Brand Engagement

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.