Brands: Relations or Loyalty

According to me brands are relation. Generally companies try build a relationship between the customer and the brand. When that relationship becomes strong the customer become loyal to the product and not the brand. Brands are intangible so it will always build relation and not loyalty. 

Ajay what you said is true customers are loyal only for products and services and not for brands.  

Actually neither. Branding is to build name recognition and the image that comes to mind given certain keyword, phrases or situations.

You use branding to start creating associations in the mind of the prospective customer. Your products and services then build from that association that marketing has created.

At best you can create relationships. Only product and services will build long term loyalty. Marketing messages help but do not create that.

In strategic brand management more important is relation building even in case of  B to B marketing also. Healty & supporting relationship between buyer & seller is effecting the mindset of the buyer and in turn the person become brand loyal . Proper service to your customer with and without product is the botto line.

Yes, branding is definately influenced by relations -- customer relationsand vendor relations.


With regard to customer relations, excellent customer service is after all a relationship-building exercise wherein you continue your point-of-engagement even after the product is sold. By relationships you can gain not only get opportunities for the first sale, but also (i) sale of the upgrade, (ii) sale of related products and (iii) sale of replacement products (when the shelf life is over).

And when your product is ready, you will need vendor relations to brand your product effectively unless you want to go it all alone. And remember, going it alone is not recommended unless you have some special strategy in mind.


In conclusion, relations are important for branding of a product in all stages.

Relationships go a long way!! Loyalties can be changed!

As Jaygopal has rightly stated, relations are emotion based and so the bond created is far stronger and superior. Loyalty needs to be 'purchased'. Anything that has a price tag on it can be easily shifted from one place to the other. The reason why I say that loyalty can be purchased is because in a market where SONY was undisputed, LG, SAMSUNG and others have created their own communication and niche by being present in the core of the upper strata and the lower strata. The product bouquets keep increasing and hence the options increase. Loyalty can change!!

Relationship based on emotion is also equally volatile. Resentment can brew anger towards the brand but it is still a very 'strong recall'. Happiness needs no elaboration as to what it does to the brand.

I am all for RELATIONSHIP!

In today's competitive marketplace, the need for repeat business is a vital factor that contributes to your bottom line. Companies that develop strong relationships and customer loyalty by delivering superior value will be the companies that succeed and the companies that last.

Relationships are the most important aspect for any brand building or marketing activity. Since relationships are built on emotional aspects, it is easy to build a direct connect and subsequent loyalty thereon.

A healthy relationship commands automatic loyalty and not the other way round. Loyalties are prone to change at the drop of a hat. Whereas a relationship continues for a long time till it sours and even afterwards chances of the loyalty continuing are bright because by that time it has become a habit.