chapter  12
43 Pages

Brand Relationships and Reputation

Like the bonds in a friendship or marriage, the connections between customers and their favorite brands are special. The brand relationship concept is a metaphor and at its heart are the connections that define partnerships, friendships, marriage, and family. The idea is that people connect with their favorite brands based on personal and emotional links. These deep relationships are not true of all brands, but rather reflect, as McKenna says, a "special relationship" with a well-loved brand.