Consumer-brand relationships

Consumer-brand relationships Essay example
Undergraduate
Essay
Marketing
Pages 20 (5020 words)
Download 0
Consumer-brand relationships NAME: AFFILIATION: UNIVERSITY: COURSE TITLE: DATE OF SUBMISSION: Introduction to Consumer-brand relationship In today’s dynamic and competitive environment, the companies are compelled to do investments in avenues that will support them in attracting and retaining the customers along with nurturing the brand relationships with them so that they are able to create a distinctive image in the market…

Introduction

When the concept of branding is applied in the marketing strategies, there is a huge possibility that an effective consumer-brand relationship is created. The marketing experts have realised that the customers have become more informed and have easy access to a wide range of choices and the only way to get competitive advantage in the respective market is to strengthen the consumer-brand relationship which means getting the customers emotionally involved with the brand (Bengtsson, Bardhi & Venkatramann, 2010). It is stated by Frank et al. (2010) that the companies that will ensure that they create a highly gripping, pleasurable, consistent and compelling experience of brand for their customers which will enable it to get the top ranking in the market. However, the companies that strive to strengthen their brand just to obtain monetary benefits or don’t take account of the customer’s preferences are often unable to create a healthy relationship with their customers. ...
Download paper
Not exactly what you need?

Related papers

Brand Personalities
Brand Personality: A Comparison with Human Personality: …
Consumer Behavior: Brand Personalities
Despite the fact that brand image development is undeniably a grave challenge to brand managers, there has not been much research to assist brand managers in making a choice between different strategies. There are large numbers of researches that have been accentuated on brand personality (Okazaki 2006; Venable & Rose 2003). Nevertheless, the most important focus of these researches has been on…
The Role That Customer - Brand Identification Plays In Brand Loyalty and Brand Promotion
Background In this turbulent business environment brand plays an imperative role towards the success of a company. Every company operating in the market place strives to develop a brand for themselves. The past decades has witnessed the evolution of some of the strongest brands of world. Companies mainly develop a brand for the purpose of giving an identity to the product. The primary intention of…
Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour
Alina Wheeler defined branding and brand identity in a concise manner. In her opinion, branding is a process intended to build awareness and customer loyalty towards a product or service whereas brand identity is a concept, which helps organizations to distinguish its products and services from the competing products and services (Wheeler, 2009). Globalization has produced an overflow of products…
Brand Identification Plays In Brand Loyalty and Brand Promotion
The earlier studies will include a number of journals articles such as ‘Social Identity Theory and the Organization’ by Ashforth and Mael, ‘Self-Categorization, Affective Commitment, and Group Self-Esteem as Distinct Aspects of Social Identity in the Organization’ by Bergami and Bagozzi. Defining Brand A brand acts as the nucleolus of a company; it helps to strengthen the image of a…
BRAND PERSONALITY
392). The concept of brand personality eludes clear definition. Anandan (2009) provides what is probably the most practicable description: ‘Simply put, brand personality answers the question “What happens when the brand turns into a human being?” or “What happens when the brand comes alive?” (p. 139). Brand personality is also defined as “the set of human characteristics associated…
MKT302 Mod 2 Case: The Marketing Mix: Products and Brands
The assessment will finally justify the existing relationship between consumers and brands and why this relationship exists for some brands and not others. A brand is a sign, design, symbol or summation of all of them, for the purpose of proving the goods or services of one seller, or a group of entrepreneurs, and to distinguish them from those of competitors (Peterson, 2007). Essentially, a brand…