Brand Loyalty

1335 WordsMar 24, 20136 Pages
Brand Loyalty One of the most desirable traits that marketers would like to see in the consumers they are positioning their product towards is loyalty to their brand. Brand loyalty can be defined as “the extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands.” (Business Dictionary, 2012) An expression of brand loyalty from consumers can help companies to experience significant growth not only through repeat purchases, but also word-of-mouth: brand-loyal consumers who talk among their peers about their purchasing behaviour may talk positively about the brand they like, which allows these consumers to try these…show more content…
These posts are not just about Johnnie Walker whiskey products, but also sporting events (Johnnie Walker is a sponsor of the McLaren-Mercedes team in the Formula 1) and interesting facts relating to distinguished people or events. Helpful posts, such as exclusive recipes for preparing seasonal cocktails with Johnnie Walker products, are shared on this page. Johnnie Walker makes its fans the stars through competitions to win a place at the Circuit Lounge, which is the party held during the Singapore Formula 1 Grand Prix, where Johnnie Walker selects people from its list of people who have “liked” the page, to receive guest passes for the exclusive party. The names of the winners are then posted on the page. At other times, content shared by fans will be shared and re-posted by the page administrators. Besides the exclusive party invitations, Johnnie Walker posts sneak previews of new limited edition product releases or information on upcoming events related to the brand. Finally, whenever fans have questions about products or events and are awaiting responses, the page administrators promptly reply to inform them of the situation (e.g. why a letter has yet to be received). This method of interacting with consumers can be deemed successful for building brand loyalty as so many fans have posted comments about how much they love the brand and enjoy it for the
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