Some argue that a brand-customer relationship starts as soon as the potential customer hears about, or is exposed to, the brand. This means that most of these relationships are one-sided (at least initially). This means that everything about the brand – especially the communication and content it puts into the public eye – is influencing the customer’s opinion of the brand and thus their relationship with it. This article has a brief look at what relationship management entails, and four ways that a brand can build positive, mutually beneficial relationships with clients – existing and potential:
Brand Relationship Management
There are so many different aspects which come into play when a relationship is forming between a customer and a brand. This includes things like:
- How well the customer can identify with the brand,
- How they perceive the brand,
- What they have heard from peers about the brand, etc.
Brand relationship management, then, is the way in which brands identify, nurture and improve their relations with their customers and other stakeholders. If a brand-customer relationship is good, brand loyalty will flourish. If the relationship turns sour – for whatever reason – this could cost the brand that customer (as well as any potential customers that they might end up dissuading).