MOD CASE 2

MOD CASE 2

“Having A Relationship" With A Brand

The field of marketing has increasingly shifted its focus from the concept of short term exchanges to the formation of relationships between brands and consumers (Fournier, 1998). This essay seeks to explore the meaning brands have for consumers, the roles brands play, the views customers have of brands developed through marketing and non-marketing influences and how products are distributed.

Relationships are characterized by interdependence, they have meaning, they change over time and the relationships is characterized by various forms of bonds and the basis for the relationship can stem from multiple functions. Interdependence. Brands are valuable partners in this relationship. The brand is also an active and contributing member in the relationship. Inanimate objects are usually anthropomorphized in most societies and consumers are no different. They assign personality qualities to inanimate objects and accept the attempts by advertisers to humanize the brands; this only serves to show that they are willing to entertain brands as useful members of the relationship dyad (Fournier, 1998).

A relationship is essentially what it means. Three aspects exist in meaning and these shape the significance of a relationship to a person. The aspects are psychological, sociocultural and relational meanings. Psychological meaning can be successfully indicated by the identity activity on which the relationship is based, while a sociocultural meaning is portrayed by the social embedding of meanings and preferences in consumption behaviors. Additionally, consumer constellations mirror those that are found in social relationships where one complements the other (Fournier, 1998).

Relationships can be categorized according to the function that they serve and the types of bonds that hold the parties involved together. Additional categorization can be done depending on whether the relations is voluntary, the level of formality that governs the relationship, the presence or absence of friendship in the relationship and the level of equality between the parties in the relationship (Fournier, 1998).

Relationships, unlike transactions, are not temporary. Continued exchange between parties takes part and the exchange evolves according to the demands of the times. Relationships go through initiation, growth, maintenance, deterioration and eventually end in dissolution (Fournier, 1998).

Auto Repair Product

These brands are often some of the most valuable assets a company possesses. A brand is a unique marketing identity created for a product, product line, company, or even industry. Brands are associated with trademarks, trade names, service marks, and the like; however, many marketing experts insist that the concept of branding encompasses much more than a unique name or logo. Rather, they argue, a brand conveys an image of the values, qualities, and experiences that the underlying product or service is supposed to embody for its customers. These brands serve their owners by allowing them to cultivate customer loyalty for, and recognition of, their offerings. Brands also serve the consumer; they supply information pertaining to factors such as the quality, origin, and value of goods and services. Without brands to guide buying decisions, the free market would become a confusing, faceless crowd of ...