How Brand Fandom Powers Business Growth

Strong brands don’t just win hearts — they deliver measurable business results. MarketCast’s 2025 Brand Fandom study reveals a powerful and consistent link between brand fandom and financial performance, showing that shifts in fandom are not only correlated with revenue outcomes but can actually help predict overall business health.

MarketCast found that fluctuations in brand fandom account for more than 50% of the variation in annual revenue performance. Moreover, roughly two-thirds of the brands analyzed saw revenue move in lockstep with their fandom scores. When fandom grew, revenue rose by an average of 10.1% — a clear indication that deeper brand affinity fuels stronger business outcomes, from higher sales to sustained customer loyalty.

The analysis also highlighted the behavioral impact of fandom. Brand fans are five times more likely to engage with a brand’s content and/or products and six times more likely to pay more for brands and products they’re fanatical about. Additionally, they’re 15X more likely to advocate for brands they love and eight times more likely to defend favorite brands when they make a misstep. 

The report also reveals the top brands by fandom, with Amazon topping the list. MarketCast notes that consumers recognize Amazon for its “innovation and seamless integration into everyday life — from an expanding product lineup to lightning-fast delivery.” Meanwhile, Walmart, which ranks fifth, “thrives by balancing value and premium offerings, while delivering strong digital and in-store experiences with exclusive benefits.” Other brands in the top ten include YouTube, Apple, Netflix and Coca-Cola.