Building Brand loyalty amongst your customers.

By: piru

A product is a blend of multiple features which is positioned and distinguished by way of some special offering to establish it as a brand. And, if a customer is loyal towards a particular brand, it means a product has fulfilled all the requirements of a customer and satisfying a customer translates the brand into a pivotal product to lend the organization the leading edge over its competitors. The brand loyalists have the power to make or break the image of a brand by word of mouth publicity.

Any brand in the market thrives or survives based on its effective usage by the customer. Since the advertising for a brand has taken off new dimensions with online advertising tools as one of the potent mediums, the end user has evolved with time immemorial and hence it has become rather difficult to prevent the customer from brand switching.

The brands that have been continuously nurtured and innovated over a period of time has been the insistent choice of a consumer. And, so apart from this what other constituents hold the customer’s loyalty towards a brand is an important question? How to retain the existing customer is the key concern of every organization? What mechanism should be used for each customer?

In Toto, there are 4 types of brand users who reflect the following tendencies which has been highlighted by the marketing legend, Philip Kotler.

* The Hard Core loyalists: Who is keen to buy one single brand every time.
* Soft Core loyalists: A consumer is loyal to 2-4 brands at a time.
* Shifting loyalists: Although a consumer is loyal towards a brand, but may keep shifting from one brand to another and keep coming back to the first brand towards which he was loyal.
* Switchers: Who always are on the lookout for a new brand. Perhaps here the consumer tries to experiment with new brands each time and also he may switch over because of pricing or some other reasons.

Here are the main Key constituents on the Brand Loyalty:

* Customer’s set of logical and emotional conditioning: Even though a brand may not be doing well in the market and might be having few customers, a brand occupies a place in the customer’s mind by continuous advertising using all the available mediums existing today. Today, a lot of viral marketing techniques have been utilized in order to create brand awareness and maintain brand loyalty.

* Good Relationship with the customer: Once the brand has been used by the customer, the organization focuses on establishing and maintaining a cordial relationship with the customer by the use of emails, direct mails or telephone. And the essence of this relationship is brand loyalty.

* Leveraging a brand by offering brand extensions : Either the brand extensions or the line extensions are introduced in order to keep up with the customer loyalty. For example, a detergent like Rin was expanded by extensions to its brand name, like Rin Advanced and Rin washing powder.

* Rebranding by offering a different marketing mix: The brand may often be delivered into a new packaging form. For example, under the category of fast food, Maggi was offered in a new packaging form. Earlier it was available in a single packing form, later was reintroduced in the market in a double packing form. Often the price may be reduced by offering the brand through a scheme which would entail the brand being packaged in a set of 3-4 and deducting the overall price. For e.g. most of the soaps are today being offered in a pack of 2-3 or 4.

* Brands supporting a good cause: There are consumers who would like to remain attached to a brand which supports social cause or any other good cause for the betterment of the general public. For example, the Kingfisher Airlines floated by Vijay Mallya swayed the Indians by sponsoring the cricket T20 match.

Now, the important thing to note is in what situations, a customer is not brand loyal.

Here are some of the vicarious situations under which a customer is unlikely to purchase one single brand all the time:

* Non-availability of a product: At times, a customer may switch over to a different brand because of locational constraints like the non-availability of a product in certain locations due to which a customer may buy another brand.

* Non-conformity with the latest fad/trend: Apple has launched 3G iphones to budge or transform the customer from the earlier mobile phone applications to the latest introduction which is sure to appeal the customer. So, the companies which innovate ad infinitum are sure to remain there is the market for a long time as well as retain their existing customers. At the same time also build up new customers.

The congregation of options available to a consumer: The customer may be price conscious and whenever he is offered the least priced brand, he is lured towards it. A customer may get a host of benefits from the new brand launched in the market as much as the brand which he was using so may try to experiment with the new one.

No doubt that, a brand always faces a tiff competition from the other brands in the market and suffers from the perils of downslide, so a marketer should keep an eye on his competitors’ brands. And, a marketer should capitalize on his brand by offering a unique set of propositions to maintain his brand loyalists.

Article Source: http://www.bigfreearticles.com

The brands that have been continuously nurtured and innovated over a period of time has been the insistent choice of a consumer. And, so apart from this what other constituents hold the customer's loyalty towards a brand is an important question? How to retain the existing customer is the key concern of every organization?The brands that have been continuously nurtured and innovated over a period of time has been the insistent choice of a consumer.

About the Author:
http://www.itvoir.com/portal http://www.itvoir.com/portal/boxx/knowledgebase.asp?iid=1027&Cat=23

Tags: computers, brand loyalists, marketing mix, brand extension, rebranding.

Please Rate this Article

Comments

Share This Article - Quick and Easy Using This Button:

Click the XML Icon Above to Receive Computers Articles Via RSS!

Read More Articles From - Home | Computers

How To Choose Best Antivirus Solutions By: MIKE SELVON - These days there are a number of choices that people have when they need to purchase internet security software packages to protect their computers from online threats. People can choose to visit some websites and get trial versions of security downloads before purchasing a full program, or they can simply go into a retail store and buy the software installation disk. Regardless of which method of acquiring the software is preferred, the question still remains for most people, "What is the best antivirus software available and which should they choose?
Tags: computers, internet security software, security downloads, best antivirus, internet security protection
Inventory your Network with PC Inventory Advisor! By: Gen Wright - PC Inventory Advisor 3.2 - more than expected. After almost half a year without major upgrades, the whole ClearApps team welcome our valued clients and visitors with a new version of PC Inventory Advisor, our premium network inventory solution for small, medium and large networks. One of the key features that we invested most of our time in when preparing this release was stability and control. Most of the features which we added were requested directly or inspired by you. And we truly hope you'll love the new update, and send in even more usage scenarios so we can adapt PC Inventory Advisor to your IT environments and client networks.
Tags: computers, inventory your network with pc inventory advisor!
How to Find the Best Internet Marketing Company in Pittsburgh By: Abby Reid - Computers and the Internet have changed dramatically during the past decade. Currently, there are over 30 billion Web sites online. Long gone are the days of floppy disks, 2-bit graphic computer games and dial-up Internet connections. These seemingly ancient computer and online features have been replaced by interactive first person shooter games that can be played with residents on another continent, lightning-fast Internet connections and millions of niche blogs. Creating a Web site does not mean that millions of readers will suddenly flock to what you’ve written, no matter how interesting your content is. Google, one of the Internet’s most popular search engines, is commonly used to look for information, products and blogs.
Tags: computers, pittsburgh, seo, search engine optimization, pennsylvania, pa, internet marketing
Rivalry between Digital and Analog Mobile Phones By: David H Urmann - Analog phones are inexpensive and have a large group of networks. Digital phones carry GSM technology allowing easier international and national roaming. Weigh the pros and cons of each type. Analog and Digital are the two main types of mobile phones. Analogs are fast becoming obsolete with the introduction of digital phones in the market. Digital phones are generally trendier and more portable too. Learn more about these two types of phone and get the unit the best suits your economic budget and needs. The Advantages of Analog Cellular Phones Analog phones work by capturing audio signals and decoding it into electronic vibrations. They operate by sending and receiving signals in continuous sound waves.
Tags: analog cellular phones, gsm, amps (advanced mobile phone service), encryption algorithm, sim (subscriber information module)
Researching Shopping Deals on Nintendo Wii Controllers, including the Wii Fit System By: Gen Wright - As the holiday season draws closer, everybody is looking for great shopping deals. The economic outlook continues to look bleak, so perhaps it's a good idea to look towards buying more with less. One way to do so, is to do some comparison shopping. For instance, let's say you are considering buying gaming consoles such as the Nintendo Wii bundle as gifts for the holiday season. There are two channels you can buy this product from. You can either walk into a brick and mortar gaming retail store and walk out with a gaming console, or you can go online and order one from a reliable online merchant. However, both channels present its own problems.
Tags: computers, researching shopping deals on nintendo wii controllers, including the wii fit system
Quick Solutions: Computer Services and Repair in Philadelphia and Delaware By: Rokai Kolam - Nowadays, businesses—irrespective of size, scale and type, have one thing in common. They put a great importance to an effective IT and networking solutions in running their businesses. It cannot anymore be denied that every company needs strong networking solutions and quick or instant support to their IT or computer-related needs. What to do when server is down? When there are connectivity problems? How to trouble shoot and find out which of the peripherals, hardware, or software, are causing the problems or are not functioning properly, say, routers, firewalls, servers, mail servers, etc. These are the day-to-day concerns that, if not addressed at optimum speed, would distract the operations of a business. These problems must be given importance and priority.
Tags: computers, computer, services
Here’s a Quick Way to Choose the Right Printer for You By: John Pickering - In 1985, an entry-level black-and-white (b&w) laser printer cost upwards of US$2000. Inkjet technology was just coming to the desktop at that time, with Canon and Epson leading the way with affordable color printers, starting at a mere US$300 or so. At today’s prices – starting as low as US$19 – color inkjets qualify as impulse buys. In fact, if they break down after the warranty expires, it doesn’t make sense to fix them, as the repairs would cost more than a new printer. And today’s laser printers can be had for under US$100, or less if you catch a sale or send in a rebate coupon.
Tags: computers, printer cartridges, canon ink cartridges
Como puedo guardar informacion en un lugar seguro? By: eduardo55 - Muchas veces nos encontramos con que la información que en algún momento teníamos en el PC ya no se encuentra, ya sea por virus, programas defectuosos que pusieron en peligro nuestro sistema, borrado de archivos de forma errónea, hay muchas maneras de perder la información, para ello y siendo prevenidos, debemos realizar lo que llamamos backup. ¿Que es un backup? Es la copia de datos, hacer una copia de seguridad de nuestros archivos con el fin de recuperar la información perdida.
Tags: computers, backup, resguardo, pc
A Short Guide To Using A Data Cabinet By: Anna Stenning - Most companies or small businesses will have seen a separate server room, or would have at least designated a room for the networking specialist to work in. To the lay person one wonders how they can distinguish each machine and what each one does without getting tongue-tied and confused. However, these specialists work in a very specific and organised manner, albeit appearing chaotic and messy to the outsider. The answer to these confusing questions is simply two words, data cabinets. These are what make the server rooms so organised and up-to-date with all that is specific to server rooms.
Tags: computers, data cabinet
Where To Find Fresh Proxies And The Best To Use By: Wayne Cutforth - A proxy can be defined as something that acts as a middle man. Fresh proxies exist all over the Internet and are used frequently by people seeking greater anonymity and privacy where their online activities are concerned. Whenever you make a request to access a website, this request goes via your ISP and across a network of computers and the data is transmitted back to you. Using a proxy differs as all data passed to you goes via this site. This means that you can stay invisible to the outside world by browsing behind a proxy site. There are lots of different pieces of information that websites, companies, and people can log on you.
Tags: computers, high anonymity, fresh proxies, free anonymous surfing, proxy, proxy site