Brand Management: Research, theory and practice

implying an existential view of man. ‘The inner reality’ of the consumer becomes
both valid and valuable data material by the application of this perspective. The
phenomenological perspective emphasizes a holistic view of the consumer and
thereby takes an interest in many aspects that are not directly related to the actual
consumption choice or behaviour.

Theoretical building blocks of the relational approach

It goes without saying that the brand relationship theory is the core theme of the rela-
tional approach. Applying the relationship metaphor to a brand–consumer construct
requires an abstraction towards regarding the brand as something human. The human
propensity to endow inanimate objects or mental constructs with human character-
istics is called animism. A prerequisite for the relationship theory is the literature
dealing with brand personality and therefore animism is the first supporting theme.
Animism will be reviewed very briefly; the inquiring reader should refer to chapter 7:
the personality approach. Human relationship theory serves as the second supporting
theme of the relational approach to brand management.

Supporting theme: animism

Human beings have a tendency to endow objects and even abstract ideas with
human personality characteristics. Brands can be animated, humanized and
personalized. A prerequisite for applying knowledge from the relational approach
to the management of a brand is that that brand is perceived as a personality as this
furthers the consumer–brand relationship. As illustrated in figure 7.1, human

Assumptions

Theory

Methods and data

Managerial implications

Figure 8.2Assumptions of the relational approach

156 Seven brand approaches