Abstract
Relationships with brands are like relationships between people. Even when they were very close, they can fail for diverse reasons. The disadoption of favorite brands doesn't happen overnight. It tends to be an extended, often painful process and not a clear-cut, one-off event. Breakups are not isolated to the person and the brand. Friends and family often get involved and offer their opinions and advice. Other brand relationships are also affected by the disconnection, and this can speed up or delay the process of breaking up. The brand relationship changes its form and can go from being a best friend to a platonic love, a distant friend, a stalker or even an enemy. A breakup is never the end of the relationship. Rather, it redefines the relationship and is part of a never-ending cycle of change. If the former relationship is perceived positively, it is easier to eventually activate and intensify it. If negative aspects prevail, negative word of mouth is a danger and companies must be able to counter it. Some relationships reach a point of no return. But there are also customers who might regret having abandoned a brand. With some sensitivity, it might be possible to win them back.