BRAND

LOYALTY

Salomon Eldhose
SME-2022-21-33
  MEANING

 DEFENITION

CONTENTS  TYPES

 BRAND LOYALTY TREE

 Brand loyalty is when customers continue to purchase
from the same brand over and over again, despite
competitors offering similar products or services. Not
only do customers continue engaging and purchasing
MEANING from the same brand, but they also associate positive
feelings toward that brand.
DEFINITION
The American Marketing Association defines
brand loyalty as: “The situation in which a
consumer generally buys the same
manufacturer-originated product or service
repeatedly over time rather than buying from
multiple suppliers within the category.”
1. Hard-Core Brand Loyalty
2. Split-Customer Brand Loyalty
3. Shifting-Customer Brand Loyalty TYPES
4. Switchers
 1. HARD-CORE BRAND LOYALTY

Hard-core brand loyal customers are enthusiastic about a particular brand and only associate
with it positively. That means the consumer had an exceptional experience, and they
remember the brand fondly.

 For example, Apple exhibits hard-core customer loyalty when it releases a new iPhone.
Since many people associate the brand with high-quality status, loyal customers can easily
convince others to buy the new iPhone.
 2. SPLIT-CUSTOMER BRAND LOYALTY

Split customers are loyal to more than one brand but limit their options to two or three
brands. These consumers into hard-core customers by nudging them a bit. But
converting them can be challenging since most of them are aware of other options.

 An example of split loyal can include Delta Airlines, United Airlines, and American
Airlines. Customer may have the best experiences traveling with Delta Airlines, but
they can also have positive experiences with American Airlines and United Airlines.
So, the customer will have no problems flying with any of the three airlines.
 3. SHIFTING-CUSTOMER BRAND LOYALTY

Shifting loyal customers have a mix of hard-core and split loyalty.

Generally, such customers will buy their products from one brand for a certain period
before switching their loyalty to another. They’ll then remain loyal to the second brand.

 One example of shifting loyal customers can be the case of Burger king. Consumers may
prefer to take a specific yogurt brand over an extended period, and they’ll be faithful to
that yogurt taste. But after they’ve become used to it, they may attempt other brands.
 4. SWITCHERS

Switchers is the type of brand loyalty where customers are not loyal towards any brand.
They simply look for the cheapest or best or most effective product irrespective of the
brand or company.
 A brand loyalty tree is a conceptual model that represents the factors and
stages influencing customer loyalty towards a particular brand. It
visualizes the various elements that contribute to building and sustaining
customer loyalty.
BRAND
LOYALTY
TREE
1. TOP OF THE MIND
A consumer purchases one of the top three brands among the list.

2. BRAND AWARENESS
The degree in which a consumer is familiar with brand.

3. BRAND RECALLING
The ability of a consumer to remember a brand, after the use of a certain brand.

4. BRAND IGNORANCE
consumer ignoring or avoiding the brand, consumer being ever stimulated by advertising.
Thank you
salomoneldhse@gmail.com