Nov
09
2021
Why you would like to know in what relationships are consumers with your brand? How this helps in brand management
In the process of brand usage, consumers inevitably enter into a relationship with it. In our study of over 5,000 consumer relationships with brands, we found that 29% of relationships are emotional and friendly, 5% are hostile, and 66% are functional with little emotion, some more friendly than others, but all easy to end by the consumer. Consumer-brand relationships are multi-layered and each relationship type requires a specific way of brand building and communication with the consumer.