...Abstract Brand loyalty is one of the most powerful marketing tools available, and it ensures that your products will be desired again. Many consumers develop loyalty to products of all types. Cars, electronics, clothing, and even groceries are often chosen based on prior experiences with particular brands. There are many ways to create and maintain brand loyalty. Three of those ways include rewards programs, customer satisfaction, and advertising. This report covers the definition, creation, and influence of social media on brand loyalty. How Businesses Develop Brand Loyalty All companies strive to create brand loyalty. It is one of the most powerful marketing tools available, and it ensures that your products will be desired again. Many consumers develop loyalty to products of all types. Cars, electronics, clothing, and even groceries are often chosen based on prior experiences with particular brands. How do companies develop this loyalty? In this report I will cover the definition, creation, and influence of social media on brand loyalty. The Hutchinson Unabridged Encyclopedia (2014) defines Brand Loyalty as “the attachment of the consumer to a particular brand, even though that brand may be more expensive than competing brands.” It is a psychological contract between the consumer and the brand, and is the target for all marketers. Consumers tend to develop devotion to specific brands. They buy what they have already bought in the past and opt for the brands that they...
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... Dec. 13 2012 How Businesses Develop Brand Loyalty BRAND LOYALTY 1 Abstract Apple is a company that has very loyal customers. Even though their products can be a little more costly than other companies, the scope of their products make its worth it to a consumer who is brand loyal to Apple. The wonderful customer service, the ability to link up the products and the ease of use are just of few of the things that keep these customers so loyal. BRAND LOYALTY 2 Brand loyalty. When I hear these words the first thing that comes to mind is Apple. Once a person purchases their first Apple product it seems inevitable that their future electronic purchases will also be Apple. Apple makes sure to keep their customers coming back for more. DevineCaroline.com stated “it doesn’t hurt that their ad budget is a half a billion dollars.” Brand loyalty has played a rather large part in Apples tremendous success in the world of technology. The late Steve...
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...Literature review Tesco ‘Clubcard scheme’ Tesco, the UK leading supermarket, introduced the use of Tesco Clubcard in 1995. “…the loyalty Clubcard was to offer “benefits to regular shoppers whilst helping the company discover more about its customer needs” (Turner and Wilson, 2006 cited in Tesco, 2004, p.3) How can Tesco get more about its customer needs? The answer is on the Clubcard itself. It is not only the card for the customers to acuminate their reward points; instead, it is also a card which stores the data of customers purchasing information. Rowley (2005) pointed out that customers got the points from the loyalty or reward schemes. Customers then use the points they got as discounts or as partly or fully paid for their purchasing or service. For the company, the card is for collection of data, such as what kinds of products individual customer buy most and how often they buy them. A research done by Turner and Wilson (2006) showed that the majority Tesco Clubcard holders strongly agreed or agreed that the Clubcard made them to shop at Tesco more frequently and repeatedly. The Clubcard does have positive impact on customer loyalty to Tesco. Tesco Clubcard is not merely a gimmick that uses to draw customers attention towards the business; instead, every time the customers use it, the database records customers buying behaviour like purchasing habit, purchasing frequency, purchasing preference, etc., to Tesco. Tesco reviews these data and improves service to the customers...
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...Using new product development to grow a brand Introduction 1 2 Kellogg’s and the marketing mix With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, Nutri-Grain and Rice Krispies. Managers can decide when to make key changes to a core product by analysing its position within the product life-cycle. Life-cycle analysis accepts that products have a finite life, and analysts chart a product’s performance through several phases, from its launch through various phases of growth until it reaches maturity and eventually decline. A product’s life cycle may last only a few months (e.g. with a fad, or In a rapidly changing and competitive business environment, it is not easy to predict: ◗ ◗ ◗ future trends in consumer tastes and preferences competitors’ actions market conditions. Kellogg’s is a global organisation. Its products are manufactured in 19 countries worldwide and sold in more than 180 countries. In an uncertain world where the organisation’s strategy is to focus on products and brands that are either the market leader or in a strong second position the company believes that this focus upon core and successful products enables it to provide consistent and reliable returns and rewards for its stakeholders. craze) or, as with Special K, for many years. Although it was a successful product, Kellogg’s recognised...
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...Using new product development to grow a brand Kellogg’s and the marketing mix Introduction 2 1 In a rapidly changing and competitive business environment, it is not easy to predict: ◗ ◗ ◗ future trends in consumer tastes and preferences competitors’ actions market conditions. With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, uncertain world where the organisation’s strategy is to focus on be expensive. It involves making investment decisions now, in the products and brands that are either the market leader or in a strong hope of making a return later. Weighing up future returns against an second position the company believes that this focus upon core and investment is a crucial part of a manager’s job. successful products enables it to provide consistent and reliable returns and rewards for its stakeholders. It always involves an element of risk, because the future is never outcomes. However, all business activities involve some element of risk. There is often said to be a link between risk and return. The accepts that products have a finite life, and analysts chart a product’s performance through several phases, from its launch through various phases of growth until it reaches maturity and eventually decline. A product’s life cycle may last only a few months (e...
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...want their car to represent how successful they are. 2. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or Panamera customer. As opposed to the traditional Porsche consumer who is concerned with the way the car sounds, vibrates, and feels, a consumer deciding between the Cayenne and Panamera will take into consideration factors such as size and practicality. Interestingly, both consumers are likely to be focused on factors such as speed and brand image. 3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970’s and 1980’s? • Cultural Factors (social class): having a Porsche is always meant for upper class status, and having a Porsche allows customers to relate with this class. The Porsche 914 was an alternative presented to consumers who could not afford a traditional Porsche, but wanted the image of the brand. • Personal Factors (economic situation): in the 1970’s and 80’s, Porsche took into consideration consumers with lower income, so they produced affordable vehicles based on the social class, the status, and the family needs of these consumers. • Psychological Factors (beliefs and attitudes): the perception of social esteem among members of society led Porsche to develop cars that allowed users to feel as if they belonged to the exclusive market, without having to sacrifice their lifestyle. 4. Explain how both positive and negative attitudes...
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...In designing and evaluating a product or an ad campaign, marketers employ both art and science to develop the message strategy or positioning of an ad, what the ad attempts to convey about the brand, its creative strategy and how the ad expresses the brand claims (Kotler, 2012). The designers at ZIBA based in Portland, Oregon are experts at capturing what consumer’s want. This case study will discuss what occurs before Ziba develops or designs an advertising program. It will also discuss how Ziba contributes to brand recognition for product promotion in the marketplace and it’s effectiveness. Finally, this case analysis will explain how Ziba contributes to brand loyalty of a product and summarize concepts mentioned throughout this essay. Ziba is a design and innovation consultancy, a team of designers, strategists, thinkers and makers with a passion for solving problems while understanding people (Ziba, 2012). In order to understand what people want a team of designers at Ziba put a tremendous amount of work into consumer research before any product development begins. This extensive research is formulated into consumer incite by discovering new information and turning it into something unique that will attract consumers. An advantage that Ziba has over several design consultant agencies is their diverse staff of thinkers and strategist. This diversity not only contributes to product design, it also gives a 360-degree view of the target consumer. In developing an advertising...
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...Managing Hotel Brand Equity Summary: This research article examines what constitutes brand equity in the hotel industry and demonstrates a method for how that brand equity can be measured. It first states that the chief reason for building brand equity as the cornerstone for business success is that it helps offset competition by differentiating the product, allowing brand owners to charge a premium, and fostering customer loyalty. The brand embodies all that the business stands for. A brand’s strength develops over a long period of time, and a strong brand is expensive to create. Managing brand equity is made increasingly difficult by the rapid proliferation of new brands, dramatic increases in media costs, the more extensive and aggressive use of promotions by established firms, and the cost and difficulty of obtaining distribution. Brands are a quick way for hotels and hotel chains to identify and differentiate themselves in the minds of the customers. The favorable or unfavorable attitudes and perceptions that are formed and influence a customer to book at a hotel brand represent the brand equity. A guest’s good experience with a hotel brand builds brand equity, while a bad experience erodes that brand equity. A person does not need first-hand experience with the brand to form an impression of a brand, though, for brand equity is formed among non-users by exposure to media messages or by word-of-mouth. Brand equity is a measure derived from a range of customer-satisfaction...
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...'ve compiled a list below I wanted to share with you. The list includes 11 areas for leaders to focus their employer branding efforts on in 2011 based on some of the workforce changes we have encountered by the introduction of new technologies, global economic instability and the requirements of a modern workforce - one that is agile, adaptable and responsive to a constantly changing and highly competitive landscape. It's great to see many more companies appointing employer brand leaders in 2010 to drive their organisation's employer brand strategy. I expect this trend to continue in 2011. It is only with this focus will we see the continued evolution of the employer brand concept and employment offerings which on the whole, works towards achieving a much better match of the needs of employees with those of business. Here is my top 11 1) Establish a real-time career development for employees Today real-time career development can be facilitated with some imagination, technology devices, innovation and focus. Each morning when I wake up, I grab an expresso, my Ipad and find a quiet spot whether it be on the couch (winter) or on an outside table (summer!) and spend an hour on my own personal and career development. This usually involves: * Checking facebook, twitter and linkedin status updates, making comments and responding to overnight messages * Using the apps previously downloaded from publications such as New York Times, Wall Street Journal, International...
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...1. Analyze the buyer decision process of a traditional Porsche customer. What conclusions can you draw? The most important is the image of exclusivity the car provides. The care represents how successful they are and is like a self-image.; it stands for the things owners like to see in themselves and their lives. Need Recognition Financially successful people Information Search Strong and satisfying feelings Evaluation Alternative Accomplish daily task Purchase Decision Purchase intension & purchase decision Portpurchase Behavior Consumer expectation and satisfaction 2. How does the traditional Porsche customer decision process contrast with the decision process for a Cayenne or Panamera customer? A traditional Porsche customer is more about the way the car sounds, vibrates and feels. A Cayenne or Panamera looks for both, a family car and speed. Evaluation of Alternative The Porsche customers need to indentify whether they will choose for a common model produced or sport utility vehicle. For instance, most Porsche customers prefer on luxury car such as Porsche 911 which has a speed satisfaction. Postpurchasae behavior Some Porsche customers expect that Porsche Cayenne is sport utility vehicles but they dissatisfied with the performance. For instance, one journalist said that the Cayenne does not feel like and SUV but rather like a Porsche. 3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in...
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...resit opportunity. To participate in the resit, you have to prepare the framework of a report about a research on corporate social responsiblity (CSR) , for a brand of your own choice. You as a researcher are being asked to research the company image (of the brand you choose yourself) in terms of CSR. The Resit assignment consists of 5 parts: 1. Choose a brand 2. Develop the research methodology a. Formulate the research problem b. Define the central research objective c. List the key concepts d. Design at least 4 research questions 3. Develop the table of contents of this report. The table of contents has to look like a professional table of contents. 4. Give a short summary of what you are going to describe in each chapter of your report. Don’t use more than 5 lines per chapter. 5. Give the bibliography in APA-style, with at least 3 relevant sources (wikipedia is not allowed). To be clear, you have to execute the 5 parts of the assignment, you do not have to write the whole research report. Start each part on a new page. You have to upload the assignment on DLWO before the deadline. The deadline for the resit is the 10th of January before 17.00 pm. If you participate in the resit, then the result for the resit will replace the results of the individual assignments. Resit assignment 1. Choosing a Brand for a research about Corporate Social Responsibility About (CSR) (CSR) is defined as the voluntary activities undertaken by a company to operate in an...
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...1. Evaluate HTC’s performance to date. What are its competitive advantages and vulnerabilities? Bes sure to elaborate on HTC and its competitors’ positioning on performance and cost. Advantages One of the competitive advantages HTC possesses is having good strategic alliances like Microsoft and Google. HTC teamed up with Microsoft as one of the hardware maker of mobile phones. By partnered with one of the giant in the industry, HTC grew rapidly without facing as many barriers or obstacles as other start-up companies. To increase its visibility around the world and bring the brand name in the United States and Europe, HTC partnered with Google to produce the first windows based smartphone. These experiences helped HTC in software creation, and develop higher level of competitiveness against other firms in the industry. Moreover, in order to provide mobile devices with high quality in components, HTC has built robust relationship with its suppliers such as Compaq, Qualcomm, and Texas Instruments. Another competitive advantage HTC possesses is the emphasis on research and development (R&D), hardware design, and manufacturing which they gained from ODM experiences. HTC encourages its employees for innovations, new technology strategies, and smart phone design ideas. The relationship with Handspring of making the Treo smartphone gave HTC the opportunity to learn more about software and user-interface design. Besides, Compared to its competitors’ 6 quarter cycle for phones...
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...Assessment 2 1. Apparel Brands is founded in 1901, with the textile product that have a good quality and a lot of brand is using the brands product to retail, make the company become strong market share, but recently after strong Australian dollar and increased overseas competition, makes the market share of Apparel brands is reduced, and needed some fresh strategies to return the profit that is reduced by it. To make profit, Apparel brands is willing to develop own brands and product range and sell it direct to consumers, rather than just put sell it from reseller. Leverage ecommerce opportunities to recude distribution costs and increase profit margins. 2. Appendix 2 | Action 1 | Action 2 | Action 3 | Description | Create new product and give a name Apparel brands on it. The brands is good and its already a big brands, we just need to put more advertisement about product detail, design and promotion to customer, so they will realize that the brand is getting closer to customer with no more retailer, it will cost less and going direct to customer. | We know that many product is having a good quality but can’t be sold in the market because people doesn’t know about it, so advertising will be the second action that we will boost so people will start to forget about the brand that is basically as a retailer brand, now is become an individual brand that sell the product by itself. | Give promotion to customer that want to buy, we realize that Australia have 4 season...
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...3.0 BRAND POSITIONING AND VALUES 3.1 Bagman Brand Elements Brand elements are devices, which can be trademarked, that identify and differentiate the brand. Most strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity as possible. (Kotler & Keller, 2012) The real challenge is to understand whether or not the consumers think and feel if they only know about these brand elements. For example, a brand name might reflect the whole company and its business, from the eyes of the consumers. Brand elements play an important role in brand-building, where it might influence the minds of consumers who doesn’t need or use product information in making purchase decisions. A brand should be easy to recall but at the same time descriptive and persuasive in order for consumers to repeat purchases and be confident that they are familiar with the brand. In Bagman’s case, we have identified a few brand elements that are used, which are the Brand Name, Logo, Tagline and Designs. 3.1.1 Brand Name A Brand name is the part of the brand that can be spoken, including letters and words. Usually, what is understood is that brand names simplifies shopping, guarantees a certain level of quality and allow the brand’s self-expression. The importance of a brand name are usually that it deliver the message of the brand clearly, confirming the brand’s credibility and connects to the brand’s targeted prospects emotionally, motivates the consumers...
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...Victoria’s Secret Pink: Keeping the Brand Hot Synopsis This case illustrates the general strategy employed by Victoria’s Secret to acquire a new segment of customers through the introduction of its brand Pink. Pink is a line of “loungewear” (sweatpants, T-shirts, pajamas, bras and panties, pillows and bedding) targeted toward 18-30 year old females. The garments feature comfortable cuts and mostly cotton fabrics in bright colors. New garments are introduced every three or four weeks. The image is one of “cute and playful” versus the more overtly sexy image of the core brand. The case highlights the different promotional approaches that Pink managers are taking in contrast to those of the core brand. This is a lifestyle brand. The Victoria’s Secret chain has been a big driver of financial success for Limited Brands (parent company), and Pink is expected to be a big part of Victoria’s Secret’s sustained growth. Not only does it give the chain a new set of customers, but it brings in customers at a younger age who will then “graduate” up to the Victoria’s Secret core brands. The ethics of the Pink strategy are considered in detail. Discussion Questions 1. Analyze the buyer decision process of a typical Pink customer. Need recognition: This can come from internal stimuli (basic needs such as hunger, thirst, protection) or external stimuli. Considering that people do not purchase fashion brands based on such needs as, “I am cold/naked and need protective...
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