Principles of Marketing
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 consumers can actually have a relationship with the products they choose to purchase.
Question 2: Identify two brands chosen from the product categories above and explain whether or not you believe that consumers have a relationship with those brands.
The two brands I have chosen from the product categories are a dentist and auto repair. Let’s first look at the dentist and try and decipher if a customer could have a relationship with this provided service. When you visit the dentist you can pretty much say that it becomes a personal experience. When you allow someone to open your mouth and stick sharp objects in it, you must or have developed some kind of relationship with that individual. That relationship may have been established over time through quality service or you have visited this dentist as a kid. How does this apply to someone who visits this dentist for the first time? A bond of trustworthiness must be initially established by a first time customer to complete the dyad. When dealing in a human to human interaction, and especially with a medical procedure being accomplished, relationships are essential. Both parties in this dyad are essentially providing a service to each other which clearly...