Brand Relationships
"Having a Relationship" with a Brand
Establishing and maintaining a "relationship" with a brand is a complex concept that often is taken for granted. Much of the complexity arises out of the fact that goods are inanimate objects and do not fall under the traditional notion of a subject of a relationship since the good or product can interact with an individual with human-like qualities. However, at the same time, people attribute human characteristics to products and brands. The human activity of anthropomorphizing inanimate objects has been identified as a universal activity in virtually all societies (Fournier, 1998). Therefore, in this way the brand can interact with the individual given the attributed human qualities. It is generally thought that people have relationships with brands instead of products because products typically have a lifecycle that eventually ends while brands are more enduring and can introduce new products (Rasmussen, N.d.)
Furthermore, the relationship between a brand or product and an individual can mirror interpersonal relationships in many ways and share many of the same dynamics. Feelings of trust, reliability, and even love can be thought of in regard to various brands as well as negative emotions such as disgust...
Brand Relationship When Fournier describes the relationship that consumers have with a brand, she is referring to the attributes that consumers ascribe to that brand and then relate to. These attributes go beyond the attributes of the product itself, such that the brand can be transferred from one product to another. An example of a brand with which consumers have a high degree of relationship would be Body Shop, to which
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Branding When Fournier discusses having a relationship with a brand, she means that sometimes consumers develop an attachment to a brand, rather than the product. The brand starts to have importance that goes beyond the product's functionality. The implication of brand relationship is not that of a two-way street; it is an imperfect metaphor. The category being discussed is auto repair. One company is Midas and another might be the dealership where
Branding in the global marketplace "Brands should be viewed as markers in a global system of symbolic differences" (Cayla, 2008, p. 106). Julien Cayla and Eric. J. Arnould assert in their Abstract that scholars in the field of international marketing need to "revise some key premises and foundations" and think more along the lines of the being "culturally relative" and "contextually sensitive" when approaching global branding (Cayla, et al., 2008, p.
Brand Communication Management on Organic Products In the class text in Chapter 11 entitled "Designing and Implementing Branding Strategies" that the brand-product matrix and the brand hierarchy help a company to characterize and formulate branding strategies. This is done by defining various relationships that consumers have among brands and products. In the matrix, brand-product relationships are graphically represented to set up a brand-product portfolio. From this portfolio, the elements in the
This level of the maturity model is a transitory one and is focused more on either small, incremental gains from the first level, which is Reacting. In the Reacting layer of this proposed Branding Maturity Model, the majority of brand departments have a decidedly "every department for itself" approach to process maturity and have information flow that is purely dependent on personal productivity applications only. That is to say
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