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:
“We should always remember that the work of art is invariably the creation of a new world, so that the first thing we should do is to study that new world as closely as possible, approaching it as something brand new, having no obvious connection with the worlds we already know. When this new world has been closely studied, then and only then let us examine its links with other worlds, other branches of knowledge.”
—Vladimir Nabokov (1899–1977)
“But not gold in commercial quantities,
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And marriage rings of those who owned the farm.
What gold more innocent could one have asked for?”
—Robert Frost (1874–1963)