Principles of Marketing
The Marketing Mix 1: Products, Brands & Their Distribution
Question 1: Explain what Fournier means by “having a relationship” with a brand.
Establishing a relationship with a product brand sounds like a strange thing, we often have numerous relationships with the brands of products we purchase without even knowing why we do. The article by Fournier plainly defines that for a relationship with a brand to exist there must be some kind of interdependence between the product and the partner. The interdependence with the brand may be emotionally, economically, Robert B. Hinde (1979) best defines this interdependence relationship;
For a relationship to truly exist, interdependence between partners must be evident: that is, the partners must collectively affect, define, and redefine the relationship.
Some of the theories of animism highlight that products may some kind of life-principle in the material world. Marketing plays a very important part in animism, how the product is perceived, thought of, or behaves can make or break a relationship with a brand…