Brand Equity as Customer Best Friend in Digital Age

  • Chachaya Sakuna College of Communication Arts. Rangsit University


        This article introduces the concept of consumer relationship creation in digital age.  As brand value is being transitioned in the context of time, the conventional concept of consumer relationship creation may delay its effectiveness. Humanizing of brand concept has been reviewed in the age of digital society, and as a result, brand has been leveled its business role up to consumer’s companion in every communication touchpoint which leads to the most effectiveness and efficiency of brand value creation under the changing state of consumption. The article reveals the elements of brand as consumer’s companion. It is certain that friendship refers to a strong, consistent and long relationship of friends, however, in upgrading the status to an intimate friend, brand needs to understand consumer in both of their basic needs and delivered value perception. While the meaning of “value” has dynamically being shifted in the digital age, it is important that brand possesses vital skills of its success, learning and self-adapting.


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