Brändiyhteyksillä
Brändiyhteyksillä is a Finnish term that translates to "brand connections" or "brand relationships" in English. It refers to the multifaceted links and associations that consumers develop with a particular brand. These connections are built over time through various touchpoints and experiences, shaping consumer perception, loyalty, and purchasing behavior.
The formation of brand connections is not solely based on rational factors like product features or price.
Building effective brand connections requires a consistent and coherent brand strategy. This involves delivering on brand