Is it love, actually?

Abstract

With consumers and brands, not all relationships are created equal. Every brand makes an attempt to relate to its target segment on the presumption that connecting with customers would provide a sustainable relationship with them. There are two basic considerations with regard to such an approach. First, a brand manager needs to understand the different kinds of brand relationships before investing in brands, especially in this digital era of quantifying customer lifetime value (CLV). Otherwise, the quantification of CLV itself may not be appropriate at the extreme end of building customer relationships. Second, brand relationships require a marketer to understand category relationships that consumers reveal in their interaction with the brands. Read more at: https://www.thehindubusinessline.com/catalyst/is-it-love-actually/article23064982.ece#