Transcript Document

• Brand Loyalty
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Business-to-business - Buying behaviour in a B2B environment
1
Companies seek long term relationships
as any experiment with a different brand
will have impacts on the entire business.
Brand loyalty is therefore much higher
than in consumer goods markets.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Intel - Early history
1
By launching its Intel Inside marketing
campaign in 1989, Intel was able to
associate brand loyalty with consumer
selection, so that by the end of the
1990s, its line of Pentium processors
had become a household name.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Intel - Intel Inside
1
The Intel Inside advertising campaign
sought public brand loyalty and
awareness of Intel processors in
consumer computers. Intel paid some
of the advertiser's costs for an ad that
used the Intel Inside logo and
xylomarimba jingle.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Customer engagement - The need for customer engagement
1
2. Decreasing brand loyalty: The lowering of
entry barriers (such as the need for a sales
force, access to channels and physical
assets) and the geographical widening of the
market due to the internet have brought
about increasing competition. In combination
with lower switching costs, easier access to
information about products and suppliers and
increased choice customer loyalty is hard to
achieve.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Customer engagement - The need for customer engagement
The proliferation of media that provide
consumers with more control over their
advertising consumption (subscription-based
digital radio and TV for example) and the
simultaneous decrease of trust in advertising
and increase of trust in peers point to the
need for communications that the customer
will desire to engage with. Stimulating a
consumer’s engagement with a brand is the
only way to increase brand loyalty and,
therefore, "the best measure of current and
future performance".
1
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Prize (marketing) - Cereal prizes
1
Other manufacturers of major brands of
cereal (including General Mills, Malt-OMeal, Nabisco, Nestlé, Post Foods, and
Quaker Oats) followed suit and inserted
prizes into boxes of cereal to promote
sales and brand loyalty.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
User experience - Momentary emotion or overall user experience
The industry sees good overall user
experience with a company's products as
critical for securing brand loyalty and
enhancing the growth of customer base
1
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IPhone 4S - Critical reception
Lu of Gartner believed that Apple no
longer had the leading edge and that the
4S would only sell due to brand loyalty, as
fans had been expecting an iPhone 5 with
a thinner profile, edge-to-edge screen, and
stronger features
1
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History of video game consoles (sixth generation) - Xbox
1
In Japan, Xbox sales were very poor,
partly due to Microsoft's inability to
attract major Japanese developers and
game franchises. The console's
physical size, which did not fit local
aesthetic standards, and brand loyalty
to Japanese companies such as Sony
and Nintendo were considerable
factors as well.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Brand awareness - Importance
1
Awareness, attitudes, and usage (AAU)
metrics relate closely to what has been
called the Hierarchy of Effects, an
assumption that customers progress
through sequential stages from lack of
awareness, through initial purchase of a
product, to brand loyalty
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Brand awareness - Importance
Finally, high brand awareness about a
product suggests that the brand is easily
recognizable and accepted by the market
in a way that the brand is differentiated
from similar products and other
competitors. Brand building also helps in
improving brand loyalty.
1
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ITunes Store - Pricing model
1
Some iTunes television programs have
begun the same technique to encourage
brand loyalty; although those stay longer
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Apple, Inc - Brand loyalty
1
Apple's brand loyalty is considered unusual
for any product. At one time, Apple
evangelists were actively engaged by the
company, but this was after the phenomenon
was already firmly established. Apple
evangelist Guy Kawasaki has called the
brand fanaticism something that was
stumbled upon. Apple has, however,
supported the continuing existence of a
network of Macintosh User Group|Mac User
Groups in most major and many minor
centers of population where Mac computers
are available.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Connected Revolution
1
At the same time, they often have a lower
threshold for brand loyalty and expect
immediate gratification and delivery of
services.Opinion: Welcome to the Connected
Revolution, http://econsultancy.com/us/nmaarchive/58481-opinion-welcome-to-theconnected-revolution In addition to retail and
Social Media, consumers have leveraged the
concept of the connected revolution to share
political news such as the Tunisian
revolution,No “Twitter Revolution,” But a
Connected Revolution in Tunisia,
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Karmaloop - Traffic
1
As of 2013, Karmaloop.com receives 4.5
million unique visitors a month, was
ranked the 1,980th most visited website
in the U.S. by Alexa.com, and has a
widespread global network that includes
an opt-in email list of over 950,000
people. Karmaloop grew 81% in 2011 and
generated $130 million in revenue. The
company also utilizes its 100,000member global Karmaloop Rep Program
to drive online sales and build brand
loyalty.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Deal aggregator - Business model overview
1
The deal-of-the-day business model works
by allowing retailers to market discounted
services or products directly to the
customers of the deal company, who
receives a portion of the retailer's profit.
This allows retailers to build brand loyalty
and quickly sell surplus inventory.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Subscription business model
1
Thus, a one-time sale of a product can become
a recurring sale and can build brand loyalty
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Target market - The psychology of target marketing
A principal concept in target
marketing is that those who are
targeted show a strong affinity or
brand loyalty to that particular brand.
Target Marketing allows the marketer
/ sales team to customize their
message to the targeted group of
consumers in a more focused manner.
1
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Citroën - Michelin era
1
This began a period of unusual brand
loyalty normally seen in the
automobile industry only in niche
brands, like Porsche and Ferrari
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Food marketing - Product
1
Brand loyalty is, of
course, a matter of
degree
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Fast moving consumer goods - Scope
1
** Low involvement (little or no effort
to choose the item – products with
strong brand loyalty are exceptions to
this rule)
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Intel Corporation - Early history
By launching its Intel Inside marketing
campaign in 1989, Intel was able to
associate brand loyalty with consumer
selection, so that by the end of the 1990s,
its line of Pentium (brand)|Pentium
processors had become a household
name.
1
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Consumer neuroscience - Consumer Neuroscience Explains Brand Loyalty
Brand loyalty has been shown to be
the result of changes in neural activity
in the striatum, which is part of the
reward system|human action reward
system.Plassmann H, Kenning P,
Ahlert D
1
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Miniature wargaming - Scale
Part of the reason for the profusion of
miniature sizes is the need for manufacturers
to differentiate themselves in what is a niche
market. This results in what has been termed
'scale creep' where miniatures listed in a
catalogue may be identified by a
measurement, but in reality may vary
significantly from that advertised size. This is
to encourage the purchaser into brand loyalty
based on the aesthetic desire to maintain a
look of uniformity on the tabletop.
1
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Enterprise social networking - Applications
1
To build brand loyalty through support
of charitable giving, Pepsi decided to
forego Super Bowl ads in favor of
launching the Pepsi Refresh Project
that helps people improve their
communities through a variety of
projects submitted and chosen
through web voting by the general
public funded by the Pepsi.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Chief digital officer - Responsibilities
1
The CDO's responsibilities are to devise
and execute social strategies that grow
brand loyalty and advocacy on social
networks by:
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Vendor-managed inventory
1
Vendors benefit from more control of
displays and more customer contact
for their employees; retailers benefit
from reduced risk, better store staff
knowledge (which builds brand loyalty
for both the vendor and the retailer),
and reduced display maintenance
outlays.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
PeopleSoft - Oracle Corporation
Oracle moved to capitalize on the
perceived strong brand loyalty within
the JD Edwards user community by
rebranding former JD Edwards
products
1
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Operating system advocacy
'Operating system advocacy' is the
practice of attempting to increase the
awareness and improve the perception of
a computer operating system. The
motivation behind this may be to increase
the number of users of a system, to assert
the superiority of one choice over another
or out of brand loyalty, pride in an
operating system's abilities, or to persuade
software vendors to porting|port specific
applications or device drivers to the
platform.
1
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Spin-off product
1
This tactic is undertaken due to the
brand loyalty and brand awareness
they enjoy consumers are more likely
to buy a new product that has a tried
and trusted brand name on it
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Loyalty - Marketing
1
Brand loyalty is a consumer's preference
for a particular brand and a commitment to
repeatedly purchase that brand in the face
of other choices.Dick, Alan S
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Digital omnivore - Implications for marketing, advertisers and publishers
1
Brands that strategically manage their
communication strategy across this
complementary messaging matrix
are best positioned to create long term
Brand loyalty|loyalty and high Brand
engagement|engagement with their
audiences
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Affinity marketing
1
The shared incentives would be more
credit card usage and brand loyalty for
the bank and more event and
merchandise purchases for the sports
team
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Brand equity - Construction
1
The greater a company's brand equity, the
greater the probability that the company will
use a family branding strategy rather than an
individual branding strategy. This is because
family branding allows them to leverage the
equity accumulated in the core brand.
Aspects of brand equity include: brand
loyalty, awareness,
associationhttp://web.archive.org/web/20120
323123326/http://www.symbologo.org/2011/0
5/brand-association-what-we-mean.html and
perception of quality.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
First-mover advantage - Switching costs and buyer choice under uncertainty
Switching costs play a huge role in
where, what, and why consumers buy
what they buy. Users, over time, grow
accustomed to a certain product and its
functions, as well as the company that
produces them products. Once a
consumer is comfortable and set in their
ways they apply a certain cost, which is
usually fairly steep, to switching to other
similar products.Wernerfelt, B. ‘Brand
loyalty and user skills’, Journal of
Economic Behavior and Organization,
1985, pp. 381–385.
1
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First-mover advantage - Examples of switching costs
1
If the products satisfy people, then they
will keep their brand loyalty, therefore
increasing the firms' revenues.Porter, M
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Monopolistic competition
This illustrates the amount of
influence the firm has over the
market; because of brand loyalty, it
can raise its prices without losing all
of its customers
1
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Kellogg Company - Cereal box prizes
1
Other manufacturers of major brands
of cereal, including General Mills,
Malt-O-Meal Company|Malt-O-Meal,
Nestlé, Post Foods, and Quaker Oats
Company|Quaker Oats, followed suit
and inserted prizes into boxes of
cereal to promote sales and brand
loyalty.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Marketing mix modeling - Components
'Base Sales': This is the natural
demand for the product driven by
economic factors like pricing, longterm trends, seasonality, and also
qualitative factors like brand
awareness and brand loyalty.
1
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Superstar (celebrity) - Early 1900s: Development of the Hollywood Star System
By 1909, the silent film companies
began promoting picture personalities
by releasing stories about these actors
to fan magazines and newspapers, as
part of a strategy to build brand loyalty
for their company's actors and films.
By the 1920s, Hollywood film company
promoters had developed a massive
industrial enterprise that ... peddled a
new intangible—fame.
1
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Bird's Eye - Captain Birdseye (United Kingdom)
Because the Birds Eye brand is
marketed to families, many of the
advertising campaigns feature Captain
Birdseye as having a crew composed
mostly of children in the preteen to
teenage age groups, encouraging
brand loyalty from children and
emphasising the convenience of
serving the company's products to
their parents
1
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Adidas - Marketing
Adidas, like other sports brands, is
believed to engender high consumer
brand loyalty. Brand loyalty towards
Adidas, Nike, Inc., Puma AG and several
other sportswear brands was examined in
a recent study.Dawes, J. Brand Loyalty in
the UK Sportswear Market. International
Journal of Market Research, Vol 51, No. 1
2009. The study found consumers did not
exhibit unduly high loyalty towards such
brands.
1
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Alcohol advertising
Scientific research, health agencies and
universities have, over decades, been able to
demonstrate a correlation between alcohol
beverage advertising and alcohol
consumption; however, it has not been
proven that alcohol advertising causes higher
consumption rather than merely reflecting
greater public demand. Many commentators
suggest that effective alcohol campaigns only
increase a producer's market share and also
brand loyalty.
1
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Alcohol advertising - Advertising
1
Many advertising campaigns have tried
to increase consumption, brand
loyalty|brand and loyalty business
model|customer loyalty.
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BMX racing - Sanctioning bodies
1
In the US, loyalty to one sanctioning
body or another is a fundamental
example of brand loyalty, where
devotees of one vigorously assert the
superiority of their chosen body
overall others.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Tobacco advertising - Customer loyalty
Tobacco companies use advertising to
drive brand awareness and brand
preference amongst smokers, in order to
drive sales and to increase brand
loyalty|brand and loyalty business
model|customer loyalty. One of the original
forms of this was the inclusion of cigarette
cards, a collectible set of ephemera.
1
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Tobacco advertising - Trends
With the restrictions placed on general
advertising, tobacco companies have moved
to new promotions to establish new
customers and maintain existing ones. For
example Altria has a strategy of growth by
promotions that build brand equity through
adult consumer
experiences.[http://www.altria.com/media/pre
ss_release/03_02_pr_2004_11_05_01.asp
Altria – Media – Press Release – 11/05/2004
– 01] The intent is to reinforce brand loyalty
by building consumer communities.
1
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KAMP-FM - The demise of FM Talk and launch of 97.1 AMP Radio
The company stated that testing AMP
Radio on HD 2 and online showed brand
loyalty and the success of the format
1
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Student marketing
1
Attracting students at this time
has huge long run brand loyalty
effects
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Target markets - The psychology of target marketing
1
A principal concept in target marketing is
that those who are targeted show a strong
affinity or brand loyalty to that particular
brand
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Porter's generic strategies - Differentiation Strategy
1
Successful differentiation is displayed
when a company accomplishes either a
premium price for the product or service,
increased revenue per unit, or the
consumers' loyalty to purchase the
company's product or service (brand
loyalty)
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Customer delight
1
In the past customer satisfaction has
been seen as a key performance
indicator. Customer satisfaction
measures the extent to which the
expectations of a customer are met
(compared to expectations being
exceeded). However, it has been
discovered that mere customer
satisfaction does not create brand
loyalty nor does it encourage positive
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Lexus LS - Sales and production
Automotive analysts have suggested a
possible rationale for the sales disparity, in
that European buyers place less emphasis
on vehicle reliability and have more brand
loyalty to established domestic marques
1
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Sunbeam (car company) - Chrysler era
1
Brand loyalty started to erode, and was
greatly damaged when they decided to
drop former marques and start calling
everything a Chrysler
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WALL-E - Religion
1
Dreher emphasized the false god parallels
to BnL in a scene where a robot teaches
infants B is for Buy n Large, your very best
friend, which he compared to modern
corporations such as McDonald's creating
brand loyalty in children
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Console manufacturer - Third-party support
Although brand loyalty, technical
capabilities and price certainly plays their
part, people tend to purchase the console
that offers the games that they enjoy most
1
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Daimler Company - Jaguar-based Daimlers
1
While the 2.5 V8, later renamed the V8250 under new ownership, became the
most popular car Daimler ever
produced, it was not enough to
establish brand loyalty
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David A. Aaker - Aaker Model
Aaker is the creator of the Aaker
Model, a marketing model that views
brand equity as a combination of
brand awareness, brand loyalty, and
brand associations. The model
outlines the necessity of developing a
'brand identity', which is a unique set
of brand associations representing
what the brand stands for and offers to
customers an aspiring brand image.
1
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Point of difference
1
Brand loyalty depends upon the ability of
the company to establish and maintain
clarity of communication with the
consumer regarding their brand; and to
maintain and expand the points of
difference that define the brand.
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Brand loyalty
'Brand loyalty' is where a person buys
products from the same manufacturer
repeatedly rather than from other
suppliers.American Marketing Association
[http://www.marketingpower.com/_layouts/Dic
tionary.aspx?dLetter=B Dictionary]. Retrieved
2011-07-09. The Marketing Accountability
Standards Board (MASB) endorses this
definition as part of its ongoing
[http://www.themasb.org/common-languageproject/ Common Language: Marketing
Activities and Metrics Project].
1
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Brand loyalty - Construction
For example, if Joe has brand loyalty to
Company A he will purchase Company A's
products even if Company B's are cheaper
and/or of a higher quality.
1
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Brand loyalty - Construction
1
'Factors influencing brand
loyalty'
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Brand loyalty - Construction
Commitment and repeated purchase
behavior are considered as necessary
conditions for brand loyalty followed by
perceived value, satisfaction, and brand
trust.Punniyamoorthy, M and Prasanna
Mohan Raj, An empirical model for brand
loyalty measurement, Journal of Targeting,
Measurement and Analysis for Marketing,
Volume 15, Number 4, September 2007 ,
pp
1
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Brand loyalty - Construction
1
Among the benefits from brand loyalty —
specifically, longer tenure or staying as a
customer for longer — was said to be
lower sensitivity to price
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Visual brand language - Brand personality
1
By establishing a brand personality,
businesses can form emotional bonds
with their consumers which in turn
establishes future behaviours of Brand
loyalty|brand loyalty
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Ipsos MORI
1
The company also specialises in mass media, brand
loyalty, marketing and advertising research
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Cockshutt Plow Company - History
1
Immediately after assuming control in
early 1962, White opted to cease
production in Brantford, but to take
advantage of Cockshutt's eight
decades of brand loyalty, they
continued to sell Cockshutt tractors
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Chevrolet Chevy II / Nova - 1969-74
This was considered to build brand
loyalty with respective GM divisions
although the company later fused their
badge engineering with platform
sharing to cut expenditures
1
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Miniatures game - Scale
Part of the reason for the profusion of
miniature sizes is the need for manufacturers
to differentiate themselves in what is a niche
market. This results in what has been termed
scale creep where miniatures listed in a
catalog may be identified by a measurement,
but in reality may vary significantly from that
advertized size. This is to encourage the
purchaser into brand loyalty based on the
aesthetic desire to maintain a look of
uniformity on the tabletop.
1
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Nissan Cherry - First generation (E10; 1970–1974)
The question given greatest prominence
was the final one which asked whether or not
respondents would buy another car of the
same model: 76% of Cherry owning
respondents answered “yes”, which was the
top score for this question achieved by any
model to date, and beat even the 66% “yes”
score given by owners of the previous leader,
the Volkswagen Type 1|Volkswagen Beetle,
at the time well known in the UK for its
owners’ brand loyalty.
1
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Herzogenaurach - Economy
1
Herzogenaurach is the birthplace of two
sporting goods giants: Adidas and Puma
AG|Puma, founded by the two brothers
Adolf Dassler and Rudolf Dassler, after an
acrimonious family split in 1948. Both
companies' headquarters are still located
in the town on opposite sides of the
Aurach River, and brand loyalty is sharply
divided as well. [http://www.dwworld.de/popups/popup_printcontent/0,,20
74427,00.html]
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Cap'n Crunch - Marketing
1
In 2014, a Cornell University studied
the box designs of 65 brands of cereals
and discovered that buyers show 28%
greater brand loyalty where the box
cover features a mascot making direct
eye contact with the purchaser, citing
Cap'n Crunch as an example.
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Free sample - Free samples
Although an expensive method of
targeting customers, conversions to
sales can range between 20% to 90%
for various brands. With effective
sampling, marketers can create brand
loyalty and assist in the launch of a
product through the word of mouth.
1
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Edsel - The wrong car at the wrong time
1
Compounding Edsel's problems was the fact
that the car had to compete with wellestablished nameplates from the Big Three,
such as Pontiac, Oldsmobile, Buick, Dodge
and DeSoto (automobile)|DeSoto, as well as
with its own internal sister division Mercury
(automobile)|Mercury, which itself had never
been a stellar sales success. To make
matters still worse, as a new make, Edsel
had no established brand loyalty with buyers,
as its competing makes had.
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AAdvantage - History
Increased competition following the
1978 Airline Deregulation Act prompted
airline marketing professionals to
develop ways to reward repeat
customers and build brand loyalty
1
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Five Guys - Reception
The chain has something of a cult
following and remarkable brand
loyalty. Five Guys has been rated one
of the most talked-about burger
brands online.
1
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Brand Keys - Key personnel
* Leigh Benatar, EVP in
Brand Loyalty Consumer
Insights.
1
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Don Jazzy - Samsung deal, Mavin Records and Mavin League
1
The launch took place in Cape Town, and Don
Jazzy had the following to
say,[http://www.samsung.com/africa_en/news/
presskit/samsung-offers-afro-pop-home-theaterwith-don-jazzy-through-their-audio-visualproduct-line-up “Previously, in 2011, Samsung
were focused on the consistent improvement on
sound quality and levels – which they were very
successful in however, product innovations such
as this one will drive the demand and brand
loyalty towards their products far more and as
long as they continue with this type of product
development and drive I am sure they will
continue to deliver strong, market relevant
products – built specifically with the African
consumer in mind,”
concludes Don Jazzy.]
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Think Small
1
The campaign has been considered so
successful that it did much more than
boost sales and build a lifetime of
brand loyalty [...] The ad, and the
work of the ad agency behind it,
changed the very nature of
advertising—from the way it's created
to what you see as a consumer
today.[http://www.bizjournals.com/p
ortland/stories/1999/11/15/smallb4.h
tml Top ad campaign of century? VW
Beetle, of course]
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Holden New Zealand - Brands
1
General Motors New Zealand's marketing
strategy created little brand loyalty and
consumers did not accept 'GM' as a brand,
probably due to the multiple brands on
offer.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
ICICI Lombard - Awards
10.The Customer and Brand Loyalty
Award- 5th Loyalty Summit 2012
(http://www.businessstandard.com/article/press-releases/icicilombard-receives-the-customer-andbrand-loyalty-award-in-the-insurancesector-general-category110021100097_1.html)
1
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
ICICI Lombard - Awards
13.The Customer and Brand Loyalty
Award 2011 (http://www.businessstandard.com/article/pressreleases/icici-lombard-receives-thecustomer-and-brand-loyalty-award-inthe-insurance-sector-general-category110021100097_1.html)
1
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
ICICI Lombard - Awards
20. Customer and Brand Loyalty
Award Insurance Sector Non-Life 2nd
Loyalty Awards, 2009
(http://insurance.gibl.in/list-ofinsurance-companies/icici-lombardprofile/)
1
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
KarmaloopTV - Marketing profile
1
Karmaloop's opt-in mailing list|email
list is distributed to over 950,000
people. The company also utilizes a
100,000-member global affiliate
marketing program to drive online
sales and build brand loyalty.Young
Entrepreneur, Karmaloop's Greg
Selkoe on Social Media the Verge
Culture. Maria Muto-Porter, 2012.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
No Name (brand) - Launch
1
And strangely enough, Loblaws shoppers
seem to be developing a brand loyalty to
these unbranded products. The Japanbased unbranded multinational Muji first
products released in 1980 that eventually
surpassed No Name in sales.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Greg Selkoe - About Karmaloop.com
1
The company utilizes its global Karmaloop
Rep Program – a street team – to drive
online sales and build brand loyalty with
exclusive word-of-mouth discounts.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Women and video games - Female gamers as a demographic
1
*Brand loyalty - In 2013, Nintendo claimed that
50% of its users were female.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
College rivalry - The spectators
1
Fans exhibit intangible feelings of pride,
solidarity, and pleasure for a particular
team and brand loyalty, which means that
they “heavily identify[y] with a particular
team or university and have shown that
the self-esteem of these ardent fans can
be affected by their team’s success in
competition”
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
1979 oil crisis - Automobile fuel economy
1
Detroit was not well prepared for the sudden rise in fuel prices, and
imported brands (primarily the Asian marques which were mass
marketed and had a lower manufacturing cost as opposed to United
Kingdom|British and West German brands - the rising value of the
Deutsche Mark and English Pound resulted in the transition to the
rise of Japanese manufacturers where exporting their product from
Japan at a lower cost would yield profitable gains despite
accusations of price dumping) were now more widely available in
North America and had developed a loyal brand loyalty|customer
base - the Japanese Big Three launched their respective
advertisement campaigns (Honda with its 'We Make It Simple'
tagline, Datsun (Nissan after 1984) with the tagline 'We Are Driven',
and Toyota with 'Oh What A Feeling' (they ran a previous ad
campaign prior to 1979 where the company mocked the Plymouth
Volare with the tagline 'You Asked For It - You Got It') - luring away
traditional Big Three consumers (Subaru in the late 1970s ran an ad
campaign where former owners of a Big Three automobile drove
their products - one TV ad started with the tagline 'Ford drives
Subaru')
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Filmstar - Hollywood, first years
promotion (marketing)|Promotion in
advertising led to the release of stories
about these personalities to newspapers
and fan magazines as part of a strategy to
build brand loyalty for their company's
actors and films
1
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Videotape format war - End of Beta
1
While Betamax was believed to be the superior format in
the minds of the public and press (due to excellent
marketing by Sony), consumers wanted an affordable
VCR (a VHS often cost hundreds of dollars less than a
Betamax);http://www.videointerchange.com/videohistory.htm#BetaMax Sony believed that having better
quality recordings was the key to success, and that
consumers would be willing to pay a higher retail price
for this, whereas it soon became clear that consumer
desire was focused more intently on recording time,
lower retail price, compatibility with other machines for
sharing (as VHS was becoming the format in the majority
of homes), brand loyalty to companies who licensed VHS
(RCA, Magnavox, Zenith, Quasar, Mitsubishi, Panasonic,
even JVC itself, et al.), and compatibility for easy transfer
of information
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Troy Carter (music industry) - 1999–present: career
1
In 2011, he co-founded The Backplane, a
Silicon Valley-based Startup
company|startup that attempts to redefine
social media by allowing celebrities and
brands to connect with fans, foster
community, and cultivate brand loyalty
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Star Trek: Legacy - Xbox 360
1
With the game's appeal thus reduced
to those faithful fans still willing to
suffer in the name of brand loyalty, it
remains an impossible game to
recommend without serious caveats.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Lithium (disambiguation) - Other
1
*Lithium Technologies,
an online customer
support and brand
loyalty company
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
Moto Guzzi - 1921ndash;1966 - Origins
1
Ravelli, ironically, had died just days after
the war's end in an aircraft crash and is
commemorated by the eagle's wings that
form Moto Guzzi#Logo, Guzzisti brand
loyalty|the Moto Guzzi logo.
https://store.theartofservice.com/the-brand-loyalty-toolkit.html
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