The Marketing Mix 1: Products, Brands & Their Distribution
Question 1: Explain what Fournier means by “having a relationship” with a brand.
Establishing a relationship with a product brand sounds like a strange thing, we often have numerous relationships with the brands of products we purchase without even knowing why we do. The article by Fournier plainly defines that for a relationship with a brand to exist there must be some kind of interdependence between the product and the partner. The interdependence with the brand may be emotionally, economically, Robert B. Hinde (1979) best defines this interdependence relationship;
For a relationship to truly exist, interdependence between partners must be evident: that is, the partners must collectively affect, define, and redefine the relationship.
Some of the theories of animism highlight that products may some kind of life-principle in the material world. Marketing plays a very important part in animism, how the product is perceived, thought of, or behaves can make or break a relationship with a brand. Tony the Tiger who advertises for Kellogg’s Frosted Flakes is a good example of this theory, Tony has the characteristics of perform and relate. He is often seen in his commercials playing or performing in sports, therefore relating to kids and adults who have that same interest. Other examples of having a relationship with a brand could include products that remind you of the past. My grandmother would always have Zero candy bars at her house when I would visit as a kid. When I see a Zero candy bar in the store I will often purchase it, why, because it reminds me of her. The examples I have provided clearly defines Fournier’s meaning of how co...
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...four approaches of price, customer service, advertising, distribution.
Ellen Berscheid, (1983) “Emotion,” in Close Relationships. Pg 110-168. Retrieved 21 March, 2012. from.
Letitia A. Peplau (1983). “The Emerging Science of Relationships,” Pg 1-19. Retrieved 21 March, 2012. from.
Robert B. Hinde. (1979) Towards Understanding Relationships, London: Academic Press. Retrieved 19 March 2012. from.
MPlans.com. (2012). Marketing Strategy, Marketing Mix. Retrieved 22 March, 2012. from.
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