Can a great brand experience ensure true customer loyalty?

yes it is right Mr.Himanshu, the word of mouth comes from good experience/preference on a particular brand. It motivates the customers for repeat purchase and that creates loyalty.

It is only brand experience which will lead to word of mouth publicity for the brand and help in repetitive sales.  

yes i support the arguement, The brand will  create loyal customers

Definitely a great brand experience can ensure true customer loyalty as long as the emotional connect with the brand remains. But care has to be taken to ensure that the brands doesnt take the loyalty for granted and degenerates over a period of time. It is easy to gain a loyal following but very difficult to maintain it at that level. One way of doing it is through a good loyalty programme and the other way is through frequent product innovations. Make subtle changes in the brand to ensure you give a new experience everytime the customer purchases one.

In the tetail segment, big retaillers like Big Bazar, Nilgris and Spencers will not keep nonpopular products in their shelf especially in the product line of cosmetics, sanitary items, electricals & electronic items, home appliances and other consumer durables. Because of the brand name of the big retail chain there is no need for the buyer to purchase. Today the consumers are more aware on what to buy and where to buy. The buyer may think good products will be available in the above big retail shops. If they fail to deliver the requirements as per the taste of the consumers, nobody will visit again.

Hi,

A brand experience starts from the shop shelf - till the time its tried by the consumer.  Once the brand is picked up its satisfying a need - when this need becomes a want i.e., 'I can't do without this product' it is the ultimate nirvana for a product. For this nirvana to happen the product should deliver on the promise it stands for consistently. Thus satisfying want continuously leads to brand loyalty.

What is brand experience and loyalty ?

Both can not be separated. For examble, Mr. X wants to buy a material for which there are several brands available in the market. Among the several brands, some may be very popular in the minds of the buyer and some may not be. The option for Mr. X is either to buy the popular one or the unpopular one.Here, buying a new product which is not so popular is not very easy even if it is a good one. In case Mr. X wants to buy the new product, not popular but with good quality, what he will do ?. As a matter of fact he will make a study in the market and also discuss with his friends and good marketing professional including the verification and examination of the product literature.

Hence any new entry of product in the market will not be so easily accepted by the dealers or the customers. It will take some time to establish the brand image in the market for the customer acceptance. The company has to take a lot of endeavours to establish it through sales promotional activities like dealers meet, technical seminars, and also advertising in the media.

Therefore seeing the brand will not creat any experience. The product is to be used by one and merits and demerits are to be analysed and then up to what extent the product is able to satisfy the user are to be decided.So, the Brand Experience is derived only after using it, which may lead to Loyalty

brand is the one that is well recognised for something.ex: dettol,its products are recognised for some medical care. it takes a long time for a label to turn into a brand. so, definetely brand is one of the core that companies cannot loose in any circumstances. so definitely brand is that customer has a good faith in it. so, the brands are very much prefered by the customers. 

                                                                                    24-01-2010

Loyalty means faithfulness or true allegiance towards any products in the market liked or required by an individual / buyer. So the degree of loyalty may vary or change in accordance with likes, dislikes, taste, fashion, product service, product appeal, satisfaction, and durability of products depending upon the purchase pattern of the customers. Therefore, the Brand Experience will ensure true customer loyalty up to some extent. Hence, loyalty of customers is not perpetual.

As a prelude to discuss the subject, we shall look at the following:-

Any company that selling or marketing its products/brands is to meet customer needs. This is the basic fundamental of marketing programe. Consequently, the various brands / products in the market are subjected to severe competition. The buyers make their choice from the competitive environment. Their purchase behavior involves taking decision based on the product availability, price comparison, company reputation, product quality, and differentiation from other competitors.

1. In the present scenario, both the indigenous and the multinational companies are fighting from the same platform to market their brands with features and every one is trying to position their brands in the market. A good marketing strategy calls for trying to establish a separate market segment for their products/brands with a view to have Brand Image and Brand Acceptance. This needs customer satisfaction, quality, durability, and product differentiation than the competitors. Then only they will be able to find their own way to penetrate the market segment to demonstrate their ability to install Brand Image or Loyalty from the customers.   

Brand experience is the otucome of right "product placing" by the Marketer. If the product gets a place in the customers mindset, then a marketer has succeeded in creating the right brand experience he or she is looking for. This is one function of Marketing strategy called STP, segmentation, targeting and placing.