Brand Relationship

Brand relationship is the repeated interactions between a brand and a customer that start to reflect similar characteristics of relationships between people, such as love, connection, interdependence, intimacy, and commitment. Many consumers have a strong brand relationship with Apple, demonstrated by their affection towards and commitment to the Apple brand, as well as the extent to which they feel like the coolness of the brand says something about who they are. Many of these consumers, when it’s time to buy a new laptop, they won’t even consider alternative brands.