help run it. It shows that there are people who care about the
success of USC and what can be attained from it, just like they do.
• Prove you are different.
o What is your key value proposition? Taste? Service? Benefits? Speed?
Decide on a few, and really push for those to be evident in everything you
do. You must know and love your products and brand before anyone else
will.
§ For example: Nike prides its products on innovation. It proves that
differentiator by creating innovative ways to communicate through
new platforms, educating consumers on the innovation that goes
into creating Nike products, and creating innovative and unique
experiences for consumers to enjoy.
• Provide an unforgettable experience.
o Each time you have the chance to interact with consumers, you are given
an opportunity to make a lasting impression. Whether it be amazing
customer service, a unique touch to the purchasing process, a free

48
giveaway, etc., it is essential that there is something consumers will hold
onto after they walk out of your door.
§ For example: USC hosts many events throughout the year. As a
special touch, the USC band plays, even at the most formal events.
This is not something you would normally see, but it helps instill
school spirit and adds excitement when least expected.
• Don’t just sell a product or service.
o Get to know your consumers. What issues do they care about? What
resources do they need to be successful? The majority of America’s most-
loved companies make an effort to support things that affect their
consumers, although they may not directly contribute to the bottom line.
When your brand becomes like family to the consumer, you have
connected with them on an emotional level.
§ For example: HP has a big initiative aimed at addressing human
rights. Although this doesn’t directly correlate to their goal of
selling technology, it does affect their consumers. It shows that
they care beyond the sale.
Key Takeaways
In order to secure brand adoration, companies must go beyond the basic
transactional relationship. They must understand themselves, the target audience, and the
marketplace in order to communicate effectively. The more meaningful interactions
companies can have with consumers, the better. These high-touch moments provide the

49
ability to leave lasting impressions, ultimately making brands feel like family to
consumers.
Recommendations
For further research, it would be helpful to have more insight into how consumers
react to the strategies outlined above. Interviewing some of the brands biggest fans could
identify even more reasons why consumers love brands. It could also solidify or dispute
some of the existing data outlined in the literature review.
Creating a survey may be beneficial in order to retrieve responses from more of
the world’s most-loved companies. It would also be interesting to retrieve responses from
several professionals handling the branding function within a single company to see how
their ideas differ. With this research as a reference, some strategies could be introduced to
allow branding experts to confirm or deny their presence in their specific company.
Lastly, it would be interesting to expand this research to include some medium-
sized companies who are still working to build a strong brand. This would provide insight
into what strategies have truly helped companies grow and which haven’t. It may also
introduce new issues businesses must overcome that well-established brands do not have
to consider.

50
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54
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55
Appendices
Interviews
Coca-Cola
Define brand adoration in your own words. What does it mean for a consumer to love
your brand?

--You can like a brand, but if you love it, that is beyond the physical act of buying the
product or consuming it.

What does your company do (activities, messaging, offerings, etc.) to ensure brand
adoration among consumers?

--Everything we do as we think about our brand is brand love. Nothing specific, it just
happens. Social interactions, print magazines, partnerships – LJ and sprite – everything
is about brand love.

In a world full of beverage options, how does Coca-Cola use the brand to stand out? -

--It is about who you are trying to talk to. Coke is a universal brand (reaches out to the
entire population). Consistency-there is a traditional way you talk about Coke. That
develops brand love. People come to know and expect Coca-Cola’s brand. They know
where to find it. They associate Coke with certain things – like hamburgers and hot dogs.

If not mentioned above, does your company offer any loyalty programs to consumers
along the lines of fan clubs, exclusive offers for most frequent customers, etc?

--My Coke Rewards – The program goes beyond the Coke brand to the whole family of
brands under the Coca-Cola umbrella. MCR.com – Codes on the product to accumulate
points to get items, experiences, or discounts. Big and small. Can donate to schools or
charity.

Why do consumers buy into your brand? Please use the APCO Insight Emotional Linking
Model for reference and feel free to add in new ideas as desired.
(http://apcoinsight.com/methodologies/tools/el-model.aspx#.VHywJ0vXcdt)

--People are attracted for different reasons – a pick me up, what we stand for 5 by 20,
cleaning up rivers and streams, nostalgia. Very personal so it differs depending on the
person.

Why is brand adoration important to your company?

--There has to be something that is different for people to want to pay a premium. Don’t
need a fancy car to get from point A to point B. Must be worth paying premium for. A lot

56
of trust people put into parting with their dollars. Brand love helps to ensure you are the
one that is chosen.

Do you believe there is a link between brand adoration and sales? Why or why not?

--There is a link but it isn’t always direct because you can love a brand but not buy it.
You can love brands from afar. Coke has been around for 100+ years. Brand love helps
to remind people why they like it, eventually turns into sales.

When you think of Coca-Cola’s biggest fan, does anyone come to mind? Who and why?
(This person does not have to be affiliated with the company in any way)

--Look at social media channels to see who may be posting often.

How do you think a small business or even startup could encourage brand adoration
among consumers without a big brand name already established? Are there tactics
everyone could use?

--Have a personal connection. Get your product in their hands and let them experience it
and understand what it is about. Gold Peak Tea – Human connection and human contact.
Create an experience, faces and names that people can put behind a company. There are
people who care about it and real people behind these things. Care and people behind it.

USC

Who would you define as USC’s consumer base? Students, alumni and who else? Who
are your efforts focused toward?

--There is a continuum. Prospective students ages 15 to 18, the parents who are often
funding the education and want to feel comfortable with where their child goes to school,
alumni, and friends of the university. Friends of the university are our non-alumni
donors. They make up 60% of our donors.

Why do people who are not affiliated with USC choose to donate?

--Often, they believe in USC’s mission or want to be a part of a specific project they are
working on. Like the donor Gary Michelson. He had never been to USC before he
donated, but he had been saying that there needed to be a center for convergent
bioscience and USC was the first to take the initiative to create one.

Define brand adoration in your own words. What does it mean for a consumer to love the
USC brand?

--It’s all about loyalty. They have plenty of choices. It is when you are not a preference,
but the only option that consumers have brand adoration. They set their sights on you
and do whatever it takes.

57

What does USC do (activities, messaging, offerings, etc.) to ensure brand adoration
among consumers? How does USC tie consumers to the brand?

--At the base level, we maintain consistency from our brand identity to the personal
experiences consumers have. We stay connected from high-tech to high-touch. We are
also careful about who we align ourselves with and maintain consistent in our
communication.

In a world full of educational options, how does USC use the brand to stand out? How
does USC prove it is worth the premium?

--We focus on what is unique about USC. From the undergraduate experience to USC’s
position in LA. The city has it’s own offerings. It is a very multicultural experience. Also,
consumers can become a part of the Trojan family. We don’t compare against others, we
just talk about our uniqueness.

If not mentioned above, does USC offer any loyalty programs to consumers along the
lines of fan clubs, discounts to long lines of Trojans, etc? Is the Alumni Association the
best example of this?

--The Alumni Association is a big component. We take a different approach to our
Alumni Association, because there is no charge for alumni to be a part of it. We try to
keep them connected to USC by inviting them back to campus. We also have a group of
Ambassadors who the President communicates with directly. He gives them updates on
the latest milestones and achievements and their job is to distribute that information
within their social circles. This update also goes to faculty and staff, since they are often
asked about the university.

Why do consumers buy into USC’s brand? Do they feel it defines who they are, says
something about what they believe in, do it out of tradition or any other reasons you may
notice?

--I believe it has a lot to do with the spirit side. Dr. Nikias has made it very important to
have a place for academics and school spirit together. It is important to the life of the
university. There is also an emotional attachment. Like the band at a black tie event. It
makes people feel nostalgic. It is all about the experience.

Why is brand adoration important to your company?

--Higher education is an expensive investment. With a lot of different choices available to
consumers, differentiation is a must. It is a competitive space. It is a huge financial risk
for consumers. Our communication efforts help build affinity with our target audiences.

Do you believe there is a link between brand adoration and the actual intent to go to
school at USC or contribute to USC? Why or why not?

58

--In a lot of cases it does, but it is also a part of the reason that continuous building is
important. Especially since a big part of donors are not alumni. We must keep building
our relationships.

Do you think a small business or even startup could encourage brand adoration among
consumers without a big brand name already established? Are there tactics everyone
could use? Why or why not?

--Yes. There are brands that come out of the dark and are loved. Companies must define
what the brand will deliver on and evaluate the experience they provide to see if it is
meeting a need or satisfying a desire. Also consistency within the brand is important
while differentiating the experience from others. You have to ask yourself what you
provide different from your competitors.

Nike

Who would you define as Nike’s consumer base? Who are your efforts focused toward?

--Do you know our mission statement? Our mission statement is reflective of our
company values. The most important part of the whole thing is the asterisk, saying if you
have a body, you are an athlete. We don’t take that statement lightly. It doesn’t mean you
are world-class, but it is people who want to use their body as a tool. Whether they are
fighting through illness, losing weight, or just being their best. If there is something they
want to do better or they have a goal, they are an athlete.

Define brand adoration in your own words. What does it mean for a consumer to love the
Nike brand?

--It is a demonstration of pride in association with the brand. Return purchase is obvious
and every company could say that though. But people fill up gas at same stations but it
doesn’t mean they love them. We see how consumers showcase their pride. Some do it via
social media. Some choose to wear the brand with pride in a moment of triumph. They
want Nike to be a part of that moment and we are most proud of those moments.

What does Nike do (activities, messaging, offerings, etc.) to ensure brand adoration
among consumers? How does Nike tie consumers to the brand?

--There are two things – Innovation, which I will keep going back to. We pride ourselves
on innovation. We are always finding new innovative ways to connect and do things that
will be different AND add value. We want to meet consumers in a new place or take them
to a new place. We value quality over quantity. Quality is more important to Nike.
Whatever time consumer has with Nike, we want to make sure it is a high quality
experience. We care more about the qualitative measurement more than quantitative. We
are doing something that forges a relationship because the consumer experience is most
important.

59

In a world full of options, how does Nike use the brand to stand out? How does Nike
prove it is worth the premium price when consumers could find cheaper items?

--Innovation is critical because in a lot of cases, Nike’s pricing is higher than
competitors. It is imperative that innovation is something that can be recognized and
appreciated. We pride ourselves on being a premium brand. Value is what we deliver.
The innovation behind our products justifies the price difference.

If not mentioned above, does Nike offer any loyalty programs to consumers along the
lines of fan clubs, discounts cards, etc.? If so, do you believe these programs indicate
brand adoration?

--To some degree, we have had some level of these programs over the years. Now, we
offer unique opportunities and experiences for members of Nike.com. Many of programs
and events are accessible to those members. This membership also gives insider
information. We held an event over the weekend with Kobe Bryant and members could go
for free. These events allow us to have two-way relationships with consumers and they
change the relationship from being strictly transactional. There are no discounts with
this program, just awareness of information and opportunities.

Why do consumers buy into Nike’s brand? Do they feel it defines who they are, says
something about what they believe in, do it out of tradition or any other reasons you may
notice?

--It is a combination of things. There is a spirit inside of people. It is an aspirational
voice that speaks the language that we speak. Also, people may like the athletes that
represent the brand because they are often people who inspire and motivate others.
Others know they like our products but don’t know why. We put the importance on
educating consumer so they know what to look for. The more we educate our consumers
on innovation, the more they appreciate what our products have to offer.

Do you believe there is a link between brand adoration and the actual intent to buy Nike
products? Why or why not?

--Yes. The people who love our brand buy our brand. We put forth efforts not to leave
anyone out. We have varied levels so our brand is accessible at all price points. In our
case, we want to make our brand accessible to everyone.

Do you think a small business or even startup could encourage brand adoration among
consumers without a big brand name already established? Are there tactics everyone
could use? Why or why not?

--Yes, I think there are a couple of steps to it. Be true to your own voice. Your identity
must be clearly understood and consistent. If your identity is constantly being rewritten,
it will be hard for consumers to understand it too. It is similar to human nature. Know

60
yourself and love yourself first before trying to be loved by others. Put your consumers
first, always. Try to see the need, and then fulfill the opportunity. Lead with the
consumer. Look through the eyes of the consumers to see what they want and need.
Hewlett-Packard

Who would you define as HP’s consumer base? Who are your efforts focused toward?

--With our broad portfolio of products and solutions we target everyone from Millennials
and Generation Z in our consumer PCs category to C-suite executives and IT decision
makers in large enterprises with our Cloud, Big Data, Security, and Infrastructure
solutions.

Define brand adoration in your own words. What does it mean for a consumer to love the
HP brand?

--For consumers to love a brand you must resonate with them on an emotional level.
They love the experience of using and interacting with the brand. The brand’s values
should reflect some of their own.

What does HP do (activities, messaging, offerings, etc.) to ensure brand adoration among
consumers? How does HP tie consumers to the brand?

--With our #BendtheRules campaign, consumers are encouraged to upload videos and
pictures of how they are pushing the limits in their own lives to challenge convention.
Empowering them and their values is important.

In a world full of options, how does HP use the brand to stand out? How does HP prove it
is worth the premium price when consumers could find cheaper items?

--HP is the largest technology company in the world. We want to deliver a great brand
experience at every touch point with our customers. If someone is satisfied with their HP
Printer at work, they are more likely to buy a HP hybrid laptop for their kids and
recommend it to friends. HP strives to make technology work for you in all aspects of
your life. Our broad portfolio of products uniquely positions us to do just that.

Does HP offer any loyalty programs to consumers along the lines of fan clubs, discounts
cards, etc.? If so, do you believe that participation in these programs indicates brand
adoration?

--Yes, we have several different programs, like discounts on ink when you sign up for HP
instant ink. HP is the largest technology company in the world so it is important that
consumers are being heard and their loyalty is being valued.

Why do consumers buy into the HP brand? Do they feel it defines who they are, says
something about what they believe in, do it out of tradition or any other reasons you may
notice?

61
Figure 2.1 – Brand
Love Curve by Beloved
Brands

--For many customers HP is seen a good, strong reliable brand. There is strength and
trust that comes with the company’s size. Some admire the entrepreneurial spirit and
honor the history of HP starting Silicon Valley in Bill Hewlett and Dave Packard’s
garage.

Why is brand adoration important to your company?

--Most of consumers’ decisions are based on emotion. Their connection with the brand is
driving sales.

Do you believe there is a link between brand adoration and the actual intent to buy HP
products? Why or why not?

--Absolutely. Consumers make the majority of their decisions in quick, ‘gut’ reactions
and then they rationalize it with facts and figures.

Do you think a small business or even startup could encourage brand adoration among
consumers without a big brand name already established? Are there tactics everyone
could use? Why or why not?

--Definitely. They can cut out their own niche in the market and really own it. They can
offer that personalized experience which consumers crave.
Images

Figure 1.1 – Word
Cloud of terms under
the Brand Adoration
definition

Figure 3.1 – Coca-Cola
fan Facebook
comments

62

Figure 3.2 – Coca-Cola responds to tweets from followers and fans
Figure 3.3 – Coca-Cola post on
Instagram showing how users share
stories with friends
Figures 4.1 and 4.2 show the editorial-
style content on the HP Twitter page

Figure 4.3 showcases a fun way
that HP displays its products on
Facebook

Figure 4.4 gives an inside
scoop on one of HP’s
campaigns with Meghan
Trainor and Cody Johns

Figure 4.5 gives an
interesting statistic
on the success of the
#LivingProgress
initiative

Figure 5.1 – A sampling of Nike’s Instagram posts, showing the focus is not on the
product, but rather the athlete and their sport of choice

63

Figure 6.2 – USC tweets to reach out to
alumni and showcase how much campus
has changed
Figure 6.3 – USC tweets reaching out to
donors to prove how much of a difference
a donation can make
Figure 5.2 – Nike’s @nike Twitter handle retweets segmented pages
Figure 6.1 – USC Facebook post showing
USC’s school spirit with academia initiative

64

Figure 6.4 – USC tweet reaching
out to current students to show
them the interesting things other
USC students are doing
Figure 7.1 – Whole Foods Pinterest site features Fall recipes
Figure 7.2 – Whole Foods posts a wholesome recipe on Instagram, promoting
healthy indulgence

Abstract (if available)

Abstract This thesis examines five of the world’s most‐beloved companies, including Coca‐Cola, Nike, Hewlett‐Packard, the University of Southern California, and Whole Foods. Each is outlined in a case study format to identify how brand adoration, or love for a brand, is cultivated among consumers. Interviews were conducted with brand managers at four of these companies in order to gain insight into the brand strategy behind these emotional connections. Content analysis was used to evaluate how the companies employed social media to further enact those strategies. The hypothesis was that any company could develop brand adoration, even if the brand wasn’t well known or the company was small.

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Asset Metadata

Creator Dean, Britany (author)

Core Title Luring lovers: how brands make consumers fall head over heels

School Annenberg School for Communication

Degree Master of Arts

Degree Program Strategic Public Relations

Publication Date 04/28/2015

Defense Date 05/01/2015

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag brand,brand adoration,brand love,branding,Coca‐Cola,Hewlett‐Packard,Nike,OAI-PMH Harvest,Small business,start‐up,University of Southern California,Whole Foods

Format application/pdf (imt)

Language English

Contributor Electronically uploaded by the author (provenance)

Advisor Floto, Jennifer D. (committee chair), LeVeque, Matthew (committee member), Lynch, Brenda (committee member)

Creator Email britanyd@usc.edu,dean.britany@yahoo.com

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c3-561961

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