approach is the first approach relying on purely qualitative research. Brand
consumption is understood only through a deep and holistic understanding of the
personal context in which the brand is consumed.
The ‘brand–consumer exchange’
The brand relationship theory is based on a ‘dyadic’ brand–consumer relationship,
implying an equal exchange between brand and consumer. Both parties contribute
to brand value creation, which takes place in an ongoing meaning-based
exchange. The fact that the arrows in Figure 8.1 form a circular motion reflects
that the development of the brand–consumer relationship is a never-ending
process, influenced by the same parameter changes as human relationships.
Even though the focus of the relational approach is the ongoing exchange (or rela-
tionship) between brand and consumer, it is important to stress that relationships are
phenomena influenced by contextual changes. The brand relationship theory also
aims at understanding the lives of consumers in a holistic manner; implying that the
environment of the consumer is not delimited from analysis. But it is important to
understand that the approach focuses on the exchange between brand and consumer,
while the understanding of the consumer’s social context is the pivotal point of the
community approach (chapter 9) and the impact of the consumer’s cultural envi-
ronment is conceptualized in the cultural approach (chapter 10).
In the broader context of brand management, the relational approach implies a
major shift in assumptions. Considering the methodologies and scientific and philo-
sophical traditions of the previous approaches, this shift is a significant step towards
a new conceptualization of the brand as something ‘owned’ by the consumer.
The ‘ownership’ by the consumer is at the heart of the consumer-based
approach (chapter 6), but the consumer perspective of this approach rests upon an
if–then logic (if you are faced with stimulus X, your reaction will be Y) high-
lighting the similarities among consumers and the consumer as an information-
processing ‘computer’. Thereby, the view of man behind the consumer-based
approach is more related to a machine metaphor and consumers are more seen as
manipulable objects. Therefore, the ‘ownership’ by the consumer in the consumer-
based approach can be questioned. Sure, the brand is perceived as linked with the
associations in the mind of the consumer, but the brand manager can also be seen
as a ‘computer programmer’ programming consumers by applying the exact right
cues and triggers to marketing communications. Even though the relational
154 Seven brand approaches
Brand ConsumerFigure 8.1‘Dyadic’ brand–consumer relationship