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.