Brand Loyalty
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Brand Loyalty
Important aspects for growing Brand Equity

Curated by Joshua Iles
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Brand Loyalty: Why do people prefer Coca-Cola? - B2B Marketing

Brand Loyalty: Why do people prefer Coca-Cola? - B2B Marketing | Brand Loyalty | Scoop.it
Despite taste tests showing otherwise, many people claim to prefer Coca-Cola to Pepsi. Why is this?
Joshua Iles 's insight:

Coca-Cola is, perhaps, the biggest brand in the world today. However, when taste test results showed that consumers actually preferred the taste of its biggest cola competitor, Pepsi, the emphasis on the strength of the Coca-Cola brand can, in itself, promote the importance of having brand loyalty. Coca-Cola has been on the market for many years, and billions of dollars have been, and are continuing to be, spent on continual marketing of the brand. Coca-Cola, over the years, has been able to successfully implement IMC strategies in order to maintain its place on top of the global soft drink market. Worldwide recognition along with substantial brand awareness is the obvious reason to why the brand has been able to maintain the sales and performance of the soft drink product itself, despite the actual taste not being placed above its competition. Loyalty definitely plays an important role aswell; without having loyal customers, Coca-Cola may have potentially been drowned by its competitors. Successful brand management has allowed Coca-Cola to become on of the top brands in the world, with brand equity that has, so far, been unmatched.

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Easter Greig's comment, April 9, 2013 1:12 AM
Coca-Cola is the biggest brand in the world and has been in this same persona for many years, I think the main reason for coca-colas success throughout the years is its innovative implementations of various I.M.C campaigns e.g Santa for many of us has always been the color red, this was made so by coke.
Jacinda Morgan's curator insight, August 22, 2013 9:11 PM

I found this article really interesting. Coca cola is one of, if not the largest brands in the world. Blind taste tests were conducted and it was found that people preferred the taste of Pepsi but Coke was still their brand of choice. This is because of brand loyalty. Brand loyalty stems from the familiarity of a brand. In the case of Coca Cola, people favour this cola over pepsi as it has greater brand appeal. Consumers are constantly exposed to advertising related to Coca Cola. This familiarity leads to an affinity with the brand in which case consumers feel more loyal to one particular brand over another. Part of cokes brand loyalty are the touch points - these include the colours of coke, the shape of the bottle and the positive associations and emotional responses felt when purchasing this product. Although Pepsi is the preferred taste in cola, Coca cola's brand appeal and familiarity is the reason why consumer prefer coke.

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Give free stuff and they will come: Countdown seeks to lure shoppers with glassy offering :: StopPress

Give free stuff and they will come: Countdown seeks to lure shoppers with glassy offering :: StopPress | Brand Loyalty | Scoop.it
Joshua Iles 's insight:

In order to compete against other supermarket chains in the NZ market, recently refurbished brand "Countdown" has taken a separate route from competitors to nab at consumers hearts. Consumers are invited to full up a "saver-card" with several stamps obtained by spending over $20 in store. Once enough stamps are collected, consumers then receive a free Royal Worcester glassware pack. Countdown has used an effective IMC campaign; as opposed to marketing their brand only through TV and mail-flyer advertisements, they are creating consumer engagement through in-store promotion. Consumers are not only shopping out of necessity, they now have motivation to collect more stamps at the expense of purchasing a few more items than anticipated. This is good for brand loyalty; consumers are now choosing to shop at Countdown in order to try and earn the free package. But after the promotion concludes, casual consumers are influenced to become loyal customers due to brand exposure during the promotion period. In return, Countdown benefits from this campaign through increased brand exposure and sales, therefore improving their brand equity. 

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Duane Hulley's comment, April 9, 2013 2:11 AM
Countdown’s efforts here are indeed an effective strategy. From personal analysis, their biggest competitor Pak’N’Save appears to be a more popular option for food shoppers highly due to their emphasis on lower priced goods. Countdown is using this campaign in order to create a point of difference between themselves and their competitors. Being the only supermarket chain on the market offering a promotion of such calibre, creating customer engagement on a level unprecedented by competitors could be a major push in terms of creating stronger brand loyalty. Forcing customers hands, giving them a good reason to convert supermarket preference not only influences brand growth, but can expand their market growth with hopes of perhaps taking over the supermarket market in the near future.
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Emotional Marketing: What Makes Buyers Buy | Business 2 Community

Emotional Marketing: What Makes Buyers Buy | Business 2 Community | Brand Loyalty | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits
Joshua Iles 's insight:

Simply listing brand benifits and marketing facts is not a complete way to fully promote yourself to potential consumers. The above article emphasises an important fact; consumers don't tend to respond to reason - emotions are the driving factors which lead consumers into making crucial purchasing decisions. As the article suggests, there is no better way to connect with your consumers than to present yourself in a way in which they can relate to. IMC techniques can assist this; storytelling is effective when seeking to create an emotional response within consumers. Using this can, in turn, increase brand awareness; a brand that is relative to its consumers allows for easier recognition in the future. Positive emotional responses can increase brand loyalty, and consumers grown to love and trust a brand once they are enabled to relate to it. In terms of obtaining stronger brand equity, creating a strong emotional bond between youself and your consumers can help fuel potential brand growth.

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Amy Revell's comment, April 9, 2013 2:28 AM
Emotional reactions towards how a brand presents itself are a crucial feedback tool for any brand. Obviously when a brand introduces a new marketing scheme, the major focus has to be placed upon how the intended consumers will react to what has been displayed before them. Positive or negative responses can be the decided factor towards consumer decisions when it comes to purchasing goods and/or using a service. Story telling has to be crafted carefully in order not to create any negative feedback. Recent marketing schemes that come to mind are that of BNZ bank. The money is good/bad campaign run by BNZ I found was quite confusing and ultimately disallowed me to have any emotional reaction towards the brand; therefore I had no more intention on banking with them than I did before seeing the advertisements. Brands must conduct extensive market research before telling any story, just in case their efforts may be done in vein.
Angela Chuang's comment, April 9, 2013 4:46 AM
Emotions affect the majority of consumers purchasing decisions, consumers simply will chose the advertising with story rather than just tell them the advertising. Advertising which has a video or satisfied consumers pictures on it, will usually get more attentions from consumers, they will use their imagination to enhancements on their wants for the products. However, the advertising plot must reach the consumer mentality and their brand loyalty.