8_m603F10rb_loyalty

8_m603F10rb_loyalty - Building Brand Loyalty 1 Batras...

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Building Brand Loyalty 1 Batra’s Branding Pyramid Loyalty/Bonding Leadership Reputation Trust/Confidence D.R.U.M. Associations/Imagery © Rajeev Batra 1 High Spontaneous Awareness, Identity Perceived Technical Quality Consumers Are Passionate About Their Favorite Brands © Rajeev Batra 3
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Building Brand Loyalty 2 Why Create Brand Loyalty? How? Is “loyalty” different from “repurchase behavior”? © Rajeev Batra Is Loyalty “better”? © Rajeev Batra 5
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Building Brand Loyalty 3 Ways to Increase Brand Loyalty? Increase Customer Satisfaction (how?. ..$) Create “emotional bonds” Brand Communications: Meaningful Associations Brand Experiences Databased recognition and relationship building (using CRM techniques, databased marketing) Newsletters Clubs/Communities/Events © Rajeev Batra 6 Repurchase Incentives Loyalty programs Special anti-attrition promotions © Rajeev Batra 8
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Building Brand Loyalty 4 Statistical Modeling Benefit Impact Weights Impact Weights 0 (Convenience) (Hours Open) FGs Customer Satisfaction Customer Loyalty 1 Benefit 2 Impact Weights 0.7 6.8/10 7.5 /10 0.3 0.6 © Rajeev Batra 9 Benefit 3 Product/ Service Attributes 8.3/10 8.9/10 Impact=Effect of a 1 percent change
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8_m603F10rb_loyalty - Building Brand Loyalty 1 Batras...

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