A recent incident at a Sports store - teenager looking for knapsacks. Finds two equally priced. One is clearly better than the other in terms of functionality. Yet, he chooses the second. Why? The first is a branded Arsenal FC bag which, he says, " I wont be caught dead with". The second, less useful perhaps - but a branded Manchester United one - the Club of which he happens to be an undying fan!

Sport arouses passionate likes and dislikes. What about brands?  Do they inspire feelings as strong?

Brand marketers spend time and effort to measure Brand Loyalty. What percentage of my customers are loyal? How many will recommend my brand to others? How many will CHAMPION my brand as THEIR OWN?

How about also measuring brand DISLOYALTY?  Or brand AVERSION or brand REPULSION?

What proportion of your target segment is secretly (or openly!) saying ' I wouldn't be caught DEAD with that brand!' And is this proportion increasing or decreasing over time?  

The premium your brand commands in the marketplace is a function of  both the loyal base - and the actively disloyal base. Worth thinking about........