An emotional bond between a brand and consumer has proven to create brand intimacy. Some brands are more dominating than the rest like Apple proved to be the most dominating brand based on emotions while Amazon and BMW ranked as second and third most intimate brands in the U.S.
Each brand caters with the emotions of the consumers which becomes the foremost reason why a consumer is attracted to a specific product in the first place. Brand intimacy is the new paradigm that strengthens the emotional bond between a product and its user. For strengthening your online presence in foreign markets, marketing localization services can be invaluable.
For business growth, it's an important factor. If a brand delivers superior results in revenue and profits it surely doesn't necessarily mean that the brand has an emotional attachment, other elements are involved too, like price, quality, and availability.
Every brand has a unique appeal and connection with the consumers. Their effectiveness reflects in consumer buying behavior. Brand intimacy is known to shape emotions and helps customers decide what to buy. So to answer the question, brand intimacy is important.
Do not confuse brand intimacy with brand loyalty. Brand loyalty is driven with loyalty programs, rewards, and any extra factor offered by the product whereas brand intimacy focuses on the intensity a customer feels towards a product.
Brand intimacy focuses on four major aspects of the product;
Although it is an old strategy, techniques have improvised over time. For marketers, it is important to drive sales and effect purchase decision that ultimately connects a long-term bond with the consumer. Brand intimacy varies with industry, country, age, gender, and income. One brand popular in a specific region doesn’t necessarily mean it will show similar progress in another country.
Amazon is a great example, to begin with. As mentioned earlier, on an emotional scale Apple is ranked at the top but with years of insights and detailed focus on consumer’s buying power, Amazon outdid every other brand. It has built a strong portfolio and that’s how they achieved their goals and became a success.
Brand performance relies on brand intimacy. Several marketing localization services work in the background to ensure a brand's potential with localization and translation services. Although the use of linguists is common and effective there are other ways to ace brand intimacy like;
What is intimacy for a consumer? Consumers have spontaneous buying behavior. The rational purchasing decision is more reliable for brand loyalty but brand intimacy triggers impulsive buying behavior. Consumers are driven by the intensity of their emotions to buy a particular brand.
For instance, to attract consumers, Chevrolet created a family image and bonded on emotional terms to make their consumers feel comfortable. The loyal customers associate family values with Chevrolet. Cars are available within the budget (for a family), safe to drive, and cozy for long trips. For the automotive industry, Chevrolet is a proven example of brand intimacy. Besides, BMW resonates with high class and sleek style indicating its bonding with top tier customer who loves a car interior, looks for an excellent horsepower, and endurance worthy.
According to a brand intimacy report, certain factors create a strong bond between customers and brands like;
Naturally, a customer feels pampered and affiliate with the product.
For creating brand intimacy, it is also important to foster the customer-brand relationship from bonding to fusion. These three stages are crucial to reciprocate the bond;
When a customer interacts with the brand for the first time, the sharing process begins; it's the attraction towards the brand. When customers accept the brand for personal use and refer it to a third party is when a bond is created. Fusion occurs when customers and brands merge. For instance, Nike is one of the success stories as it cultivated its way from sharing to bonding and then fusing. Nike won its customers’ trust with the shoe-size technology but only for members. It recommended the right shoe size for its customers.
With its proactive approach to political stances as well, it built the brand image with a sound mind and therefore, the bond with its customers became more profound.
A brand with a global audience needs to make special efforts to retain the customers. It's important to focus on the core element that first became the reason for brand intimacy.
The deep emotional bond if exceeds the expectations only then a customer retains for the long-term. To leverage the attention, you need to create an environment in which you contribute more than what a customer expects originally.
The use of aspirational slogans, taglines, and especially endorsements comes handy. But foremost localizing the brand image is the first step to create leverage so never ignore it.
With high rise competitions, it's hard to retain brand intimacy, so it's vital to keep evolving practices to market the product and mature the brand like a fine wine. Keep the gratitude, special offers, and improvised customer care in check. For your 2020 strategy, invest with the right partners to create brand intimacy. Nurture your brand with a strong root.
Want to know how Mars Translation can help improve your brand intimacy with exceptional marketing localization services? Get in touch now!
Industry 4.0 is causing a fast transformation in the global industrial world. Although it might sound like a Hollywood secret
Read more
MarsTranslation is the translation platform which provides high-quality Certified Translation Services in Los Angeles Our platform allows the companies of all categories and sizes to
Read more
Digital signage is the form of electronic display that shows information, advertising and other messages. Digital signage such as LCD,
Read more
 Medical products are playing very important role in shaping the clinical dimensions. These days the development in the medical is
Read more
Every invention is launched for the sake of improvement in our system. There is no use of such inventions and
Read more
As you are well aware of the fact, if the medical sciences are progressing, there are different complications found as
Read more
 Recognizing an employee award has become very important. Many companies find it very valuable in using praise and recognition, to
Read more
You may have heard of 4Cs for 21st century learning, which are critical thinking, communication, collaboration and creativity. But how
Read more
Psychological effect used in super market in the 21st century is all about short cuts, the super market psychologist setup
Read more
