Brands and Loyalty
Brand Loyalty Defined
What is brand loyalty? Brand loyalty implies that consumers bind themselves to products (both goods and service)s as a result of a commitment.
Bloemer and Kasper further delineate brand loyalty into “spurious” and “true” loyalty. Spurious loyalty exhibits the following attributes:
- Behavioral response
- Expressed over time
- By some decision-making unit, with respect to one or more alternate brands
- A function of inertia
True brand loyalty includes the above, but replaces inertia with a psychological process resulting in brand commitment (Ref: Journal of Economic Psychology, Volume 16, Issue 2, July 1995).
What drives brand loyalty?
To better understand the process of preference, let’s first look at a basic communications model. The five components of this model are sender, medium, filter, receiver, and feedback. All messages are coded patterns and sensations – colors, sounds, odors, shapes, etc. Those messages deemed recognisable, or a basis for a relationship, are decoded and stored in our memory. A successful convergence between sender and receiver will result in some type of response to a brand’s compelling message (feedback).
Stored experiences in our long-term memory are connected through a series of nodes and networks. This node and connection process, called spreading activation, makes every person different” Since we all have different experiences, connections, and relationships, this supports a theory that the consumer, not the organisation, owns the brand.
Organisations seek to develop and project brand perceptions based on internally driven needs and goals. Although these concepts seem self-evident on the surface, organisations tend to ignore these laws in their daily branding activities.
- Perceptions are selective
- Memory is highly selective
- There is a physiological limitation to processing stimuli
- A dramatic difference is needed in crowded category
- How much of your message gets through the clutter depends
- Minds are both emotional and rational
- Purchasing decisions are really not known
- Recall—mind’s remember things that no longer exist