The Relational Roles Of Brands

THE RELATIONAL ROLES OF BRANDS

for Cultural Marketing Management: Strategy and Practices,

eds. Lisa Penaloza, slide fastener Toulouse, Luca Visconti

Jill Avery

Simmons School of Management

300 The Fenway, M-336

Boston, MA 02115

617.521.3853

jill.avery@simmons.edu

January 2009

For many firms, the brands associated with their products and/or operate are their most valuable assets and much management management is given to designing, communicating, nurturing, and protecting them. In order to effectively shop steward brands, we must first better understand what brands mean to and do for their consumers. In contemporary culture, brands play important relational roles, linking us to others and serving as relational partners. This chapter is designed to provide an perceptiveness of the relational roles of brands to illuminate how consumers connect with brands and how those connections enable consumers to relate to for each one other.

RELATING TO CUSTOMERS
Consumers engage in races with brands and with the firms that sell them. As a consequent of this, a key strategic initiative for firms is to establish and throw strong, profitable relationships with their customers.



Since the mid 1990s, firms have invested significant amounts of financial and managerial resources into developing sophisticated customer relationship management (CRM) systems and processes. These systems are designed to collect individualized information on each customer, such as how much she buys, how frequently she buys, what she buys, and and disseminates it to all customer-facing personnel office in the firm. This enables customer service representatives, sales people, and other managers to forecast into each customer encounter armed with a screen background of historical purchasing information about the customers interactions with the firm so that they can personalize a relationship with the consumer.
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