Summary Why create child bonding for an adult brand ? The automobile and Citroën : Case Study Brand bonding has its roots in a baby’s basic need to stay close to those who bring him up. ! It should not be confused with mental attitude, satisfaction, involvement, sensitivity, loyalty or even commitment.!This degree of attachment can be measured in several ways. Creating a bond with children is relevant for a brand since children in"uence household purchases, and also because they represent its future market. ! Furthermore, a brand that addresses and attracts children creates exchanges, frees parents’ reluctance to buy, rejuvenates image, differentiates products and speaks to the child in all of us. In the automotive industry, surveys con!rm that children are instrumental in choosing a car for the whole family. Convinced of this fact, company founder André Citroën wanted the !rst three words of any child to be : “Daddy, Mummy, Citroën”.! This is why he launched “Citroën Toys” in 1921-1922.! Today, Citroën’s recent new brand dynamic presentation is an opportunity to reinvent its child-orientated marketing strategy, as well as to strengthen its! position in the MPV 1 market.
Key words Marketing, Loyalty, Attachment, Bonding, Satisfaction, Commitment, Allegiance, Kid, Child, Family, Advocacy, In"uence, Nagging, Pester Power, Brand, Car, CITROËN, Toy.
1 MPV is Multi Purpose Vehicle (Minivan in US) : family orientated cars
« Executive summary »
Pourquoi créer chez l’enfant de l’attachement à une marque pour adultes ? Le cas de l’automobile et de CITROËN.