Brand loyalty is the core value of a brand. It consists of five parts:
1, no brand loyalty
This layer of consumers will constantly change brands, brands do not agree, and they are very sensitive to prices. Choose the one with low price. Many low-value consumables, the same industry habits and consumer goods have no brand loyalty.
2. Habitual buyers
Consumers at this level are loyal to one brand or several brands, have fixed consumption habits and preferences, know well when buying, and our goal is clear. If there are obvious incentives for competitors, such as price concessions, advertisements, unique packaging and promotions, consumers are encouraged to try other means. If you continue to buy or buy a product, you will switch brands to buy other brands.
3. Satisfied buyers
This is a brand that the original consumer has been quite satisfied with, and the brand conversion has generated anxiety risks, that is, buying a new brand will be risky, the risk will be effective, and the risk will be adjusted.
4. Perceptual buyers
Consumers at this level have love and affection for brands, and some brands are their feelings and souls, such as some consumers use toothpaste and soap from China every day, some children drink milk from Wahaha every day, and Coca-Cola's violent formula caused by the parade. , can last forever, that is, consumers have become friends, life, necessities, and are not easily replaced.
5. Loyal buyers
This level is the highest brand loyalty, and consumers not only have feelings for the brand, but even have pride. Such as Omega watches, BMW cars, Rolls-Royce cars, Montague clothes, crocodile clothes, Nike shoes, etc. are all buyers with this mentality.
The value of brand loyalty is mainly reflected in the following aspects:
1, reducing marketing costs and increasing profits.
What is the value of loyalty to creation? There is a direct causal relationship among loyalty, value and profit. The famous "second and eighth principles" in marketing, that is, 80% of the performance comes from 20% of regular customers. For enterprises, the importance of finding new customers is self-evident, but the cost of maintaining an old customer is only one-seventh of that of developing a new customer. In the era of meager profit, loyalty marketing has become priceless. Many enterprises in China focus on finding new customers, but are indifferent to improving the satisfaction and loyalty of existing customers. The purpose of an enterprise is to create value,
Not just for profit. Creating value for customers is the foundation of building a successful enterprise. Creating excellent value is conducive to cultivating the concept of customer loyalty, which will be transformed into profit growth and enterprise value, and enterprise value and loyalty jointly create the true meaning of an invincible enterprise.
2. It is easy to attract new customers.
High brand loyalty representing each user can become a living advertisement, which will naturally attract new customers. Under the influence of word-of-mouth marketing: a customer's satisfaction will bring potential business 8t; An dissatisfied customer will affect the purchase intention of 25 people. Therefore, a satisfied customer who is willing to establish long-term stability for the enterprise will bring considerable profits to the enterprise. Work represents brand loyalty, indicating that consumers are satisfied with the brand.
3. Expand sales channels and increase motivation.
Members with high brand loyalty and sales channels are in a relatively active position in the negotiations. Of course, selling profitable products to dealers and products with high brand loyalty are naturally welcomed by dealers. In addition, the self-image of dealers also depends on the products they sell to improve. Therefore, products with high brand loyalty are more smooth on the road of development, and it is easy to obtain more favorable trade terms, such as running to the best position for display after delivery.
4. Greater flexibility in the face of competition.
The market competition in the marketing era is increasingly reflected in the competitiveness of brands. When faced with the same competition, consumers can have more time to develop new products and improve their aggressive strategies to deal with competitors because of their high brand loyalty and slow change.
1, humanized to meet consumer demand
Enterprises should enhance brand loyalty, win the goodwill and trust of consumers, and all activities of enterprises should focus on consumers, and services should meet the needs of consumers. Let customers have unforgettable, pleasant and comfortable feelings when purchasing products and enjoying service. Therefore, in the process of brand marketing, we must link short-term interests with long-term interests, faithfully fulfill our obligations and social responsibilities, and win the trust and support of consumers with practical actions and honest image. With a reputable brand, why worry about no market and no brand of Wang? This is a brand that operates according to market rules.
Loyalty is linked to value creation, and enterprises create more value for customers, which is conducive to cultivating customer loyalty, while brand loyalty and profits will bring about the growth of enterprises.
Loyalty is linked to value creation, and enterprises create more value for customers, which is conducive to cultivating customer loyalty, while brand loyalty and profits will bring about the growth of enterprises.
Enterprises should enhance brand loyalty, win the goodwill and trust of consumers, and all activities of enterprises should focus on consumers, and services should meet the needs of consumers. Let customers have unforgettable, pleasant and comfortable feelings when purchasing products and enjoying service. Therefore, in the process of brand marketing, we must link short-term interests with long-term interests, faithfully fulfill our obligations and social responsibilities, and win the trust and support of consumers with practical actions and honest image. With a reputable brand, why worry about no market and no brand of Wang? This is a brand that operates according to market rules.
1, humanized to meet consumer demand
Operation is also a universal law and the best way to increase brand loyalty. The brand should spare no effort to do it seriously, and avoid making impetuous and rash mistakes because of pursuing short-term interests, otherwise, it will inevitably lead to the brand's nowhere to go and eventually self-destruction.
People are to meet the needs of consumers and have a real understanding of consumers. Only domestic brands provide most of the product value and main functions, but they are far from meeting the demand for Excellence, which is incomparable to foreign brands. China's ham is nutritious, unique in flavor and easy to carry, but the food is not open, so we must find a pair of scissors to cut it open. The manual handle of American Gillette shaver not only has raised lines with rings to increase friction and prevent the shaver from slipping and scratching hands and face, but also wants to coat a layer of rubber on the raised lines to make customers' hands fit the skin better and more comfortable when using them.
The convex lines in the rubber wear-resistant layer make customers feel more comfortable when using.
2. Product innovation
3. Provide value-added products
The quality of products is the basis of brand loyalty from customers. The history of many brands in the world tells us that consumers' loyalty to brands can also be said to be loyalty to the quality of their products in a sense. Only products with excellent quality can truly establish a "brand" that is welcomed by consumers in people's minds. The continuous innovation of products makes consumers feel the continuous improvement of quality.
Haier's air conditioners and washing machines will introduce new functions and new technology products every year; Motorola and Nokia launch a new mobile phone every year; Procter & gamble company. Oil and gas company. Wulan, Head & Shoulders' products, such as the modification of new products with new formulas from time to time, are exciting, which makes people feel that enterprises have been striving to improve product quality for consumers.
Whoever can provide additional value-for-money benefits for consumers will win customers.
4. Effective communication
The quality of products is judged by the satisfaction of consumers, which truly takes consumers as the center; We should not only pay attention to core products and tangible products, but also provide more additional products. Haier's maintenance personnel not only spend time repairing refrigerators and air conditioners; Customers can get more, people who are greeted politely and warmly by maintenance personnel, users who bring their own drinks without drinking water, and users wear plastic shoes to avoid soiling the floor at home. Haier's after-sales service provides consumers with an unexpected benefit, which greatly improves the brand evaluation and acceptance of consumers. The product of the homogenization era,
Enjoy a convenient, practical and interesting communication experience. At the same time, Nokia Club provides fascinating photos of the world. Nokia Club chooses a series of internationally renowned brands, including He Man, Sanrio, EMI, Universal, etc. Nokia users can personalize their mobile phones.
Enterprises maintain and enhance brand loyalty through effective communication with consumers, such as establishing customer database, regular visits, public relations, advertising and so on. Establish a customer database, select appropriate customers, classify customers, select customers who retain value, and formulate customer loyalty plans; Understand customer needs and effectively meet customer requirements; Establish a long-term and stable relationship of mutual needs and assistance with customers. Mainly based on advertising communication, advertising can enhance consumers' familiarity and trust in the brand, and make consumers love and loyal to the brand.
(A) the number of repeat buyers
In a certain period of time, the more customers buy a certain brand product repeatedly, the higher their loyalty to the brand, and vice versa. It should be pointed out that when determining the reasonable limit of this index, it must be treated differently according to different products.
(2) The length of time for customers to arrive
According to the law of consumer psychology, customers must go through a comparative selection process to buy goods, especially goods. However, due to the difference of trust in different products, the length of time for customers to buy and choose is different. Generally speaking, the shorter the customer's choice time, it means that he has formed a preference for branded goods, and the higher the brand loyalty, on the contrary, it means that his loyalty to the brand is lower. When using this standard to measure brand loyalty, it is important to remove the influence of product structure and use difference.
(C) Customer's price sensitivity
The price of consumers is very important, but this does not mean that consumers are equally sensitive to the price of various products. Facts have proved that, because of their love and trust in products, consumers have a strong ability to withstand price changes, that is, their sensitivity is low; And who doesn't like this product, consumers are highly sensitive to its price changes. This can also be a measure of consumer brand loyalty. When applying this standard, customers should pay attention to three factors: the necessity of products, the supply and demand of products and market competition. In practical application, to measure the relationship between price sensitivity and brand loyalty,
Rule out these three factors.
(d) Customer's attitude towards competitive products
The change of brand attitude and the emergence of more competitive products. According to customers' attitude towards competitors' products, customers can determine the loyalty of other brand products. If customers are interested in the products of strong competitors, the description of goodwill and brand loyalty is low. If customers don't have other good brands, their interest in notes is low and their brand loyalty is high.
(E) Customer's attitude towards product quality
Any enterprise may have product quality problems for various reasons, even the brand is inevitable. If customers have a good impression of the brand and high loyalty, they will be tolerant and sympathetic to the problems of the enterprise, and I believe that the enterprise will solve them soon. If there is a problem with the brand loyalty of a low-quality product, the customer will be very sensitive and will probably stop buying the product.
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