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.