Is your brand a One-Night Stand?

Companies strive to establish a relationship between brands and consumers that is as intensive and long-lasting as possible. However, the multifaceted relationships which consumers develop through a range of brand experiences are not adequately captured by existing research approaches. To this end, the consumer-brand relationship approach is a valuable addition.Loyal consumers are profitable consumers: they know the brand, it is familiar to them and consequently they prefer it and buy its products more often. Ideally they even recommend their favorite brands to others. These parameters are all monitored and measured by many companies today using approaches such as the purchase funnel or customer value. Although these approaches provide an initial overview of key economic indicators, they are often one-dimensional in their perspective.