Brand engagement is a term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand. It comprises one aspect of brand management. What makes the topic complex is that brand engagement is partly created by institutions and organizations, but is equally created by the perceptions, attitudes, beliefs, and behaviors of those with whom these institutions and organizations are communicating or engaging with.
There is still lack of clarity and debate about whether this is a “soft” or hard measure, and whether it can be linked to any consumer or employee behavior change – e.g. sales activity, trial, or recommendation.
Read more about Brand Engagement: External, Internal ("close Stakeholder"), The Measurement Angle, Example, Collaboration and Connectivity Vs. Content Management
Famous quotes containing the words brand and/or engagement:
“Well, you look so pretty in it
Honey, can I jump on it sometime?
Yes, I just wanna see
If it’s really that expensive kind
You know it balances on your head
Just like a mattress balances
On a bottle of wine
Your brand new leopard-skin pill-box hat.”
—Bob Dylan [Robert Allen Zimmerman] (b. 1941)
“A part, a large part, of travelling is an engagement of the ego v. the world.... The world is hydra headed, as old as the rocks and as changing as the sea, enmeshed inextricably in its ways. The ego wants to arrive at places safely and on time.”
—Sybille Bedford (b. 1911)