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Total Brand Management - An Introduction | Management Books Moreover, brand loyalty is the consumer's conscious or unconscious decision, expressed through intention or behavior to repurchase a brand continually. Brand activation is not a theory; it is a natural step in the evolution of brands. Brand value is closely associated with brand strength that is derived from brand identity, brand personality and brand image. www.icfaipress.org /books/TotalBrandManagement_ov.asp   (2119 words)

Untitled Document It is the customer-oriented definition of a brand that is at the heart of the concept of brand equity. Loyalty rate is defined as the percent of category purchases of the brand by people who buy the brand. Experience shows that brand loyalty can be strengthened in one of several ways: increasing continuity of purchase via such techniques as “frequent flier” or “frequent buyer” programs, “members clubs”, “continuity promotions” that reward cumulative purchases; affinity programs, that create identification between the users of a brand and some recognizable organization, cause, lifestyle or movement. www.brandoctors.com /f3.html   (2176 words)

The CEO Refresher - Brand Loyalty   (Site not responding. Last check: 2007-10-22) But ultimately the brand loyalty they aim for, that is a consumer so loyally devoted to the brand that they buy it again and again, can never be achieved because they place the emphasis of brand loyalty in the wrong place. They assume that brand loyalty is something that the consumer does for them, while in reality brand loyalty is something the company and the brand do for their customer. Brand loyalty, therefore, is all about how well, effectively and completely the company’s brand satisfies the consumers’ needs, desires, and dreams. www.refresher.com /!pdloyalty.html   (925 words)

brandchannel.com | Brand Loyalty: The psychology of preference | Bill Nissim | brand | brands | branding In their published research, they assert that a repeat purchase behavior "is the actual re-buying of a brand” whereas loyalty includes "antecedents” or a reason/fact occurring before the behavior. A brand molecule, according to Hill and Lederer, is the process of identifying all associations connected to your brand. By unfolding a brand molecule, the organization is able to view all possible connections, either positive or negative, in its current state. www.brandchannel.com /papers_review.asp?sp_id=680   (1579 words)

G650 Building Your Brand, MU Extension Branding is one of the most important factors influencing an item's success or failure in today's marketplace. Brand loyalty is the recurring stream of profit generated by repeat and referral sales of a specific brand. Brand loyalty is a consumer's preference to buy a single brand name in a product class. muextension.missouri.edu /explore/agguides/agecon/g00650.htm   (2047 words)

Brand loyalty - Wikipedia, the free encyclopedia Brand loyalty has been proclaimed by some to be the ultimate goal of marketing (Reichheld and Sasser 1990). In marketing, brand loyalty consists of a consumer's commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy (Dick and Basu 1994). True brand loyalty implies that the consumer is willing, at least on occasion, to put aside their own desires in the interest of the brand (Oliver). en.wikipedia.org /wiki/Brand_loyalty   (436 words)

iMedia Connection: Usability Studies 101: Brand Loyalty Loyalty can be broken down into two parts: immediate loyalty (what some call "stickiness" and in psychodynamics is called "persistence") and in long-term loyalty. Brand loyalty becomes interface loyalty when you give visitors a reason to be persistent, and that reason is the visitor's desire to trust and want to know you. Interface loyalty has a demonstrable effect on transactions, as stated by Reichheld's Loyalty Effect -- which demonstrates that companies turn over their client base every five years, and the way to combat this is through loyalty management -- a 5 percent increase in retention rate leads to 75 percent increase in customer profitability rate. www.imediaconnection.com /content/5440.asp   (1295 words)

The myth and reality of brand loyalty - Guest Column - Brief Article DSN Retailing Today - Find Articles Moreover, brand loyalty varies more by category than by age, depending on such factors as the number of brands in a category, the range of price points and the real/perceived differences among brands. In contrast, consumers experiment in their 20s, but settle into brand choices for a number of staple "pantry" items, for which levels of brand loyalty remain stable after age 30. Brands in these categories do a good job of asserting their superiority and/or uniqueness among all but the least experienced and youngest adults. www.findarticles.com /p/articles/mi_m0FNP/is_18_41/ai_92148044   (714 words)

Keeping Your Best Customers Through Brand Loyalty   (Site not responding. Last check: 2007-10-22) Customers whose brand repurchase is driven by intrinsic product attributes are generally high-value customers because they exhibit a high predisposition to stay with the brand and have low price elasticity (e.g., their sales volume is relatively unaffected by an increase in price). To obtain a clear picture of the drivers behind brand loyalty, you need to build a consumer-centric analytic framework that attempts to understand the consumer values and thought processes preceding a purchase decision by drawing from divergent sources of data. The distinction is important because different customer/ loyalty types respond better to promotions targeted to their respective purchase motivations: e.g., coupons and discounts are far more effective in stimulating sales to the "communication" customers than the brand loyals. www.dmreview.com /article_sub.cfm?articleId=2731   (1772 words)

A longing for lables returns - Top Brands 2002 - brand loyalty survey results DSN Retailing Today - Find Articles While about half of shoppers were willing to switch brands if their first choice wasn't available, DSN Retailing Today's annual Top Brands survey revealed a reversal from recent years of the growing willingness by consumers to try new labels. The MSE label, which was identified as a Domestics brand by 13% of respondents last year, rose to 24% in the latest tally, thereby significantly closing the gap with No. 1 Cannon, which 'this year stands at 36%. Brand loyalty was strong in this year's survey, with consumers more resistant to switching brands. www.findarticles.com /p/articles/mi_m0FNP/is_20_41/ai_93917355   (952 words)

brandchannel.com | Brand Loyalty | Growing Consumer Market Groups | brand | brands | branding | forum | debate | blog Brand loyalty is not dead, it's just more like loyalty to a girl/boyfriend than loyalty to a husband/wife. It's common knowledge that private label goods (ie, those with no brand attached) sell better among more affluent consumers b/c these people have disposable income (and higher education usually) to 'waste' in case the product turned out to be not as high quality. So brands do best in developing and poorer regions where people are not willing to take a chance on an inferior product b/c they have a limited amount of money and they want to be absolutely sure that they get the best quality. www.brandchannel.com /forum.asp?bd_id=52   (517 words)

brand loyalty in pharmaceuticals | MarketingProfs Brand loyalty in pharma is the same as brand loyalty in any other industry. Brand loyalty is still brand loyalty, whether your target audience is medical doctors or consumers, or distributors (i.e., pharmacists). Many brand name pharmacueticals are advertising on commercial television to generate brand loyalty, so much so that it became a topic in the last US Presidential debate this weekm that was cited in the news media afterwards. www.marketingprofs.com /ea/qst_question.asp?qstID=3469   (1191 words)

Brand Loyalty Brand loyalty is the ultimate goal a company sets for a branded product. Brand loyalty is a consumer’s preference to buy a particular brand in a product category. Generally, they are willing to pay more for their preferred brand because they perceive some unique value in the brand that other alternatives do not provide. www.agmrc.org /agmrc/business/operatingbusiness/brandloyalty.htm   (628 words)

First Weblog: Brand Loyalty? A drop in quality by a brand is abuse of trust and disregard for their consumers--and brands have been able to sustain growth throughout their quality drops due to peer pressure. Probably, one thing that brands hope to achieve through their costly branding efforts is when you face that moment of doubt (or choice) — whether it is losing your banker, having to choose between big-chain restaurants or between Pepsi and Coke — you make a choice based on the perceived values of a brand. Brand loyalty is what the consumer decides is what he/her is going use based on familarity of the product,how well it works,how good it is,the consumers trust with it,its service,its people,etc. www.underconsideration.com /speakup/archives_x/002361.html   (4171 words)

Brand Loyalty I know brand loyalty has pretty much fallen to the wayside in NASCAR in the last few years what with the introduction of common templates and the race cars complete departure from anything resembling their stock counterparts. I guess that's their own version of "brand loyalty," but it just doesn't work for me. So during 1994, I'd adopted a couple of new drivers to my growing list of favorites, but Bobby Labonte was now my Pontiac driver. But I guess with the advent of the common templates in NASCAR and the inevitable entry of foreign cars in the future, brand loyalty, just like the "stock" part of 'stock car racing' is a thing of the distant past. www.speedcouch.com /justmyopinion/2003/BrandLoyalty.html   (4130 words)

Brand Image Company - Corporate Branding Web Site Brand Design   (Site not responding. Last check: 2007-10-22) Brand Identity Guru Inc. is a hardworking brand image company that works tirelessly to create brands for our clients that work hard to promote loyalty, grow profits, increase marketshare and satisfy customers. As your brand image company, a major aspect of our brand research will focus on uncovering every point of contact your company has with its customers and crafting your image within each point of contact in a way that creates a favorable impression in each and every instance. Brand Identity Guru Inc. is a brand image company that identifies your most powerful brand image and then works to make it your only brand image. www.brandidentityguru.com /brand_image_company.htm   (802 words)

Brand Loyalty in Consumer Electronics (TV) | MarketingProfs I was thinking of measuring the loyalty in them to find out if brand loyalty exist and which is the brand that people are most loyal to. Brand loyalty in the TV market is proportional to the share of TV's in the marketplace. Although I don't believe that people are always going to go out and purchase the same brands of TV's for their household - I have always only had one in the house at a time and usually people have 2-3 at most, generally purchased over many years. www.marketingprofs.com /ea/qst_question.asp?qstID=12423   (1409 words)

Declining Hotel Brand Loyalty   (Site not responding. Last check: 2007-10-22) When it comes to brand loyalty, guests are becoming increasingly fickle and quick to switch their patronage for better rates, frequent flier miles, a free night....even free phone cards. Since brand loyalty is an important dimension of brand equity, brand marketers should heed the warning and take appropriate strategic action to make their brands more relevant to their customer base. Even among leisure travelers who find a hotel brand that satisfies them, 45 percent say they would consider switching brands, suggesting that the loyalty issues is also relevant when analyzing the travel patterns of vacationers. www.atme.org /pubs/archives/77_257_1136.CFM   (610 words)

Lithium Technologies > Solutions > Brand Loyalty   (Site not responding. Last check: 2007-10-22) Brand loyalty communities encourage customers to share their perceptions about the benefits of your products. Building customer loyalty online: Online communities provide your customers with a place to discover and share information about the benefits of your products, making your brand a part of their daily lives. Mining business intelligence: Brand loyalty communities provide you with vital, timely, business intelligence about what your customers are thinking and what products they want. www.lithium.com /solutions/brandloyalty.asp   (188 words)

Brand Autopsy: Brand Loyalty Matrimony All this chatter on lovemarks, loyalty, and brands reminds me of a post Williams+Moore did as guest hosts on the FC Now blog back in December. If any competing brand or any customer evangelist can show just cause why these two should not be joined, then let them speak now or forever lose the business opportunity. I, {Brand name}, take {Customer name}, as a loyal customer to help them actualize their aspirations and to deliver the greatest value to from this day forward until bankruptcy do us part. brandautopsy.typepad.com /brandautopsy/2004/06/brand_loyalty_m.html   (606 words)

[No title] Brand architecture is an organizing structure of the brand portfolio that specifies the brand roles and the relationships among brand names (Ford and Taurus, Nike and Air Jordan, for example) and different product-market brand contexts. Identifying the Critical Service Attributes That Build Brand Loyalty In any service-oriented organization (and almost all organizations are service-oriented these days, even if they sell only “products”), there are certain service elements or processes which can be defined as fulfilling minimum requirements, and others which function to add value to the customer service experience. Thus, while the minimum expectations are critical in building the foundation of brand loyalty, it is the value-adding service attributes that actually create the brand loyalty. www.brand.com /newsletters/newsletter0531011.doc   (2020 words)

Brand Identity Strategy Consultants | Keen Branding Brand Loyalty The best-run brands recognize that a brand's identity is not comprised only of the brand's name, graphic identity, tagline and positioning, but it also is impacted significantly by the actions surrounding it. While CRM (customer relationship management) is the buzzword right now, Keen Branding takes this a step further to help you implement a program that will help you to continually build equity in your brand and that supports a position of brand leadership in the brand's market. The core of Keen Branding's Brand Loyalty development process is defining a total and consistent brand experience for existing customers in a way that also is appealing to new, profitable customers. www.keenbranding.com /brand_loyalty_programs.htm   (161 words)

Study: Google Tops in Brand Loyalty On Brand Keys' Index, designed to rank relative customer loyalty and based on a mean of 100, Google scored a 119. New York-based Brand Keys' President, Robert Passikoff, said many of the shifts in the five-year-old study's rankings come as a result of the effort that companies expend in attracting and pleasing users and customers -- efforts that often tend to wane as companies look to cut costs in tight economic environments. In addition to simply charting shifts in user satisfaction and loyalty, the Brand Keys Index also has the alarming tendency to be highly predictive -- at the 95 percent confidence level -- of which way companies' sales and income go over the next 18 to 24 months. www.clickz.com /showPage.html?page=1434041   (561 words)

BransSolutions - Brand Loyalty Research Services However, it is generally recognized, and confirmed by our brand loyalty research experience, that functional product features alone will not build sustainable customer loyalty to a brand. The final value of a customer is based both on loyalty (the proportion of their category expenditures allocated to your company and their resistance to switching to competitive products), and on the absolute dollar value of their transactions with your products. Customers may be loyal, yet generate low revenues for you due to low category purchasing; or conversely, may be loyal to your products and generate high revenues for the company as a result of higher category spending. www.brand.com /loyal.htm   (467 words)

iMedia Connection: Have Brand Loyalty, Will Travel Brand equity plays a vital role in driving traffic to travel sites like Travelocity and Expedia, the two most recognizable brands in the category, says ACNielsen. As difficult as quantifying brand effectiveness is, ACNielsen has managed to establish a way of measuring brand equity with its proprietary Winning B(r)ands model, which analyzes survey, retail, media and other research data. The reason why general sites like Travelocity and Expedia are so popular may be because the air travel category is so driven by consumer awareness—thus, ad recall from continuous exposure to these brands is high, and their names are the first to emerge to people who seek airfare. www.imediaconnection.com /content/2749.asp   (730 words)

Brand loyalty is all about political incorrectness: don't try to create it at some lame, corporate "off-site"! Brand loyalty is all about political incorrectness: don't try to create it at some lame, corporate "off-site"! The kind of brand loyalty sought by almost every marketer bears a stunning resemblance to the passion and devotion typical of cultists. Smart brand managers understand that most people want to commit to something, but the weaker the belief system – think the hollow “values” that most companies ascribe to – the less committed the buy-in will be. www.brandingpost.com /2006/05/brand_loyalty_is_all_about_pol.html   (845 words)

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