Brand Loyalty - Were Does It Come From and How to Use It?

It all comes down to selling better and more. It might seem that brand loyalty is an impossible task, illogical and unjustified. And yet for ages, customers have become attached first to symbols, and today - to logos. They choose products which they prefer, with which they identify, which make them feel good.

Impact of the Brand on Purchasing Decisions

The significance of the brand is something that has been appreciated only recently. The role of the brand has been confirmed by many scientific studies. A set of values that can be obtained with the purchase of a specific article plays a key role for a buyer looking for a product that meets his needs. A set of such benefits includes specific and predefined tangible and intangible features as well as functions. The buyer also assesses components such as time, conditions of purchase, as well as the place, and even whether the purchase is linked with additional services.

The consumer market is currently extremely saturated with various brands and constantly appearing new ones. Making purchasing decisions becomes hindered, the more so that newly-established brands are unknown. A very common factor determining the choice of one product or another are the associations accompanying thoughts about the brand. As a result, the power of the brand which comprises many factors translates into loyalty.

Use Potential and Raise Sales

How to build a brand? The answer is not unambiguous and is linked to many consumer behaviors. One of them is the previously mentioned loyalty. It’s a long-term behavior which the brand must earn through hard work. Once gained, it does not remain with the consumer forever. Loyalty can always be lost. On the one hand, the brand-building stage must be based on gaining loyalty, and on the other, on maintaining it.

We can distinguish four stages of building a brand basing on loyalty alone.

• cognitive loyalty – comparing the brand with others and verifying prices, quality, promotion, communication methods,
• loyalty resulting from infatuation – there are emotions that already bind together with the brand, as well as commitment that does not yet guarantee that we have gained a loyal customer,
• loyalty leading to staying – the customer already knows the product, it has met his expectations on many levels, the brand has become stronger. The consumer shows a will to use the offer again,
• loyalty of action – desire turns into a decision to make another purchase.

There are many stages of brand building. From questions like how to start building your own brand, through taking the first steps, drawing conclusions and creating the image of an expert to forming coherent messages and ensuring that the consumer’s perception of the brand is correspondingly positive.