<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Not all brands have the potential to develop into meaningful objects for consumers. They need to serve certain psychological and symbolic functions in order to qualify as passion brands. They need to help consumers define and express their personality, combine potentially conflicting social roles or experiment with new roles. Brand passion is lived in very different ways. Some fans invest a lot of time and money in their beloved objects; others join brand communities to collectively enjoy the brand. Others yet act as missionaries on behalf of the brand or develop their own rituals in dealing with it. Companies can encourage customers' relationships with their brands by helping consumers care for the brand and enhance or maintain it. True passion, however, also needs a pinch of magic in extraordinary and unique experiences and transformations. Creating such magical moments is the true challenge for brand management.</p>
</abstract>

Not all brands have the potential to develop into meaningful objects for consumers. They need to serve certain psychological and symbolic functions in order to qualify as passion brands. They need to help consumers define and express their personality, combine potentially conflicting social roles or experiment with new roles. Brand passion is lived in very different ways. Some fans invest a lot of time and money in their beloved objects; others join brand communities to collectively enjoy the brand. Others yet act as missionaries on behalf of the brand or develop their own rituals in dealing with it. Companies can encourage customers' relationships with their brands by helping consumers care for the brand and enhance or maintain it. True passion, however, also needs a pinch of magic in extraordinary and unique experiences and transformations. Creating such magical moments is the true challenge for brand management.

There´s No Passion; I Need Passion: Why Some Brands Excite Consumers So Much 

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"There´s No Passion; I Need Passion: Why Some Brands Excite Consumers So Much"}

Not all brands have the potential to develop into meaningful objects for consumers. They need to serve certain psychological and symbolic functions in order to...

There´s No Passion; I Need Passion: Why Some Brands Excite Consumers So Much

Published Online: Jul 10, 2014

Page range: 34 - 39

DOI: https://doi.org/10.2478/gfkmir-2014-0006

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.