Brand Loyalty

Word-of-mouth is the major factor to help people make decisions on buying high-involvement products (Gu, Park, & Konana 2012, p. 182).

Most successful businesses today actively develop loyal customers who buy their brands again and again. After all, getting current customers to buy more is much easier than constantly seeking new customers. Think of three brands that you buy on a regular basis. Why do you stick to these products? How could another company dislodge you?

Simplified brand loyalty describes a status in which consumers determine their selves in; out of it they become committed to a brand. Thereby they continue purchasing products or services of a specific brand. At this point consumers rather spent more money on a product of a specific brand than buying from multiple suppliers within the same category. Mainly brand loyalty is a result of consumer’s behavior, which is enforced through a company’s measurements regarding branding. Branding is a process that a company runs through in order to establish a new brand. The ambition here is to strengthen a unique name and image for a product in

Throughout the dissection there were many opportunities and weaknesses to uncover. Strong consumer loyalty is an important strength that can help increase word-of-mouth of the brand. Many people look for information for new brands online through websites, reviews,

Increasing brand awareness, appeal and loyalty though a more aggressive advertising and public relations campaign

Brand loyalty is the ‘Holy Grail’ to all marketing organizations. Marketing practitioners are consumed by it. They search. They try. They dream. They want to achieve the ultimate in brand loyalty, making it so airtight that no competition can lure their consumers from their brands of products. Unfortunately, there is no one-size-fit-all methodology. Competition is dynamic. There’s no way to accurately anticipate what the creativity of their competitors can bring to the marketplace, which can lead to

Macdonald & Sharp, 2003 states that it is a strong influencer in the buying decision consideration process, as most of the consumers prefer buying brands they are aware and would like to be confident when making the purchase decision. The cost of acquiring customers is a significant expense for most businesses so higher brand awareness will help draw potential customers with little or no costs. Retaining customers is an even harder process than the former so strong brand loyalty among the customers will help sustain the business on a long term basis. Popular brands often use tools like newsletters, promotions, and satisfaction surveys to stay in touch with their existing to pool of customers in order to maintain brand awareness among consumers. Brands should also focus on research related to aided and unaided brand recall as it can help bring down marketing costs significantly while increasing the management’s understanding of the business (Holden, 1993). Aided recall looks at what thoughts/feelings the customer associates with the brand while unaided recall looks at what brands of a specific product category the customer can think of without any prompts. The former helps marketing professionals to focus on building brand awareness to attract new customers whereas the latter focuses on improving the brand image among existing customers. Simply put, the more people are aware of the brand

Word-of-Mouth (WOM) is the process of relaying information from a person to another and heavily influences product purchasing decisions [ (Richins & Root-Shaffer, 1988) ]. Consequently, Word-of-Mouth Marketing (WOMM) is the process by which organisations intentionally influence consumer-to-consumer communications through various marketing techniques (Kozinets et al., 2010). Positive WOM is considered extremely desirable as it can positively influence consumer purchasing decisions. Research also indicates that consumers not only trust the words of their own immediate social network but also those of individuals outside, like online reviewers and columnists. This is now known as eWOM (Electronic

The automotive industry is a highly competitive market where brand loyalty is only as strong as the latest gizmo and horsepower upgrade. The automotive assembly process, perfected by Henry Ford, was based on the simple principle that “customers can order a Model T in any color they wanted as long as it was black.” After the 1920’s the market witnessed new entrants with unheard of automobile features that ended Ford’s golden age. New automakers such as Buick, Chrysler, and Oldsmobile offered customers varying colors and styles that propelled sales. The automotive industry has grown in the United States from 4192 automobiles on the road in 1900 to 204 million in 2003. In an effort to regain brand loyalty Ford has embarked on an ambitious

In today’s fast-paced world, it is more important than ever to promote recognition of a product or service. If you're remembered as a quality provider, then you will be encouraging repeat business. Branding is a great way to promote this recognition because people are busy and tend to adhere to familiarity. If consumers recognize a brand that they have previously used and they remember being satisfied with it, then they are more likely to choose that product or service again. This is especially true in the tremendous amount of advertising going on today.

characteristics of the setting in which the consumer consumes the service as well as everything that the

As a company, customer mentality is important for them to affect the volume of business. Brand loyalty is one of related issues of customer purchasing choices. FOONG YEE and YAHYAH (2008) stated that many companies, especially those in the sportswear industry try to enhance brand loyalty among their customers.

Strengths: As we all know, some of the major strengths of the company are its unique brand identity, largest market share and customer loyalty.

Text Exchange is a small online/smart phone textbook company. Their primary objective is to provide college students with the opportunity to buy and sell textbooks with the least amount of hassle as possible. They would like to gain market share as well as become a major player in the textbook sales/exchange industry. Currently there are two primary outlets to purchase textbooks: college book retailers and online book stores. There are many competitors in the textbook market and brand loyalty is difficult to overcome so we believe by having a product that differentiates itself from the others, we can really shine through. We have a highly motivated work force and an innovative idea. The price of the books sold

High end luxury, extravagance is the core of Elie Saab’s business. The brand has become a symbol of indulgence for the finer luxuries. At the essence, it is one of the few haute couture brands which is an added sense of elegance and importance. The brand focuses on those consumers who look toward the augmented value of the product and not the product itself. The representation of ES as a brand for the affluent and glamorous is the intangible benefit offered through its products. "The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty” (Joseph, 2010). The actual product offered by Saab in haute couture is one created through personalized effort and a guaranteed lifelong experience.