Brand Attachment: Building emotional connections across the customer journey

An artist interpretation of different colored rope tied together to depict attachment.

Consumers will encounter thousands of brands in a lifetime but will develop meaningful attachments to only a few of them. Why is this?

Time and time again, behavioral research proves that if our emotions are strong enough, they’ll override rational thought. This concept is the foundation to the brands we love, what we choose to buy and our likelihood to stay loyal when better products or services compete. As we connect ourselves to a brand based on our shared values and the way a brand makes us feel, we may develop strong brand attachment.

This paper will explain how brands move from transactional loyalty to a new realm of unbeatable, unmatched and irreplaceable true customer brand attachment.


  • Defining brand attachment
  • Developing relationships with consumers
  • Ways to drive relationships with brands
  • A model for measurement