Branding
When Fournier discusses having a relationship with a brand, she means that sometimes consumers develop an attachment to a brand, rather than the product. The brand starts to have importance that goes beyond the product's functionality. The implication of brand relationship is not that of a two-way street; it is an imperfect metaphor.
The category being discussed is auto repair. One company is Midas and another might be the dealership where the car was purchased. I do not believe that consumers have relationships with these brands. In most cases, the relationship with the mechanic is more pragmatic -- the mechanic has value because of its ability to fix the car. The brand itself I believe is relatively irrelevant in this category. There may be a relationship with the specific outlet of a given chain, either on account of the personal relationships or on account of the functionality of the service, but in any case this relationship...
I do not believe, based on my own experience and understanding of the concept of brand relationships, that consumers have relationships with all brands. I do believe, however, that consumers have relationships with some brands. The loyalty that some consumers have to, for example Apple Computers or Corona beer, transcends the actual benefits of the product. Consumers in many categories demonstrate a preference for a certain brand that seems to outweigh the tangible benefits of that product or service. However, this only applies to some products, and I do not believe that it applies to all products.
4. The key to distribution of auto repair services is in the buildout of locations. A company like Midas has a high degree of saturation of locations. Many major automakers have extensive networks of dealer service centers as well. These two brands can be strong enough to convince…
