How to Build Brand Love: Lessons from Arshavin and Alfa-Bank

Experts at the Alfa Summit in St. Petersburg discussed the nature of consumer brand loyalty. Using footballer Andrey Arshavin as an example, who has preferred Nike to Adidas since childhood, they showed how personal attachment can evolve into a long-term contract.

Timur Zulkarnaev, Senior Vice President of Alfa-Bank, highlighted the key difference between a well-known and a beloved brand. Love arises from philosophy, service, and design—elements that cannot be physically touched.

To build deep attachment, companies must spend years delivering vibrant emotions to customers, rather than creating short-lived spikes of interest. This approach allows brands to remain relevant for decades, surviving generational changes.