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Affinity

Brand affinity represents the emotional connection and loyalty consumers feel towards a brand. Affinity develops when consumers believe a brand is aligned to their personal identity and values. High brand affinity is a key goal in marketing as it leads to lower churn, lower price sensitivity, and advocacy of existing consumers. Effective strategies to boost brand affinity include advertising, public relations, and social media presence, all aligned to the same brand identity. Growing affinity requires delivering consistent experiences that align with the values of existing and prospective consumers, in both advertising and product usage.

Related terms

Awareness

Brand

Consideration

Drivers of choice

Salience

Share of voice (SOV)

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