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This question is about employer branding.
What is brand affinity?
Brand affinity refers to the loyalty and/or emotional connection that a customer feels in relation to a specific brand. Brand affinity represents how much a customer prefers one brand over other similar brands, or a brand within the same industry. This is often rooted in the positive experiences that a customer has with a brand.
Brand affinity happens when a customer builds up several positive experiences with a brand, but it also develops from the customer's understanding that their beliefs, interests, and values are aligned with those of a particular brand as well. This loyalty and connection then influence the consumer to act in certain ways that benefit the brand, such as by:
Making purchases from the brand
Becoming a loyal customer
Acting as a brand advocate and influencing others on the benefits of the brand
Consumers who experience brand affinity with a specific brand are far more likely to choose that brand over other competing brands, and may even be willing to pay higher prices for its products or services. Brand affinity is often curated when one or several of the following things happen:
A consumer shares the same interests around certain issues as a brand
A consumer responds positively to a brand's messaging through marketing and advertising
The brand creates a sense of community with its customers, otherwise known as a brand community
Measuring brand affinity as a metric can be a difficult process, as it is hard to obtain firm data in this area. However, brands can use surveys, feedback forms, and other ways of gaining a consumer's opinion about a brand to determine a brand affinity level to a certain degree. Other more firm metrics that can point to brand affinity include:
Repeat purchases
Customer retention rates
Social media engagement levels
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