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Brand engagement is the process of creating and maintaining a connection between the consumer and a specific brand. This involves understanding the typical customer and using emotional and logical appeals to convince them that the product meets their needs. Media communication is vital, including traditional and new advertising options and social media.
Brand engagement is the strategy for cultivating and maintaining a sense of attachment between the consumer and the specific brand of the product. This attachment is one that normally appeals to the consumer’s intellect and emotions. A number of different approaches are used in an effort to create this type of connection between buyer and seller and to keep it strong and viable. Brand engagement strategy is considered important to the entire brand management process and therefore often provides important data on how companies market and package the products they offer.
Creating meaningful brand engagement with the consumer requires the manufacturer to create a detailed profile of the typical customer who is likely to purchase products sold under the brand. This includes understanding how factors such as age, gender, economic status, religion, and educational background influence perceptions of those consumers. By finding ways to convince consumers that the product line can meet their needs, the engagement process begins.
At this juncture, the brand engagement process may be based solely on an emotional response from the consumer or an appeal to the consumer’s logical thought processes. Once this initial connection is made, that appeal can be expanded to include both aspects of consumer response. This assumes that the consumer’s initial perceptions of the brand turn out to be true. For example, if the connection begins due to the consumer’s belief that a laundry detergent will clean clothes better than the brand currently in use, and this turns out to be true, this intellectual connection is then strengthened by the positive emotions the consumer associates with the product.
Cultivating this level of brand engagement involves using a variety of tools to reach, educate and ultimately engage the consumer at all levels. To this end, media communication is vital to the process. Companies will make use of all types of marketing approaches including the use of print advertising, radio ads and television commercials. Many companies are also making use of new advertising options, such as banner ads on websites and creating websites for the products themselves. Some companies will make use of a social media approach by running forums where consumers can discuss the brand and its products. By using these strategies to create and strengthen the bonds consumers feel with the brand, the potential for competitors to attract those customers is minimized, at least as long as the brand is able to maintain its appeal.
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