Brand loyalty
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In marketing, brand loyalty describes a consumer's positive feelings toward a brand and their willingness to purchase the brand's products and/or services repeatedly, regardless of defects, the actions of a competitor, or changes in the environment. Let's say you have been using Apple for a long time. And you want
Trade in your iPhone 8 that you once bought on recommendation. Here are 3 smartphones to choose from that will go on sale in the next 2 months. One of them is /"iPhone 13/" and the others are /"Google Pixel 6/" and /"Samsung Note 21/". Let's say you choose an Apple smartphone. However, if we compare the technical characteristics, there are small differences between these three phones that are not noticeable in daily use. But why in such a situation, it is most likely the iPhone 13? The reason for the occurrence of such an imaginary scenario is explained by the term /"brand loyalty/" in marketing. In simple words, the term /"brand loyalty/" explains that when a buyer goes shopping, he buys only the products of that brand because he has positive feelings about a particular brand. For example, you can think of daily or monthly grocery shopping at your home. If you are satisfied with a product of a company, you will buy that product without thinking about it. For example, your monthly shopping includes buying tea. If you are a first-time buyer, you will have several options to consider.
Let's say you chose tea A from these options and were satisfied with the product while using it. On your next purchase, you will put a product of the brand /"A/" in your shopping cart without even thinking about it.
It is clear that companies are taking certain steps to build brand loyalty in their
potential buyers. But before we talk about these steps, let’s look at the
psychological reasons why people feel brand loyalty. One of the factors that increase brand or brand loyalty is social identification. Social identification is a feeling of belonging to a group that we humans have. This feeling leads us to have different values. For this reason, companies show in their advertising that they share common values with you and make you feel like you belong to their group. This type of relationship between the company and the buyer also increases trust and word of mouth. In the meantime, let me say that the “word of mouth” type of advertising means that people like the product and recommend it to others. Of course, brand loyalty can be explained from several additional psychological perspectives. But finally, let's end this topic by finding an answer to this question: “How can you increase the feeling of brand loyalty in companies?” It is clear that each of us has certain habits. Even when shopping, our habits can influence our decisions. For example, imagine that instead of being picky, you have the habit of doing things as quickly as possible. This habit can cause you
Use a product that is inferior to others, if not overall. Imagine you want to order food. Even though the restaurant far away offers better service, you order from the nearby restaurant so you don't have to wait too long. And because you do this consistently, the service of this restaurant is already superior in your eyes compared to the other one. This is called the /"continuous exposure effect/" in psychology.
Now let's go back to the question I asked earlier: how can companies improve their customers' brand loyalty? One of the first answers that comes to mind when asked this question is having some advantages over the competition. Before I get into that, I want to tell you that this is not always one of the reasons that leads to brand loyalty. Because as I said before, our habits can prevent it. That is, instead of a better product or service, we can choose what is easy to get. But apart from that, creating a difference between you and your competition can give you an advantage. This difference does not have to be very big. Consider a hotel, for example. In its slogan, it emphasizes that it offers the same standards at a cheaper price and is therefore closer to you. So, with this price difference, it emphasizes that it treats you like a friend and creates a bond between the customer and the company. As I said before when I
I talked about social identification. They make you feel like you're in a group with them. That alone increases the feeling of loyalty to the brand. Or on the contrary, you can gain the loyalty of a certain group of people by offering a higher quality service. Another factor that increases this feeling is good customer service. In our previous videos, we talked about how important customer service is. There are a number of steps you can take to improve customer service.
Trade in your iPhone 8 that you once bought on recommendation. Here are 3 smartphones to choose from that will go on sale in the next 2 months. One of them is /"iPhone 13/" and the others are /"Google Pixel 6/" and /"Samsung Note 21/". Let's say you choose an Apple smartphone. However, if we compare the technical characteristics, there are small differences between these three phones that are not noticeable in daily use. But why in such a situation, it is most likely the iPhone 13? The reason for the occurrence of such an imaginary scenario is explained by the term /"brand loyalty/" in marketing. In simple words, the term /"brand loyalty/" explains that when a buyer goes shopping, he buys only the products of that brand because he has positive feelings about a particular brand. For example, you can think of daily or monthly grocery shopping at your home. If you are satisfied with a product of a company, you will buy that product without thinking about it. For example, your monthly shopping includes buying tea. If you are a first-time buyer, you will have several options to consider.
Let's say you chose tea A from these options and were satisfied with the product while using it. On your next purchase, you will put a product of the brand /"A/" in your shopping cart without even thinking about it.
It is clear that companies are taking certain steps to build brand loyalty in their
potential buyers. But before we talk about these steps, let’s look at the
psychological reasons why people feel brand loyalty. One of the factors that increase brand or brand loyalty is social identification. Social identification is a feeling of belonging to a group that we humans have. This feeling leads us to have different values. For this reason, companies show in their advertising that they share common values with you and make you feel like you belong to their group. This type of relationship between the company and the buyer also increases trust and word of mouth. In the meantime, let me say that the “word of mouth” type of advertising means that people like the product and recommend it to others. Of course, brand loyalty can be explained from several additional psychological perspectives. But finally, let's end this topic by finding an answer to this question: “How can you increase the feeling of brand loyalty in companies?” It is clear that each of us has certain habits. Even when shopping, our habits can influence our decisions. For example, imagine that instead of being picky, you have the habit of doing things as quickly as possible. This habit can cause you
Use a product that is inferior to others, if not overall. Imagine you want to order food. Even though the restaurant far away offers better service, you order from the nearby restaurant so you don't have to wait too long. And because you do this consistently, the service of this restaurant is already superior in your eyes compared to the other one. This is called the /"continuous exposure effect/" in psychology.
Now let's go back to the question I asked earlier: how can companies improve their customers' brand loyalty? One of the first answers that comes to mind when asked this question is having some advantages over the competition. Before I get into that, I want to tell you that this is not always one of the reasons that leads to brand loyalty. Because as I said before, our habits can prevent it. That is, instead of a better product or service, we can choose what is easy to get. But apart from that, creating a difference between you and your competition can give you an advantage. This difference does not have to be very big. Consider a hotel, for example. In its slogan, it emphasizes that it offers the same standards at a cheaper price and is therefore closer to you. So, with this price difference, it emphasizes that it treats you like a friend and creates a bond between the customer and the company. As I said before when I
I talked about social identification. They make you feel like you're in a group with them. That alone increases the feeling of loyalty to the brand. Or on the contrary, you can gain the loyalty of a certain group of people by offering a higher quality service. Another factor that increases this feeling is good customer service. In our previous videos, we talked about how important customer service is. There are a number of steps you can take to improve customer service.
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