Key Criteria for Brand Relationships
Brand relationships can usefully be characterized in terms of two dimensions—
intensity and activity. Intensity refers to the strength of the attitudinal attachment
and sense of community. In other words, how deeply felt is the loyalty? Activity
refers to how frequently the consumer buys and uses the brand, as well as engages
in other activities not related to purchase and consumption. In other words, in
how many different ways does brand loyalty manifest itself in day-to-day consumer
behavior? Examples of brands with high resonance include Harley-Davidson,
Apple, and eBay.