As they do with people, consumers form concrete relationships with products and brands. Some brands are "best friends," others are just "acquanitances" -- and some may be "frien-emies." How can marketers and researchers harnass these connections to understand and optimize the connections between consumers and brands?
Eric Villain, Managing Director of GfK’s Brand and Customer Experience team in North America, here discusses the many ways that consumers relate to brands, and the meaning of those complex bonds.
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