Pada sesi presentasi kedua, Disertasi yang berjudul BRAND RELATIONSHIPS: A PERSONALITY-BASED APPROACH disajikan dengan begitu gamblang. Penyaji memaparkan dengan meyakinkan sehingga isi disertasi tersebut dapat tersampaikan dengan jelas dan baik.
Resume Disertasi dapat dilihat di Blog Manajemen 2000
Satu hal yang membuat penasaran dari uraian tersebut adalah penjelasan tentang Customer-Brand Relationship (CBR).
Apa yang dimaksud CBR?
Apakah di saat konsumen tidak menyukai suatu produk / merek, maka di saat itu pula kita dapat menyatakan bahwa CBR-nya konsumen sedang menurun?
The System of Brand Identity includes the brand identity and the brand proposition of value (based on functional, emotional, and self-expression benefits), the brand-customer relationship, and credibility.
Brand-customer relationships are an important source of value for brands and constitute an area more easily changed or adjusted than the elements that make up the objective brand.
Fournier (1998) considers that Consumer-Brand Relationships follow four conditions of
inter-personal relationships. These are:
- Reciprocity and interdependence between the relationship partners;
- Intentionality of the relationship and meaning support to people’s lives, which can be of a functional or utilitarian nature, or socio-emotional or psychological nature;
- Providing a multiplicity of benefits through different forms of relationships, across a range of different dimensions;
- Process and temporality nature of the relationships: relationships evolve and change over the interactions between the partners and as a reaction to the context.
In the same study, Fournier (1998) identified seven dimensions as emergent categories of Consumer-Brand Relationships:
- Voluntary (deliberately chosen) versus imposed;
- Positive versus negative;
- Intense versus superficial (casual);
- Enduring (long-term) versus short-term;
- Public versus private;
- Formal (role, or task, related) versus informal (personal);
- Symmetric versus asymmetric (p. 361).
Fournier (1998) suggests analyzing the Consumer-Brand Relationships under the logic of goal compatibility, rather the congruence between discrete attributes of products and image of personality traits. This approach is contrary to the classic theory of consumer behavior that has focused on fragmented concepts of self, such as real self, ideal self, self image, etc. (see Chapter 4), on the pre-determined product categories, and on some mechanisms of relational association, for example, the congruence between brand image and self-image. In this sense, Fournier considers the construct Self-connection as one variable of Brand Relationship Quality
Dalam Referensi lainnya:
Martesen Grønholdt memaparkan hubungan pelanggan-merek (brand-customer relationships) tersebut. Hubungan pelanggan-merek (brand-customer relationships), dilihat tidak hanya melalui loyalitas pelanggan melalui pembelian ulang, tetapi juga meliputi perspektif yang luas dari intensitas dan loyalitas yang aktif, persepsi ketertarikan pelanggan, keterlibatan dan ikatan terhadap merek; yang dibangun dari enam pilar nilai merek provider itu diantaranya: kualitas produk (product quality), kualitas pelayanan (service quality), harga (price), janji (promise), keunikan (differentiation), serta kepercayaan dan kredibilitas (trust & credibility).
Brand is often limited in its definition to awareness of a product or service. A company markets its brand – creates the name, broadcasts it to target customer segments, and applies it to its corporate identity or a set of products and services. The brand makes the company, product, or service recognizable.
This limited view of brand is destined to fail in today’s business environment. Marketing, which orchestrates only a small part of the brand-customer relationship, puts the face on the brand, making a set of promises.
If you’re active in shaping the customer experience you can develop a rich and long-lasting relationship, firmly based in your brand. Where you fail to create a strong relationship with customers, a competitor will. Here are five places to start:
1. Clearly articulate your brand identity. If you can’t clearly articulate your brand identity, you’ll be unable to control how customers interpret it. A clear brand identity sets expectations across your organization for your products and services.
2. Establish a customer value proposition and use it to guide each department. The various departments responsible for delivering against your customer value proposition need to understand what the customer value proposition means to them.
3. Define the optimal customer experience. Identify the contact points where customers interact with your company.To create a holistic brand experience, you need to create a consistent and compelling experience at each of these touchpoints.Take an outside-in perspective when aligning each department with your customer value proposition and brand identity.
4. Cultivate relationships with customers. Treat these relationships carefully. Listen attentively to what you’re being told, learn from it, and respond.
5. Strengthen your brand over time. Based on what you learn from your customers, recalibrate your brand. Always be aware of how your brand can strengthen your brand-customer relationship.