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This statistic illustrates the top-performing brands in terms of consumer engagement with their expectations within their respective categories in the United States in February 2015. In the e-readers category, Kindle was the leading brand with a ranking of ** percent in meeting consumer expectations related to the category-specific ideal generated by consumers.

Consumer Relationship with Brands – Additional Information

To remain competitive in the market, brands need to establish a good reputation. They do this by building strong and lasting relationships with their customers. Today, as the Internet has become the most accessible and fastest medium, and knowing that recommendations from friends constitute the most influential form of advertising, taking good care of customer loyalty is very important. Whether good or bad, experiences are most often communicated person to person, but the following method for sharing brand information is Facebook, which can be used as a powerful public relations tool. In fact, recent marketing trends have shifted towards using “social media influencers”: ordinary people whose opinions on products and brands are highly valued by their peers. Marketing professionals worldwide seek to hire such “influencers” for content promotion, product launches, or crisis management, among other purposes.

Marketing and branding are primarily done by understanding the target audience; who the customers are and what they want. While some categories have more loyal consumers among the female population, others, such as automobiles, clothing, or hotels, show greater brand loyalty among the male population. Generally, American consumers have specific expectations from brands in terms of customer relationship-building measures. For their favorite brands, loyalty rewards and promotions increase the chances of retaining them with a good level of satisfaction. Thus, considering that the current market focuses on the entire digital universe and that Generation Y constitutes the main purchasing force, it is important to carefully consider their expectations regarding brands’ use of technology. The majority of the younger population wants brands to have a user-friendly app or website, but on the other hand, ** percent request the maintenance of some form of human interaction. The solution, as always, is to find a middle ground.