BROMANCE or BRAND ROMANCE (I should coin this alternative definition) is the intimate relationship between a person and a brand that develops through shared meaningful experiences between an individual and the products they buy (Fast, 2010). The meanings we attach to various products over the course of their life make them so much more than the inanimate objects they appear to be. Like all relationships, these BROMANCES inevitably come to an end as a product breaks or another more attractive product comes along. However, one’s feelings toward this brand never completely fade and they think of it when making their next purchase. If this brand treated them well and lasted quite a while before it broke, they are likely to go out and search for another product of the same brand. Clearly, BRAND ROMANCE is an important factor in the phenomenons of repeat purchases and brand loyalists.
Of course, as one shops for a new product, they look for an upgrade, not exactly the same product that left them (one way or another) and broke their heart. This search for an upgrade is a demonstration of the value of offering unique features in marketing and selling a product. Features such as automatic doors, leather seats, remote start, a DVD player and satellite radio are what makes a car stand out when it is put up for sale or resale. These features are what catches one’s eye and causes them to take the time to check out such a product. In effect, such features differentiate a product by providing it with a unique brand personality. The role that children play in helping parents to select a new car, for example, prompts the inclusion of such features as a DVD Player and TV in a minivan that give it a ‘fun’ personality. Appearance isn’t everything, however. If the car doesn’t have a solid engine and an intelligent computer system, all of these features are meaningless.
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