Brand Relationship Theory

Overview

Understanding how consumers map their experiences with human relationships onto brands.

Presented by:
Larry Vincent,
Professor of the Practice
of Marketing

Presented to:
MKT 512
September 23, 2025

Anthropomorphism

Attributing human traits, emotions, or intentions to non-human entities.

Anthropomorphism

Anthropomorphism benefits

Increases brand likability and relatability
Differentiates in a crowded marketplace
Can convey complex ideas or values easily
Strengthens emotional bonds with consumers

If we perceive human traits, do we also perceive human relationships?

Relationship constructs

Intentions
Beliefs
Motivations
Rules/Boundaries
Reciprocity
Empathy

Brand relationship model

Relationship dimensions

Vicki

Relationship analogues

Typology

Abusive

A brand that you use or have used which meets the following characteristics: the brand just doesn’t treat you right; the brand does not seem to value you as a customer; no matter what you do to change or ignore the situation, the wrongful treatment continues just the same.

Adversarial

A brand that you adamantly refuse to buy, support, or use. You think of this brand as an opponent or rival. This is a brand that you are actively against.

Committed

A brand that you are committed to in some significant and lasting way. This is a brand that you expect to be using for years to come. Although your brand has competitors, you stick only with “your brand.”

Communal

A brand that you go out of your way to support. This is a brand that you really care about. You have a strong desire to help this brand succeed in the marketplace.

Dependent

A brand that you “cannot live without.” This is a brand you feel is truly irreplaceable. It is uncomfortable for you to think about being separated from this brand for a long period, or being prevented from using it ever again.

Exchange

A brand that you buy and use regularly and that meets the following characteristics: this brand provides a straightforward benefit for a reasonable cost; this brand simply “does the job” … nothing less, nothing more.

Master-Slave

A brand you use on a regular basis, but are somehow “stuck with,” trapped into using, or otherwise forced to use. This is a brand that you would say you use only because there is no alternative that is available to you and readily accessible. This is a brand that you wish you didn’t “have to” purchase or use. You would probably not select this brand if you had other options.

Secret Affair

A brand whose usage you downplay or keep hidden from certain others for one reason or another. While you may use this brand regulrarly or often, this is a brand that you really do not want others associating with you in any significant way.

It takes two to tango

A tale of two slaves

Relationship templates

Rules of engagement

A personal story

Just a fling

Fling → Teammates

Teammates → Friends → Family

Stress tests

Relationship journey

Takeaways

Customer relationships are about more than transactions over a period of time
Consumers perceive human traits in products and brands–these human perceptions extend to characterizations of relationships
Qualitative research can help you identify these relationships, but you will often have to look deeper than surface statements
Analogues can be a useful way to dimensionalize a brand-customer relationship, but be aware that the analogues can evolve over time
To develop and manage customers, focus on the rules and biases that accompany a relationship template