The Customer / Corporate Relationship: A Foundation for Loyalty
Download PDF of Corporate / Product Identity and Strategy
Overview [1] [2] [3] [4] [5] [6] [7] What is Corporate Identity?
We have a tendency to personify things: it's a way to build a relationship with our surroundings and belongings. By unconsciously establishing a personal relationship to the corporations we choose to do business with and the products that we buy, we build a foundation for loyalty.
Whether our feelings about a product or corporation are positive or negative depend on the how we perceive the company and the experience that we have with them and their products. A pleased customer is a loyal customer, and a loyal customer is someone who feels a sort of familiarity with the company's core values, or identity. This is why it is so important for corporations to determine the best possible relationship between their identity and the identities of their products, which act as representatives of the company.
