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its a psychological construct that is reflective of how strong is a strength to which one feels that the brand is connected to the self there are two critical components one is the extent to which consumers see a connection between the brand and themselves they see the brand as similar to themselves in terms of their values they identify with it or they see it as meaningful the strength of that attachment is also impacted by the degree to which that brand is top of mind its part of what everyday experiences and consumers think about it quite often one of the things Im going to talk about 10 lessons of what Ive learned about brand attachment first lesson is that brand attachment is real there are people that develop these deep attachments to brands attachment is a basic human need it shows up not just in interpersonal relationships it also shows up and how people think about other entities like their pets places celebrities sports teams brands and experiences there are four indicato
