Brand engagement with consumers has significantly evolved in a short space of time. The rapid rise of the internet and social media has facilitated companies with a growing variety of platforms to create more personalised interactions with their brand. This in turn has enabled brands to harvest loyal consumers who follow their every action and become brand ambassadors in some sense, by using new products or service they launch.

Our Research

Interested in the relationship between brands and consumers, OnBuy analysed findings from YouGov, who surveyed more than 2,000 Brits to better understand how they would let a brand they like, sponsor them.

The research fascinatingly found that just under a half of Brits (42%) would let a brand they love put their logo and the words "sponsored by" in the bottom corner of their profile picture on all social media channels they have a presence on. Thereafter, 39% of Brits would be most willing to appear in a brands television advertisement.

Furthermore, 37% of Brits would be prepared to wear a shirt or top with a large picture of the brands logo on it every day for a month whilst 19% would astonishingly do so for the whole year.


Credit: Yuriy Golub/Shutterstock


On the other end of the scale, 3% of Brits would be least willing to change their own first name to a brands name. Slightly above, just 5% of Brits would drastically get a brand’s logo as a tattoo somewhere on their body.

Moreover, 6% would replace or add a brand's name to their own middle name – this type of dedication exhibited by Nathan Yorkshire Tea Garner who ditched his original middle name in favour for his favourite brand of tea.

Person taking a selfie

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Cas Paton, Managing Director of OnBuy commented:

"In this digital age, the connection between companies and consumers has become more intertwined than ever. With brands and consumers merging together, some companies like to fully immerse the marketing strategies with the consumers that support them; creating a true representation of those who support them. As a result, this has influenced certain consumers to become advocates for a brand they like and enjoy using or wearing. What this research displays is that there are sponsorship avenues which British consumers would be less inclined to accept and entertain when exhibiting their brand interest. It is key for companies to work with the correct influencers for maximum exposure".