News »Browse Articles »
One-Night Stands: Not the Love Brands Need
0
One-Night Stands: Not the Love Brands Need
Consider, for a moment, how many people you have ever had sexual intercourse with. Now compare that figure with the number of people you have been in love with.
Really in love. So in love that you could not live without them or consider being with anyone else. Chances are that the first number is a lot bigger than the second. Most people in their lifetime will make love to many different partners, but it is highly unlikely that they will fall in love more than once or twice.
It is the same way with brands. In our lives as consumers we will buy thousands of different brands. We may even re-buy many of these brands over and over again.
But this does not necessarily mean that we are brand-loyal. Consumers can repurchase a brand because it is the cheapest, because the product or service is deemed to be the best available, or they may remain loyal because of the switching costs associated with changing their preference from one brand to another. These are all reasons for loyalty, but not brand loyalty.
When consumers are brand loyal they love you for being you, and they will very rarely consider any other alternative brand as a replacement.
Tony O`Reilly, the former chief executive at Heinz, is a remarkable man.
Aside from transforming Heinz under his leadership, he also has a PhD in marketing, a knighthood from the Queen, and even 10 caps playing rugby for the British Lions.
But his greatest achievement was defining the concept of brand loyalty.
Source:
http://www.brandingstrategyinsider.com/brand_loyalty/
Really in love. So in love that you could not live without them or consider being with anyone else. Chances are that the first number is a lot bigger than the second. Most people in their lifetime will make love to many different partners, but it is highly unlikely that they will fall in love more than once or twice.
It is the same way with brands. In our lives as consumers we will buy thousands of different brands. We may even re-buy many of these brands over and over again.
But this does not necessarily mean that we are brand-loyal. Consumers can repurchase a brand because it is the cheapest, because the product or service is deemed to be the best available, or they may remain loyal because of the switching costs associated with changing their preference from one brand to another. These are all reasons for loyalty, but not brand loyalty.
When consumers are brand loyal they love you for being you, and they will very rarely consider any other alternative brand as a replacement.
Tony O`Reilly, the former chief executive at Heinz, is a remarkable man.
Aside from transforming Heinz under his leadership, he also has a PhD in marketing, a knighthood from the Queen, and even 10 caps playing rugby for the British Lions.
But his greatest achievement was defining the concept of brand loyalty.
Source:
http://www.brandingstrategyinsider.com/brand_loyalty/