Question

Topic: Branding

Relational Branding

Posted by Anonymous on 1/13/2009 at 6:02 AM ET 250 Points
Lately I've heard a lot about the relational approach to branding, but I havn't been able to find any good literature on the subject. Does anybody know of any?

Basically the approach calls for more direct contact with your clients, so they help co-create the brand. The thinking is that advertisement is too expensive and doesn't always work. Instead you make a direct line from your customers to your marketing department through facebook groups, blogs, sponsorship, myspace etc.

Can anybody help?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 1/13/2009 at 7:32 AM Accepted
    Hi, Christian

    Below are links to "relationship" marketing:

    https://www.amazon.com/Relationship-Marketing-Strategies-Techniques-Technol...

    https://www.jimnovo.com/Relationship-Marketing-more.htm

    https://www.thewisemarketer.com/books/information.asp?id=36

    Marketing-Riot
  • Posted by matthewmnex on 1/15/2009 at 7:45 PM Accepted
    Hi Christian,

    I wrote some notes on another post earlier this week regarding using the word branding.

    marketing-riot has posted some nice links regarding relationship MARKETING

    marketing a product or service and developing a brand are 2 quite different activities albeit that they are inextricably linked.

    Please clarify a little your question so that members can give more precise answers and assistance.

    it is important for you to zero in on exactly what activity you want to do.

    Are you doing a "brand building / brand equity acquisition activity"

    or "Marketing a product or service".

    With respect to our business, we use facebook, google search ads and other blogs and networks to drive traffic to our sites. this brings approximately 40% of our overall traffic.

    This is a clear product marketing activity for us as we want visitors to become buyers.

    Building the brand of our sites is a more long term activity and this we are slowly doing through PR campaigns in addition to the fact that the brand is of course mentioned on our marketing campaigns which builds reconginition and loyalty over time.

    Please add some further thoughts and notes and we will be happy to come back with additional ideas for you to mull over.

    Matthew
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)