According to the Customer Based Brand Equity model, that I've mentioned in the article Digital (as a) Brand Equity Building Tool, there are 4 stages of Brand Development and corresponding Brand Objectives in each stage. One could inspect and discuss the role of Digital in each, and I have touched upon some in my Digital Brand Discussion articles, but probably the most impactful and thus most interesting would be to discuss the role and influence of Digital on stage 4 - Brand's Relationship building, nurturing and maintenance.
Framing the Digital Brand Discussions - Role and Influence of Digital across Stages?
(Where and How To Use Digital in Each Stage?)
One could approach the topic of Brand Digital Relationships from multiple dimensions, and aspects. Just think, for example, of Roles of Digital when talking about how to asses the relationship of a Brand. Knowing that key Measurement of Dimensions of Relationship are Behavioral Loyalty, Attitudinal Attachment, Sense of Community and Active Engagement, one could discuss the role of digital both as an creator, enabler, channel, corrective tool etc. However, I thought it would be interesting to discuss the types of relationship Brands can establish with Customers and what role Digital would play in those.
Susan Fournier's Brand Relationship Research, which reconceptualized notion of Brand Identity, argues that Brands can and do serve as Viable Relationship Partners. She introduces a model for measurment of brand strength in terms of BRQ - Brand Relationship Quality - which is based upon 6 main dimensions. 1. Interdependence, 2. Self-Concept Connection, 3. Commitment, 4. Love/Passion, 5. Intimacy, 6. Brand Partner Quality. Even more interesting is the Typology of Brand Relationships she suggests.
Relationship Typology as a Playground for Strategic Digital Brand Direction
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