Brand loyalty

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Brand loyalty

  1. 1. Brand Loyalty Akash C.Mathapati Asst Professor – Marketing Area Kirloskar Institute of Advanced Management Studies akashcm@gmail.com
  2. 2. Measuring Brand Loyalty • Behavior Measures • Repurchase Rates • % of purchase • No. of brands purchased – Loyalty depends on product classes and competing brands • Switching Costs – analysis can provide insight into the extent to which switching costs provide a basis for brand loyalty Akash C.Mathapati 2
  3. 3. • Measuring Satisfaction – Key diagnostic to every levels of brand loyalty is the measurement of satisfaction • Liking of the Brand – Positive affect can result in resistance to competitive entries General Overall Liking • Liking, Respect, Friendship, Trust Akash C.Mathapati
  4. 4. • Commitment – Key indicator is the amount of interaction and communication that is involved with the product Akash C.Mathapati
  5. 5. The Strategic Value of Brand Loyalty Reduced Marketing Costs Reduced Marketing Costs Trade Leverage Trade Leverage Brand Loyalty Brand Loyalty Attracting New Customers: Attracting New Customers: ••BrandAwareness Created Brand Awareness Created ••Reassuranceto New Reassurance to New Customer Customer Time to Respond to Time to Respond to Competitive Threats Competitive Threats Akash C.Mathapati
  6. 6. Creating & Maintaining Brand Loyalty Treat the customer right Treat the customer right Stay close to the customer Stay close to the customer Measure/Manage customer Measure/Manage customer satisfaction satisfaction Brand Loyalty Brand Loyalty Create Switching Costs Create Switching Costs Provide Extra Provide Extra Akash C.Mathapati
  7. 7. Source: www.mycokerewards.com Akash C.M
  8. 8. Affinity Program: A marketing effort sponsored by an organization that solicits responses from individuals who share common interests and activities

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