Brand Loyalty
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| Author | : María Jesús Yagüe Guillén |
| Publisher | : MDPI |
| Total Pages | : 122 |
| Release | : 2019-09-23 |
| Genre | : Business & Economics |
| ISBN | : 3039213350 |
Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).
| Author | : Richard D. Czerniawski |
| Publisher | : Hudson House Publishing |
| Total Pages | : 0 |
| Release | : 2010 |
| Genre | : Advertising |
| ISBN | : 9781587769146 |
It takes healthy brands to succeed in today's chaotic, fast-moving, competitive marketplace. Yet, marketers are confronted with, and their organizations are contributing to, an "age of sameness," where products and services are virtually indistinguishable. The result is that customers are commoditizing categories and discriminating principally on price. Offering more and/or enhanced features is not enough to win customers and create loyalty. COMPETITIVE POSITIONING - BEST PRACTICES FOR CREATING BRAND LOYALTY empowers marketing managers by sharing proven principles, insights from leading marketing practitioners, practical tools, and real-world examples, all of which will help you to successfully build your brand a brand that will connect emotionally with the heart, and remain uppermost in your customers' minds. Step by step, you'll learn best practices that will enable you to develop a competitive positioning.
| Author | : S. Ramesh Kumar |
| Publisher | : Pearson Education India |
| Total Pages | : 628 |
| Release | : 2009-09 |
| Genre | : Brand name products |
| ISBN | : 9788131722367 |
India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study. This book focuses on the behavioural principles of marketing and its application to branding in the Indian context. * Consumer behaviour concepts associated with branding * A combination of recent and traditional examples reflecting the application of behavioural concepts * Touch of reality boxes to indicate context-based examples * Caselets and cases drawn from real-life situations * Research findings associated with the Indian context * Topical issues in consumer behaviour like cultural aspects, digital marketing and experiential branding
| Author | : Charles Doyle |
| Publisher | : Oxford University Press, USA |
| Total Pages | : 450 |
| Release | : 2011-03-24 |
| Genre | : Business & Economics |
| ISBN | : 0199590230 |
Covers traditional marketing techniques and theories alongside the latest concepts, and acknowledges the increased importance of marketing in the customer-oriented environment.
| Author | : JoAnna Brandi |
| Publisher | : The Walk The Talk Company |
| Total Pages | : 64 |
| Release | : 2001-06 |
| Genre | : Business & Economics |
| ISBN | : 9781885228413 |
Ever ask the question: "How many customers do we lose every year?" Chances are you haven't. Most businesses are so busy trying to get new customers in the front door that they pay far too little attention to the ones that are walking out the back! Whether you're challenged by today's "soft" economy or you've been able to hold your own, one thing's for sure: Customer Loyalty remains the key to your business success. Your customers ARE your bottom line. And if their business goes elsewhere, so will your profits! This handbook will help you prevent that! The proven concepts found in these pages will heighten everyone's awareness of the importance of Customer Loyalty ... and equip them with techniques and strategies for building it.
| Author | : Deborah J. MacInnis |
| Publisher | : M.E. Sharpe |
| Total Pages | : 449 |
| Release | : 2009-07-06 |
| Genre | : Business & Economics |
| ISBN | : 0765637782 |
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. The Handbook of Brand Relationships includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.
| Author | : Tom Fishburne |
| Publisher | : |
| Total Pages | : 214 |
| Release | : 2017-10-24 |
| Genre | : Marketing |
| ISBN | : 9780999070314 |
"Tom is the David Ogilvy of cartooning." --Seth Godin, author of Purple Cow From the birth of social media to digital advertising to personal branding, marketing has transformed in the past 15 years. Capturing these quintessential moments in marketing is Marketoonist, a popular cartoon series from veteran marketer Tom Fishburne. Your Ad Ignored Here collects nearly 200 of these hilarious and apt depictions of modern marketing life on the 15th anniversary of the series. Fishburne began to doodle his observations in 2002 when working in the trenches of marketing. Initially intended for co-workers, they are now read by hundreds of thousands of marketers every week. The cartoons' popularity stem not only from their deft reflections on latest trends, but their witty summary of the shared experiences of marketing -- handling a PR crisis, giving creative feedback to an agency, or avoiding idea killers in innovation. Your Ad Ignored Here gives voice to the challenges and opportunities faced by people working in business everywhere. Readers regularly inquire if Fishburne is spying on them at work. Whether or not you work in marketing, these cartoons will make you laugh ... and think about our rapidly evolving world of work. Tom Fishburne started drawing cartoons on the backs of business cases as a student at Harvard Business School. Fishburne's cartoons have grown by word of mouth to reach hundreds of thousands of marketers every week and have been featured by The Wall Street Journal, Fast Company, and The New York Times. His cartoons have appeared on a billboard ad in Times Square, helped win a Guinness World Record, and turned up in a top-secret NSA presentation released by Edward Snowden. Fishburne draws (literally and figuratively) from 20 years in the marketing trenches in the US and Europe. He was Marketing VP at Method Products, Interim CMO at HotelTonight, and worked in brand management for Nestlé and General Mills. Fishburne developed web sites and digital campaigns for interactive agency iXL in the late 90s and started his marketing career selling advertising space for the first English-language magazine in Prague. In 2010, Fishburne expanded Marketoonist into a marketing agency focused on the unique medium of cartoons. Since 2010, Marketoonist has developed visual content marketing campaigns for businesses such as Google, IBM, Kronos, and LinkedIn. Fishburne is a frequent keynote speaker on marketing, innovation, and creativity, using cartoons, case studies, and his marketing career to tell the story visually. Fishburne lives and draws near San Francisco with his wife and two daughters. All of his cartoons and observations are posted at marketoonist.com. Advance Praise for Your Ad Ignored Here "If marketing kept a diary, this would be it." --Ann Handley, Chief Content Officer of MarketingProfs "Laugh and learn at the same time. BTW, if you don't laugh, you're clueless, and the cartoon is about you." --Guy Kawasaki, Chief evangelist of Canva, Mercedes-Benz brand ambassador "Tom Fishburne has a knack for marketing humor (and truth) like no other." --Lee Odden, CEO, TopRank Marketing "Any great piece of comedy is funny because its true. Well, no one has gathered marketing truths through painfully awkward insights and hilarious delivery the way Tom has." --Ron Tite, Author, Everyone's An Artist (Or At Least They Should Be)
| Author | : Matthew Dixon |
| Publisher | : Penguin |
| Total Pages | : 258 |
| Release | : 2013-09-12 |
| Genre | : Business & Economics |
| ISBN | : 0698137582 |
Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wrong? In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they’ve turned their research and analysis to a new vital business subject—customer loyalty—with a new book that turns the conventional wisdom on its head. The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely even question it. They devote untold time, energy, and resources to trying to dazzle people and inspire their undying loyalty. Yet CEB’s careful research over five years and tens of thousands of respondents proves that the “dazzle factor” is wildly overrated—it simply doesn’t predict repeat sales, share of wallet, or positive wordof-mouth. The reality: Loyalty is driven by how well a company delivers on its basic promises and solves day-to-day problems, not on how spectacular its service experience might be. Most customers don’t want to be “wowed”; they want an effortless experience. And they are far more likely to punish you for bad service than to reward you for good service. If you put on your customer hat rather than your manager or marketer hat, this makes a lot of sense. What do you really want from your cable company, a free month of HBO when it screws up or a fast, painless restoration of your connection? What about your bank—do you want free cookies and a cheerful smile, even a personal relationship with your teller? Or just a quick in-and-out transaction and an easy way to get a refund when it accidentally overcharges on fees? The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. The authors lay out the four key pillars of a low-effort customer experience, along the way delivering robust data, shocking insights and profiles of companies that are already using the principles revealed by CEB’s research, with great results. And they include many tools and templates you can start applying right away to improve service, reduce costs, decrease customer churn, and ultimately generate the elusive loyalty that the “dazzle factor” fails to deliver. The rewards are there for the taking, and the pathway to achieving them is now clearly marked.
| Author | : Harvard Business Review |
| Publisher | : Harvard Business Press |
| Total Pages | : 234 |
| Release | : 2011 |
| Genre | : Business & Economics |
| ISBN | : 1422162524 |
How do you keep your customers coming back - and get them to bring others? This collection of HBR articles helps you: turn angry customers into loyal advocates; get more people to recommend you; boost customer satisfaction by satisfying your employees; and, focus on profitable customers - whether they're loyal or not.
| Author | : Bryan Pearson |
| Publisher | : Penguin |
| Total Pages | : 110 |
| Release | : 2013-07-09 |
| Genre | : Business & Economics |
| ISBN | : 0698138236 |
The bestselling author of The Loyalty Leap applies the principles of customer intimacy to a business-to-business context. Since the publication of New York Times bestseller The Loyalty Leap, Bryan Pearson’s customer loyalty approach to marketing has changed the way many organizations use their customer data. Small coffee shops and large corporations have applied the Loyalty Leap principles to effectively deliver mutual value to customers. But many readers have asked the same question: “How can I apply these lessons in a business-to-business context?” While the principles outlined in The Loyalty Leap hold true whether the customer is an individual or a business, the application of the Loyalty Leap steps can vary. While an individual might respond favorably to one sales pitch, a large corporation with a complicated sales chain might respond very differently. Drawing on his own experience and extensive research, Pearson helps B2B marketers avoid the pitfalls of loyalty marketing to businesses. He helps marketers segment their market into small business, large enterprise, and channel marketers, and explains how a customer loyalty plan can be adapted for each segment. Sharing case studies of successful B2B loyalty initiatives from leaders such as American Express, PHX, Teradata and Salesforce.com, he shows that B2B organizations can successfully take The Loyalty Leap. The Loyalty Leap for B2B is a practical guide that will help you cultivate loyalty among your business customers.
