ABSTRACT
All kinds of relationships will go through four stages. First, users have to be aware of the brand. Once the brand is on users’ radar, they will pay more attention to it. We are bombarded by loads of information every day; we use selective attention to spend time only on issues that concern us. Throughout the process of digesting and filtering information, we employ selective retention to keep information that appears relevant and useful. Based on our previous experience or perception, we use selective distortion to interpret the meaning we have distilled from the information. After learning more about the brand’s uniqueness and selling points, we may start to like it. The positive progression of the relationship will lead users to identify themselves with the brand. After the users have been involved with the brand for a while and see that it can consistently deliver the promises it makes, they will finally trust the brand.
Convergence – brand is to play a role in user’s life
Consumers will identify with a brand if it aligns with their values. They will also trust the brand if they can benefit from the added values it delivers. The more prominent the role of the brand in users’ lives, the more important it is.
Community – brand is to play a role in the community
If a brand can go beyond its commercial boundaries and play a role in the community, it will naturally be seen as an admirable brand.
