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Just Friends? Building Brand Relationships

By Josh Greet on Sep 13, 2019 10:26:52 AM

‘Brand Relationship’, it’s a term that’s often tossed around in the marketing world and critical to the ongoing success of your business. It is a phenomenon that has churned out myriad definitions and has been the focal point for marketing scholars for decades. What does it mean? Perhaps most simply, it is a relationship generated by ‘repeated interactions between a brand and a customer that starts to reflect similar characteristics of relationships between people’. A customer is not simply a passive bottom line to business, they are an active partner in a relationship that is generated over time. This relationship is built through repeated, consistent interactions in which the customer will begin to develop a number of characteristics, perhaps the most important of these – commitment and interdependence. Understanding that customers are an organic marketing opportunity, building a successful brand relationship both reinforces this opportunity and creates new avenues of marketing.

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