More than a brand.
A sense of belonging.
The Brand Aura Effect reveals what inspires Canadian consumers to connect with brands, embrace their values, and feel a sense of belonging.
The Brand Aura Effect Webinar 2026
On November 25 at 12 p.m. ET, discover what sets brands with a strong aura apart, what drives their appeal, and how your brand compares with the competition.
- ^Measure your brand’s appeal and benchmark it against competitors
- ^Identify the key drivers and barriers that shape consumer choice
- ^Build stronger connections and foster brand loyalty
About the study
Discover the intangible power that makes brands stand out
What makes a brand appealing, distinctive, irreplaceable, or inspiring? That elusive je ne sais quoi that creates lasting connections with consumers. At Leger, we call it Brand Aura.
The Brand Aura Effect explores what makes brands resonate with Canadian consumers. Based on an evaluation of more than 200 brands across 29 product categories, the study identifies six dimensions of brand aura and 20 key drivers that shape consumer perceptions, emotions, preferences, and loyalty.
Through competitive benchmarks and actionable insights, the study helps organizations understand what drives brand choice, strengthen their brand’s appeal, and build lasting relationships with consumers.
Six Dimensions of Brand Appeal
Leger’s Brand Aura Effect measures the power of brand appeal through six complementary dimensions:
- Desirability: Appeal beyond price and availability.
- Distinctiveness: What sets a brand apart from competitors.
- Curiosity: The interest a brand sparks.
- Irreplaceability: The difficulty of finding an equivalent brand.
- Resonance: Alignment with consumers’ values, identities, and aspirations.
- Pride: The pride consumers feel when choosing a brand.
During our November 25, 2026 webinar at 12 p.m. ET, we’ll explore the six dimensions of Brand Aura and uncover what drives lasting consumer connections. Don’t miss out!
Strengthen your brand’s appeal with clear, actionable insights.
Guide your next marketing campaign or product strategy with an accessible study.