Abstract:
Researchers have found that really strong brands have gone a step beyond achieving differentiation to develop deep relationships with consumers. In other words, product differentiation is not enough. In a deep relationship, hence in a strong brand, the brand becomes a meaningful part of the consumer's life. The functional and emotional benefits take on a much higher level of intensity. While follow-up research to evaluate their identified heartbreakers is advisable, what may be needed is more in-depth research to measure the depth of the relationship with the brand.
Research Papers
Basic instinct
Catalogue: Asia Pacific 2004
Author: Poonam V. Kumar
Company: KANTAR TNS Malaysia
March 28, 2004
Research Papers
Modelling implicit dynamics
Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Author: J. PauI Heylen
 
June 15, 1990
Research Papers
Is this tribe local or global?
Catalogue: Asia Pacific 2004
Authors: Gordon Pincott, Rimelle Freedman, LiLian Yap, David Chantrey
Company: KANTAR TNS Malaysia
March 28, 2004
