Welcome to Brand Desire 2012
2012 is the second year of Clear’s global study into why we love the brands we love.
This year’s study is even bigger: we have expanded it to cover 22,000 people across 6 countries, 23 categories and over 500 brands.
And it’s even better: year on year comparisons have helped us to understand the dynamics of desire: which brands have become more and less desirable over the past 12 months and why. This is especially powerful because it helps us understand how we can increase desire for our brands in the face of continued economic uncertainty.
Through all the extra data and additional analysis two key findings stand firm from the original Brand Desire study: the principles of desire are as true today as ever and building desire remains an immensely powerful way to build sustained value into your business.