When a Brand Feels Personal

Dr. Alexandra Aguirre-Rodriguez
Associate Professor, Marketing Ph.D. Director at Florida International University

¨In modern marketing companies must focus on relationships with customers in their marketing decisions because such relationships are crucial to long-term growth. For example,

many brand strategies are designed to connect with customers’ personalities and identities.

Once that connection is established in consumers’ minds it becomes part of how they view the brand as an extension of themselves, which translates to loyalty and a strong lifetime customer value.¨

Read full article here: https://www.luxury-marketing-lab.com/thelab/what-role-do-relationships-play-in-your-marketing-strategy