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Topic : Top Branding Mistakes
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Can brand loyalty be bought?

Created by : Meena Deshmukh, Product/Brand Manager, Videocon Inds  | 04 28 2009 06:54:25 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Keywords : branding brand marketing brand management brand value brand image brand development brand loyalty brand identity brand power product brand
Activity:  578 views;  last activity : 07 06 2010 20:18:09 +0000

The bottom-line objective of every company is to ensure that a customer continues to purchase a product or service and remains loyal to their particular brand.But what do you think even after providing a satisfactory quality and service to customers,can companies be sure that customers will be loyal to their brand.In essence can brands buy the loyalty for customers?

  
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The issue for brand loyalty is an intangible asset for brand owners… why? Because a person would be loyal to the brand only if he satisfied the quality and price of the product they bought. Because of it, an intangible asset of the brand owner could not be bought. Even if you pay a person for how many thousand buck and he/she is not satisfied by the product quality, he/she will still buy the product he/she really love most. The brand owner must be consistent in their high quality products. Service, service, service. Quality, quality, quality.. Price, Price, price..

 

This is my new Equation

Satisfaction = SSS+QQQ+PPP

This special equation is formulated by;

Yours Truly,

 

Mr. Denis Somoso

Philippines
By Denis Somoso, Financial Accountant, n/a  05 19 2009 01:38:07 +0000
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I believe brand loyalty can be bought in some ways.

A 5$ /250/- off coupon will encourage many people to go for Pizza place B even though they prefer place A over B usually. Continuing to give such offers/promotions to end consumers does bring about a mindset that this brand does offer me good discounts (even if not the best products)

But it kinda depends on the demograhics of the target consumer too. For lower middle income groups, price is a major factor in any 'buy' decisions. Their decisions are usually not as impulsive and tend to move towards more economical, even if not the best quality, experiences or brands.
By harshika sarbajna, PG Diploma student, Indian School of Business (ISB), Hyderabad  | 02 02 2010 08:50:54 +0000
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I agree with Karthik.Some brands develop a relationship with people and not only people then buy that brand continuously but also they tend to ignore the extra benefits provided by its competitors.And powerful brands are such that they advertise a lot and they also keep in mind the needs of consumers which make them very loyal towards it.


By James Masih, Product/Brand Manager, FedEx  | 04 28 2009 11:29:41 +0000
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Brands not only convey a meaning, but attch itself emotionally with the customers. No new brand can beat the established safety and delicacy of Johnson & Johnson baby products for at least long time. Some brands are more than just products to the customers and these brands always stand out.
By Karthik , Student, BIM, Trichy  | 04 28 2009 08:15:13 +0000
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Brand loyality would be rrelated to the product type i.e its usage- for cars, appliances which people use for longer period and have an overall experience of utility, safety economy etc, in such instances probably some incentives can get the customer back to the brand. But for consumables its absoluely difficult as with the plethora of brands and their advertisements you cannot bind the human mind to one brand.Here the formula of Mr. Somoso is absolutely correct.
By ravi vyas, sales and marketing, IFB Industries Ltd  | 02 28 2010 06:09:43 +0000
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It's earned over the years and has to keep getting renewed at constant intervals
By Manish Gupta, Zonal Manager, North & East-Water Purifier Business, TATA Chemicals Limited  | 01 30 2010 07:14:25 +0000
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no its cant be bought because its loyalty is made by knwon creative minds....and no one bought the mind strategies.and its loyalty.also that brand is promote by public.so not possible
By alok jain, Marketing and Distribution.  | 06 11 2009 16:02:34 +0000
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In todays competitigve environment its difficult to go by without looking at new brands available in the same sector! Cell phones, TV's, DVD Home systems, Garments all have a RANGE of brands that beckon you!

I may have a liking for Cambridge white collection of shirts but a Louis Phillipe or Van Heussen or Zodiac will always entice me either with the price or quality of the garment!! You develop an attachemnt with a certain brand as you connect with its proposition and their mission. And in matters like these the heart rules the head all the time!

Mr. Somoso is absolutely right!
By Makrand Bhave, Marketing & MICE, WIZCRAFT International  | 05 19 2009 02:06:57 +0000
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Very true Ms. Meena, gone are the days when there were very few brands, even few years back any tooth paste was known as Colgate but these days it is not like that people bye the product as per their choice and liking.
It's not only the brand now the service is also considered irrespective of price. Gone are the days when Indian market was dominated only by Fiats and Ambassadors, which were costing less than a Maruti 800 in those days, but now who prefers those cars? People need a change every few years and that's natural.
By B.Mehernath , Marketing & Technical Head, Bondit Construction Chemicals Pvt. Ltd.  | 05 03 2009 15:44:23 +0000
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Gone are the days when there were just few brands for customers to choose from.Now they have the luxury of choosing from unlimited brands and its highly unlikely that they will be loyal to that particular brand for a long time.
By Meena Deshmukh, Product/Brand Manager, Videocon Inds  | 04 28 2009 06:54:25 +0000
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