Brand Loyalty
A few weeks ago, I was having a conversation with a friend about top brands around the world, and how they carry themselves, whether it be through a commercial, or how their sales people interact with customers in a store. The first brand that came to mind for me was Apple. Though my friend is in a completely different industry, he agreed.
In marketing, brand loyalty consists of a consumer’s commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy. True brand loyalty implies that the consumer is willing, at least on occasion, to put aside their own desires in the interest of the brand. via
I can’t say that I’ve ever seen more brand loyal people than Apple customers. I am one myself, and in the short year that I’ve been a customer of Apple, I’ve come to realize how strong Apple’s brand is to it’s customers. I can honestly say that I probably won’t consider any other type of brand for a computer for a long time. Not that others are bad, but just because I think Apple is that good.
I try and compare other brands to Apple, and though that might be high hopes, the results are often disappointing. Verizon is an example, who wants to be known as very reliable, however, when I was a customer, I spent too many hours in their stores fixing problems that I’ve had with their service. When I speak with their sales people, I don’t get that “reliable” vibe. I get the “I just want my paycheck” vibe. This is just one example of many that I could give.
Aside from Apple, I’ve tried to think of other brands that have that same type of loyalty, or even close, and only a few come to mind, which are Volkwagen(so I’ve heard), and Nintendo.
I’m curious to know of other big brands that have the kind of following and loyalty similar to Apple. Can you think of any?
5 Comments
Adidas for sportswear, NEC for monitors. Those are I am passionate about
And I second for Apple too. Some brands are not as high-profile, but still enjoy high customer loyalty and respect.
I don’t think a brand necessarily has to be high profile for customers to be loyal.
One word; Google
Good call Steve! I am completely loyal to Googles products also. Being an Apple fan just clouds my vision of all the other good stuff!
I think brand loyalty can be greatly affected depending on the degree of formal interaction a customer has with that brand/company.
For example when an individual purchases an Apple product (like an iPod), unless something goes physically wrong with it, their direct experience with the brand is a one-off. All further brand development (for the customer) is in majority a by-product of their interaction with the end-product (which in the case of an iPod is v.good).
With brands like Verizon, BT, Virgin Media, Orange, etc an individuals direct interaction with the brand is multi-faceted. Impressions are generated from not just the end-product, but customer service (bills etc), effective price changes, quality of service, etc. This, if the average quality is not up to standard, can have a serious adverse effect on a customers brand loyalty. Hence the reason why companies (such as Apple) more often than not have a much stronger sense of brand loyalty from their customers than many other major brands.