AI-powered
podcast player
Listen to all your favourite podcasts with AI-powered features
The Emotional Bond of Brand Relationships
This chapter examines how brands can be viewed as personalities that forge emotional connections with consumers, often leading to deep-rooted loyalty. It discusses the pivotal role of experiences in brand building and highlights the challenge of cultivating genuine brand love versus transactional relationships. By using examples like Nike, Coca-Cola, and Red Bull, the chapter illustrates the dynamic nature of brand religions and strategies in fostering consumer allegiance.