Brand Love: Building Emotional Connections with Customers

This report explores the concept of brand love and its impact on consumer behavior. Using Apple as a case study, it discusses why organizations believe in brand love and the strategies they use to build emotional connections with customers. The report highlights the importance of brand love in maintaining a competitive advantage and achieving long-term success in the market.

Brand Love

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Explanation of why organization believe in brand love..............................................................1
CONCLUSION................................................................................................................................1
REFRENCES...................................................................................................................................1

INTRODUCTION
Brand love is a new term use by business organizations. It is a type of marketing term.
Brand love is define as an emotional and passionate connection between clients and brand of
business organization. In order to understand this term in more meaningful way this report
has been prepared. In this report Apple has been taken. It is most successful organization
and a strong brand among people. This report show how brand love is impacted on
consumer behaviour.
TASK 1
Explanation of why organization believe in brand love
Brand Love: This term is used for define a strong relationship of customers with products of
companies. Brand is a symbol, design, sign which use by business organization to make their
product unique and it itself is a marketing strategy. Many business organization re famous for
their brand and it is the nature of consumers that they purchase only those products and services
from which they have a strong connection and they use of the product from long time (Langner,
Bruns, Fischer, and Rossiter, 2016).To built brand love between consumers is itself a major
challenge for company’s after the globalization of economy, it is identify by the organizations
that only marketing strategies and consumer satisfaction is not important to maintain position of
the firms within market place to retain customers with particular organization it is require that
they use strategise which help in retain their customers for long time period, this brand love
strategies is used by manger. To make customer love and emotional connection with a particular
brand it is require for the manger to identify needs, of customers, the way they get attracted
towards the product, things through which they get success with making an emotional connection
with their potential customers. At present time people get close with the products and brand they
decide..
1

Apple case study
Connections build with brand are as deep just like people have a strong relationship with other
people (Langner, Schmidt, and Fischer, 2015).According to some researches it as been
identified tat business experience of consumers are based on their emotions. Thus mangers use to
make strong brand connection among the customers and company. Apple is one of the famous
brands in United Kingdom, More the 80 % people purchase mobile, cell, laptops of Apple. It is
one of the biggest earning organization .Apple used to apply a strong brand strategy thus they
get successful to build a strong connection between them and their customers. For this purpose
they need to follow some steps through which they achieve their strategically plan. To make
customers love brand of the company, mangers need to turn awareness of their customers not
action. They need to identity all the requirement of their customers through the environment
scanning technique. They need to build a strong trust among customers related to the brand and
then use strategies in which they incurred high expenses of promotional so that they can term
their customers into fan of the brand do the company. This will highly impacted on the
customers and they are used to purchase things for the particular of brand. Most of people buy
only Apple I phone as they believe they have strong perception regarding the brand and they
2

believe that products of Apple have give full satisfaction and every feature according to their
demands thus customers are highly influenced with the Apple (Bıçakcıoğlu, İpek, and
Bayraktaroğlu, , 2018). Brand love will help an organization to increasing their sell. It is the
symbol of goodwill and success of an organization will be based on the long term effect of a
brand public love and have a connection with that brand. At present time customers perception
their though has been changes they set a mind according to their perceptions they only purchase
products with whom have a god and strong market and brand value amount he economy. Thus
people rather purchasing from local industries sweet and desserts, they prefer to purchase
Cadbury Nestle food and beverage items, even this philosophy also apply in whatever it is
service sector, cosmetic products, medical, equipment, machineries or purchasing of plans,
building for residential purpose customers always follow those company which had a strong
brand impacted and strong connection with their customers. For this purpose companies started
on focusing on build plans and policies to get emotionally attracted to their customers so that
they are unable to move towards another company. This is also a reason of success to Apple that
they still made a strong position within the market are that customers in whole world have
emotionally get connect with this company and thus they choose to purchase only Apple brand
product.
To get emotionally connected companies use to advertisement strategies they choose famous
personalities for advertise their product through which customers easily get attracted towards the
company’s image. Management department of Pale follow this strategy and advertise their
products from many famous personality through which a position image of their brand has been
build among the customers and they will also attracted other target market customers. Brand love
will use to sustain competitive advantages for the companies (Roy, Khandeparkar, and Motiani,,
2016).
 Fans, not customers are the ones who Love your brand. Fans aren't 2 or 3 times more
influential than the average customer, but up to 100x more influential. If don't know who
your Fans are, have only customers.
 Apple and Starbucks consistently lead their categories with the highest NPS (net
promoter scores) of all brands in class. That means more people are recommending these
brands (i.e brand Love) than their rivals.
3

Problems arise during research:
It is very difficulty to research on the topic of brand love as their is not much scope and research
projects are prepared on this topic.
It is relay hard to collect data related to this research project
CONCLUSION
From the above analyse it has been concluded that brand love is essential term for today
business organization asset will help in attain competitive advantages among the rivalry
companies. Brand love is a stragic tool applies by the manger to maintain and build a strong
relationship between customer and brad of the business organization, which will positively
affect the customers and they only purchase the product of branded companies. Thus it is
essential for mangers to use this stratgy in their operational activites through which they can
achieve their goal and maintain a long term position in this competitive economy. For build
brand love mangers need to follow some strategic steps, with the use of these steps they can
build trust, loyalty and love connection between customers and their own company.
REFRENCES
From books and journals
Langner, T., Bruns, D., Fischer, A. and Rossiter, J.R., 2016. Falling in love with brands: a
dynamic analysis of the trajectories of brand love. Marketing Letters, 27(1), pp.15-26.
Langner, T., Schmidt, J. and Fischer, A., 2015. Is it really love? A comparative investigation of
the emotional nature of brand and interpersonal love. Psychology & Marketing, 32(6),
pp.624-634. Islam, J.U. and Rahman, Z., 2016. Examining the effects of brand love and
brand image on customer engagement: An empirical study of fashion apparel
brands. Journal of Global Fashion Marketing, 7(1), pp.45-59.
Bıçakcıoğlu, N., İpek, İ. and Bayraktaroğlu, G., 2018. Antecedents and outcomes of brand love:
the mediating role of brand loyalty. Journal of Marketing Communications, 24(8),
pp.863-877.
4

Roy, P., Khandeparkar, K. and Motiani, M., 2016. A lovable personality: The effect of brand
personality on brand love.Journal of Brand Management, 23(5), pp.97-113.
Alnawas, I. and Altarifi, S., 2016. Exploring the role of brand identification and brand love in
generating higher levels of brand loyalty. Journal of Vacation Marketing, 22(2), pp.111-
128.
.
5