17min chapter

Let's talk branding cover image

The 5 brand religions with Kristof De Wulf

Let's talk branding

CHAPTER

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.

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