Marketers aim to manage brands effectively, but what exactly does that mean? Surely successful brands manage themselves? Do customers not decide the terms of a relationship with specific brands? In answer to these two questions: yes and yes. At least that is how successful marketers make it appear. This is all achieved by excelling at brand engagement.
Encouraging repeat or new customers to engage with a brand is not as straightforward as it may seem, but there are a number of techniques marketers can employ to stir interest in a service or product. Some methods are extremely obvious and others take are more subtle approach. The idea is to find what works best for a particular brand and continue with that method.
Brand engagement describes how a relationship begins, continues to grow and how it keeps the relationship going between an individual and a brand. Though different in a number of ways, engagement can occur through advertising directly, such as when marketers make a conscious effort to repeat a message to consumers. That message could be designed to administer a certain thought or discussion among your target market, such that a shared perception of the brand takes shape.