A brand is principally responsible for establishing a strong relationship with the customers. Therefore brands hold the accountability to build a healthy and strong relationship with the customers of the company. In that process customer brand identification plays a major role. Brand identification is defined as the process of developing a brand that offers positive consumer benefits and in turn results in repeat purchase. Also in the process of customer brand identification, identity of a brand acts as a significant factor.
Identity of a brand provides the direction, meaning and purpose of the brand. Brand identity is thus considered as the central unit towards the development of a strategic vision. Brands generally have 3 aspects namely brand image, brand identity and brand position. Brand image portrays about how the brand is being perceived by the customers, brand identity is about how the strategist desires the brand to be perceived by the target audience. Brand positioning is also a part of brand identity; it is about the way by which the intended audience can be effectively targeted. However modern studies highlights that branding has 5 aspects that are, design, positioning, customer relationship, storytelling and price (Healey, 2008, p.8).
Thus in order to sustain with a brand in the market and continuously communicating the messages to the target customers, Relationship Marketing is a key process. The next half of the project will offer insights about relationship marketing.
The area of relationship marketing has been an area of focus for the last few years. Relationship marketing mainly puts emphasis on the retention of customers rather than acquiring new customers. It heavily stresses on the process of customer satisfaction and gives less importance to sales transactions. Relationship