Building Lasting Customer-brand Relationships

Overview/Description
The focus of brand management today is on building lasting relationships between a brand and its customers. Effective brand relationship management involves knowing a brand's customers and being aware of their changing needs and behaviors. It also involves looking for new ways to deepen the attachment between a brand and its customers. This course explores how customers connect with brands and provides an overview of actions you can take to develop a customer-brand relationship. It also outlines a methodology to analyze customer-brand connections and to make a connection at an emotional level by using brand stories.

Target Audience
Managers and strategic planners who want to develop or refine their strategic brand management skills

Expected Duration (hours)
1.0

Lesson Objectives

Building Lasting Customer-brand Relationships

recognize strategies organizations can use to effectively manage the relationship between a brand and its customers

match the types of analysis used to find customer-brand connections with examples of their potential outcomes

create a brand story that connects emotionally a brand and its customers