"kvttevmufpih@yahoo.com"
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kvttevmufpih@yahoo.com
Apr 21, 2008, 5:46 AM
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There are two main players on the market arena - customers and brands,
the latter of which exists to make customers happy. Making customers
happy is indeed a difficult task. The right type of relationship must
be established between the brand and the customer, and it must be
maintained and developed as market trends and customer preferences
develop. It is possible to identify three roles brands have performed
in this relationship over the years: parent, friend, and employee.
The parent brands are traditional brands or brands which were very
popular in the 20th century: Coca-Cola is one example. A parent brand
sets the example for behavior on the part of the customer, defining
what can and what cannot be done. If customers choose to disobey the
rules, they are punished - they are considered old-fashioned and not
cool enough. The only alternative is to go back to the brand.
Many customers were not happy with the restrictions of parent brands.
It was then that some friend brands emerged - mainly represented by
beauty care brands. These brands try to be friends with consumers and
provide mutual benefit - smooth skin for you, nice profit for me. If
customers choose to disobey the rules, both sides suffer - the brand's
sales tumble and the customer faces fears of visible wrinkles
again....
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