Do you need to develop a brand? The answer might be yes, IF you want audiences to build a long-term relationship with your organization, intervention, or campaign. But creating a brand is a lot like a romance: to inspire passion and have a healthy “relationship,” it must feel reciprocal and your brand needs to prove that it’s a good partner.

This episode breaks apart the basics of brand identity and brand loyalty, and may help you decide whether you are ready for the level of commitment a brand relationship brings!

Resources:

  • Build Your Brand as a Relationship (hbr.org)
  • Building a Brand Relationship (gallup.com)
  • Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353.

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For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com

© 2022 Karen Hilyard, Ph.D.

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