Building Customer Brand Loyalty
Brand loyalty helps in building a strong customer base which in turn serves as a tool to surpass competitors and attain a competitive edge that is required to succeed in the marketplace.
Brand loyalty is a pattern of consumer behavior through which consumers tend to get committed to a specific brand or product and make repeat purchases over time. Businesses plan different creative marketing strategies like reward and loyalty programs, incentives, trials and brand ambassadors to create brand loyalty. Those who are loyal to a particular brand do not purchase a substitute brand in case the preferred brand is unavailable. Loyal customers search multiple stores for their preferred brands are more likely to forego their purchase in case the brand is not available.
This buying decision can be either conscious or unconscious, however, it is based upon trust that the brand fulfils the consumers. Brand loyalty is based upon emotional involvement which is created between the brand and the consumer. It is perceived by the customer that the brand will fulfill some type of emotional want or physical need in a unique way and which evokes emotions during the process of purchasing and using it.
In terms of definition, brand loyalty is the emotionally-charged decision of a consumer for purchasing a particular brand again and again. The consumer has the perception that the particular brand has the qualities that will meet their expectations and identifies with the consumer at a personal level.