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Building Relationships Between Brand Identities & Audience Personas | Ep #7
Do you need to develop a brand? The answer might be yes, IF you want audiences to build a long-term relationship with your organization, intervention, or campaign. But creating a brand is a lot like a romance: to inspire passion and have a healthy “relationship,” it must feel reciprocal and your brand needs to prove that it’s a good partner.
This episode breaks apart the basics of brand identity and brand loyalty, and may help you decide whether you are ready for the level of commitment a brand relationship brings!
Resources:
- Build Your Brand as a Relationship (hbr.org)
- Building a Brand Relationship (gallup.com)
- Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353.
Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!
For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com
© 2022 Karen Hilyard, Ph.D.
Connect with me on:
LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central
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By Karen Hilyard, Ph.D.
5
22 ratings
Do you need to develop a brand? The answer might be yes, IF you want audiences to build a long-term relationship with your organization, intervention, or campaign. But creating a brand is a lot like a romance: to inspire passion and have a healthy “relationship,” it must feel reciprocal and your brand needs to prove that it’s a good partner.
This episode breaks apart the basics of brand identity and brand loyalty, and may help you decide whether you are ready for the level of commitment a brand relationship brings!
Resources:
- Build Your Brand as a Relationship (hbr.org)
- Building a Brand Relationship (gallup.com)
- Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353.
Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!
For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com
© 2022 Karen Hilyard, Ph.D.
Connect with me on:
LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central