200086 Lecture 31: Marketing communication 31
27 Apr 2019
School
Department
Course
Professor
Document Summary
Brand loyalty is the positive association consumers attach to a particular product, demonstrated by their repeat purchases of it even when given choices of competing alternatives. Most established brand name products exist in a highly competitive market overwhelmed with new and old competing products, many of them barely distinguishable. Loyal customers are the ones who will purchase a brand regardless of convenience or price. They have found a product that meets their needs. They aren"t interested in experimenting with another brand. Companies employ many tactics to create and keep that brand loyalty. Marketing departments follow consumer buying trends closely and work to build relationships with their customers through active customer service. They spend their advertising budgets on messages targeted at the segment of the market that includes their loyal customers and like-minded people who could become loyal customers. A brand loyalty campaign is most successful when it addresses the attributes that are crucial to its segment of the market.
