Brand loyalty is therefore a factor to consider in the relationship a customer establishes with an organisation. Brand loyalty is the positive attitude toward a brand that causes customers to have a consistent preference for that brand over all other competing brands in a product category. Customer relationship marketing may be used to reinforce or even create the loyalty in the first
Two factors that reinforce association to any piece of information are its personal relevance and the coherence with which it is represented over time. The particular associations we recall and their significance will depend not only on the power of association, but also on the recuperation of cues present and the context in which we consider the brand. Let’s consider the factor that, in general, impact the power and recallability of a brand association. Consumers form beliefs about brand attributes and benefits in different ways. Brand attributes are those descriptive features that characterize a product or service.
And having done that, he helps them communicate more effectively. The only way to see the world through the eyes of a consumer is to get to know your target market. Once the target market is analysed, the needs and wants of the consumer will become clear and relevant. A brand needs to build authentic relationships with its customer this is where a strategist comes in to develop relevant, consistent and effective messages through the right channels. The way to do this is to define the brand and make it easily distinguishable from the next, the brand needs to be likable and memorable, the brand should be meaningful to its consumer this will create value, a brand must evoke positive emotional/personal experiences for the consumer this.
A customer is satisfied when his expectations are fulfilled by the service firm. Customer expectation therefore, is defined as the feeling that a customer experience when a service offering meets his or her expectations. In a marketing context, it is a measure as well. It is a measure by which the service quality is judged, as well as the calculation of which the service firm intends to improve or develop its service offerings. Improving customer satisfaction is one of the important goals of any service firm.
“People like the familiar and are prepared to ascribe all sorts of good attitudes to items those are familiar to them” (Aaker & Joachimsthaler 2000). Aaker & Alvarez Del Blanco (1999) have also indicated that brand awareness indirectly affects purchase behavior, as it has a positive influence on perceptions and attitudes towards the brand recall and retrievability to impact to the purchase of the brand i.e. repeated purchase behaviour which creates consumer/brand loyalty. PI is also very useful in forecasting future demand of existing products (Juster, 1966, Morrison, 1979). Purchase intentions are also used to pretest advertising and evaluate proposed promotions for both new and existing products (Bird and Ehrenberg, 1966) A seven-point Likert
There are many different perceptions of what the brand identity consists of. But the more common definition of brand identity is that it is a set of associations the brand strategist seeks to create or maintain. If the brand identity is both unique, distinct, and clear expressions of what the brand is all about as well as long lasting, then it can create the basis of a solid, coherent and long lasting brand and be the driver of all brand related activities. 3.2.7 Brand Image The image of the brand is the perception of the brand by consumers. The goal of working strategically with brand image is to ensure that consumers hold strong and favorable associations of the brand in their minds the brand image typically consists of multiple concepts, perception, because the brand is perceived cognition, because that brand is cognitively evaluated; and finally attitude, because consumers after perceiving and evaluating what they perceive form attitudes about the brand.
Brand equity develops and rise as a result from a customer’s experience with the brand. The process usually involves the customer’s natural relationship with the brand that will extend the following predictable model: First the Awareness of the brand which will institute the brand to its target market where they will use advertising tools to get it noticeable. Then Recognition, when the customers are familiar with that particular brand, they will tend to recognize the brand in everywhere, such in store or anywhere else. Trial, if the consumers recognized the brand, they will start to try their product or service. And Preference, if the customers have good experience with the product or service, the brand will instantly became their preferred choices.
Gucci is successful in executing its differentiation advantage because it understands its core customer, knows what these customers value the most, improves product core features and over time adds or removes features according to changing tastes and preferences. To achieve and maintain this competitive advantage Gucci relies on several resources which can be subdivided in tangibles and
Brand images should be positive, unique and instant. Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc.Brand image develops and conveys the product’s character in a unique manner different from its competitor’s image. The brand image consists of various associations in consumers’ mind - attributes, benefits and attributes. Brand attributes are the functional and mental connections with the brand that the customers have. They can be specific or conceptual.
1.1. Background Now a days the world truth has become to be more vigilant and more attractive to something stimulating anything which shows them their status or personality or morals. Towards get perceived individual choose that brand which they think that more comfortable with it. The efforts which marketing manager stood and building a decent attempt to accomplish and they have succeeded in a few courses by carrying quality to satisfy their need. By taking this step many companies are on offering promotions of their products and goods to create brand loyalty.