This case involves thinking about the meaning brands have for consumers, the roles brands play, and the views customers have of brands developed through marketing and non-marketing influences.
The background readings for the module introduce you to ways of analyzing products and brands and the case reading relates to a study of the relationship consumers have had with brands. These are related to one another and you should apply the former in this case assignment.
Write a paper of no more than four pages in length (excluding title and reference pages and any appendices) addressing the following question:
In her 1998 paper identified in the background readings, Susan Fournier argues that customers have relationships with brands.
Explain what Fournier means by "having a relationship" with a brand.
Using two brands chosen from the categories below, explain whether or not you believe that customers have relationships with those brands.
Expand your thinking and explain whether, based on Fournier's paper, your own experience and your knowledge of other people, customers have relationships with all brands.