Why we love brands. And why we want to work for them
Think about your favorite brand for a moment. Whether it’s the minimalism of Apple, the sleek appeal of BMW, or the comforting nostalgia of Coca-Cola, there’s a good chance you have a strong emotional connection to it. But have you ever wondered why we love brands so much? And beyond that, why do we aspire to work for them?
| Rank | Brand | Industry | Brand Value (USD) |
|---|---|---|---|
| 1 | Apple | Technology | $488.9 billion |
| 2 | Microsoft | Technology | $352.5 billion |
| 3 | Amazon | E-commerce & Cloud | $298.1 billion |
| 4 | Technology & Ads | $291.3 billion | |
| 5 | Samsung | Electronics | $100.8 billion |
| 6 | Toyota | Automotive | $72.8 billion |
| 7 | Coca-Cola | Beverages | $61.2 billion |
| 8 | Mercedes-Benz | Automotive | $58.9 billion |
| 9 | McDonald's | Fast Food | $53.0 billion |
| 10 | BMW | Automotive | $52.0 billion |
This ranking is based on Interbrand's Best Global Brands 2024 report.
The psychology behind brand love
At its core, branding is about identity, emotion, and trust. We don’t just buy products; we buy into the story, values, and experiences a brand represents. This deep-seated loyalty can be traced to a few psychological factors:
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Emotional Connection – Brands tap into our emotions by associating their products with feelings of happiness, nostalgia, or aspiration. Think about how Nike inspires with its "Just Do It" mantra, or how Starbucks creates a cozy, welcoming atmosphere.
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Trust and Consistency – The world is unpredictable, but brands offer familiarity. When you pick up a can of Coca-Cola or an iPhone, you know exactly what to expect. This sense of reliability builds trust, making customers return again and again.
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Social Identity – We use brands to define ourselves. A person wearing a Rolex sends a different message than someone wearing a Fitbit. Brands help us express who we are (or who we want to be) to the world.
The appeal of Working for big brands
Just as we’re drawn to brands as consumers, we’re equally captivated by the idea of working for them. Here’s why:
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Prestige and Recognition – A job at Google or Amazon carries a certain weight. Having a world-famous brand on your resume opens doors and earns respect in your industry.
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Innovation and Impact – The best brands don’t just follow trends; they create them. Working at companies like Tesla or Apple means being part of groundbreaking innovations that shape the future.
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Company Culture and Values – Top brands know that employees are their best asset. Companies like Microsoft and Netflix are known for fostering inclusive, forward-thinking cultures that prioritize employee well-being.
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Opportunities for Growth – A strong brand often comes with access to incredible resources, mentorship, and career advancement opportunities that smaller companies may not be able to provide.
The future of brand loyalty and employment
As the world becomes more digital and socially conscious, brands must evolve. Consumers are no longer loyal to just the product—they want to see authenticity, sustainability, and ethical practices. This shift also extends to employment, where workers seek purpose-driven careers with brands that align with their values.
Ultimately, brands aren’t just logos or products. They’re powerful, emotional entities that shape our choices, define our aspirations, and, for many, represent the pinnacle of professional success. Whether we’re buying from them or working for them, brands play a huge role in our lives—and that’s unlikely to change anytime soon.
What does 2025 hold? No doubt we'll be hearing more about Nvidia, OpenAI and Tesla as the world evolves at a seemingly incomprehensible pace.
