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Creating Brand Loyalty

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Creating Brand Loyalty

The Management of Power Positioning and Really Great Advertising

AMACOM,

15 分钟阅读
10 个要点速记
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In the end, you don’t define your brand — your customers do.

Editorial Rating

8

Qualities

  • Applicable

Recommendation

How long has it been since you came across a book that you want to read twice? This book, with its eye-catching cover featuring the title as an embossed leather patch on the backside of a pair of blue jeans, is that kind of book. Authors Richard D. Czerniawski and Michael W. Maloney created this organized guide for marketing professionals and wrote it in a way that lets every reader learn. You are always told what you are about to learn, you’re tested on that knowledge and then you are given real-life examples that reinforce the lesson. The authors debunk "established" methods, which they find condescending to marketing professionals. They believe that most marketers are tactically strong, but need to learn more about the strategic requirements of creating brand loyalty. getAbstract strongly recommends this book to senior managers, marketers, academics and - if you want to be savvy, too - consumers.

Summary

The Age of Sameness

We live in an "age of sameness." The proliferation of consumer choices has not resulted in meaningful product differentiation. This lack of differentiation has affected brands in two very serious ways. First, it has eroded consumer loyalty. Consumers switch from brand to brand within a product segment more often now. Second, this erosion of loyalty has made marketers more dependent upon "price promotions and incentives to bolster sales." To reverse these trends, companies are trying to create and, in some instances, recreate that special bond with consumers known as brand loyalty.

Brand loyalty results when consumers feel that a brand goes beyond the tangible elements of a product. This special bond is the result of strategic efforts on the part of a company to create unique feelings about the brand. Products with brand loyalty include Hallmark Cards, Coca-Cola, Tylenol and Tide laundry detergent. To create brand loyalty, a company must skillfully develop the brand through positioning and advertising. While many people believe that brand loyalty results from effective marketplace tactics, the truth is that brand loyalty is the result of "power positioning...

About the Authors

Richard D. Czerniawski and Michael W. Maloney are managing directors of Business Development Network, a marketing consulting firm. Among other brand-building services, they conduct the Strategic Positioning and Ad College, which has trained marketing managers from Johnson & Johnson, Xerox, Nabisco, Pizza Hut and other Fortune 500 companies.

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