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:
“Obligation may be stretched till it is no better than a brand of slavery stamped on us when we were too young to know its meaning.”
—George Eliot [Mary Ann (or Marian)
“Pardon me, you are not engaged to any one. When you do become engaged to some one, I, or your father, should his health permit him, will inform you of the fact. An engagement should come on a young girl as a surprise, pleasant or unpleasant, as the case may be. It is hardly a matter that she could be allowed to arrange for herself.”
—Oscar Wilde (1854–1900)