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¶ … Loyalty'
"Three aspects of Concept: Brand Experiences, Brand Image and Customer Satisfaction.
I must discuss and give examples of how each brand inspires loyalty. Name a few brands.
The seven brands that inspire the most loyalty, according to business website ("Main Street") are the following:
Dunkin Donuts
Facebook
Cheerios
Apple computers
Sam Adams
The Yankees
Each of these fits the definition of brand experiences as conceptualized by Brakus et al. (2009) as something which consists of sensations, feelings, cognitions, and behavioral responses. Each of these factors too is evoked by certain aspects of the brand's packaging such as environment, communication, and overall stimuli. Brand experience, therefore, according to Brakus et al. (2009) is synonymous to brand image which essentially consists of four dimensions: sensory, affective, intellectual, and behavioral. When each of these four concrete dimensions is fulfilled, customer loyalty is the end result since the customer has been satisfied in all sensory and evaluative dynamics.
Some of the 7 brands mentioned are easy to measure against these measurements. Some, such as Ford, for instance, are more arguable and may need other conditions. Apple computers, however, is a clear hit. Its aesthetic design and simple-to-use form, as well as unswerving utility produce satisfied consumers. It meets all dimensions of sensory, affective, intellectual, and behavioral. Dunkin Donuts portrays similar value wooing consumers with service, quality, and variety. One of the researchers releasing the report in fact attributes this to Dunkin Donuts loyal customers:...
Cheerios continues to market itself as a product that's good for children and family, pushing its proven health benefits.
These messages resonate with consumers precisely due to the fact that they satisfy sensory, affective, intellectual, and behavioral factors.
At least one of these 7 brands relies on Country of Origin (COR) to heighten its appeal. COR refers to the fact where some brands are deliberately associated with certain countries so that the image of the country becomes associated with the brand. For instance, Germany has a certain reputation for efficiency and quality. Knowing that consumers may be more attracted to products that are associated to Germany by German name (for instance), some companies exploit that using image to craft their product. Other CORs include Japan and China, each of which has attractive associations too (Bilkey & Erik Nes, 1982). In this example, we have the Sam Adams beer which markets itself as brewed in Boston promoting associations of scholarliness, old time worldliness, American values, and, possibly, sports and culture.
The Country of Origin concept also has links to the idea of product being linked to a celebrity, for instance Nikes using Michael Johnson as celebrity to sell their footwear. The product thus becomes linked with the celebrity and…
references. It looks ahead. Brand image, on the other hand, is subjective, particular (rather than general), and looks back (to subjective experience) in forming one's opinion about the brand (MSG; online).
Brand identity is active; the company invests enormous expense, thought, time, and effort into creating its brand. Image, on the other hand, is passive. It is the consumer's experience with the brand or his experience with image associations of brand.
Finally, brand identity signifies the company's promise to consumer about deliverance of their brand. Brand image, on the other hand, signifies the consumer's experience with the brand: whether or not she is satisfied (managementstudyguide.com, online).
Each of the 7 brands listed above were packaged with their own identity. Each of them gained a certain image that according to Barkus et al. (2009) satisfied clients in the dimensions of sensory, affective, intellectual, and behavioral. At least three of them also provided COR associations. The result is a product that produces a satisfied customer. And a satisfied customer -- if he/she remain so -- becomes a loyal one.
Sources
http://www.managementstudyguide.com/identity-vs.-image.htm
http://www.divinecaroline.com/32/87451-seven-companies-inspire-most-brand/2
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