Abstract This paper explains that the article "Customer/BrandLoyalty in an Interactive Marketplace," by Don Schultz and Scott Bailey identifies why some customers simply stop being brand-loyal for no apparent reason. The author points out the relationship between marketing research and marketing strategies and tactics based on the article.
From the Paper " In "Customer Brand Loyalty in an Interactive Marketplace", Don Schultz and Scott Bailey explain the goal of marketing research ... developing loyal customers...but identify a glaring disconnect between the loyalty that marketing research indicates will occur and the measure of loyalty that actually occurs. According to Schultz and Bailey customers who claim satisfaction in various research situations often drift away from the company or the brand anyway. Even customers who have exhibited brand or company loyalty through their purchases over time sometimes simply ...."
Abstract This paper examines how loyalty to a particular brand of product may be the way forward for future marketing strategies. Brandloyalty is a way of creating a relationship between the customer and the company so the customer does not go elsewhere.
From the Paper "In the future then, for all suppliers of both products and services, how to retain customers will be an important part of the marketing mix. The focus will be on relationship marketing, with companies needing to consider how to build an effective relationship between itself and the customer. Just as Groonroos predicted, companies will no longer be dealing with anonymous masses of customer. Instead, the customers will be considered in detail, with companies considering how to provide for the full needs of the customer."
Abstract This paper analyzes the factors that affect a customer's loyalty in the online services of financial service companies. It specifically provides evidence from the Greek stock market. The paper provides a conceptual profile of the financial services industry and how it has been affected by and has made use of innovations in information technology in recent years. It also looks at the four major pillars of the financial services industry. The paper then shows that the theory base for brandloyalty has been based on numerous efforts to model basic consumer behavior in terms of how consumers evaluate alternatives and make purchase decisions.
Table of Contents:
Review of the Literature
Definitions of Terms
Background and Overview
The Financial Services Industry and Information Technology
Customer Loyalty Considerations in the Financial Services Industry
BrandLoyalty and the Importance of Information Technology
Trust and Service Quality Issues
Costs of Switching Services
Chapter Summary
From the Paper "In addition, Das (2004) reports that recent advances in information technology have proven to be a facilitating factor for many financial services companies, improving the capability of both investors and creditors to manage their portfolios and undertake better risk analysis of credit and market risks. As Gerstman and Meyers emphasize, though, consumers will still seek out those financial services that can provide them with the best mix of online and traditional services that allow them to maintain existing market share and gain additional inroads on their competition. These authors note that, "Across that entire spectrum, the comprehensive definition of customer or brand experiences will help to shape and guide the way companies manage their brands and achieve competitive advantage" (p. 21). In the final analysis, then, customer satisfaction in and of itself is not sufficient and differentiation must be sought in the conscious development of customer commitment, i.e. loyalty and devotion that transcends short-term 'feel good' relationships by building interdependencies, shared values and mutually beneficial strategies (Lewis & Varey, 2000)."
Abstract The paper evaluates the effectiveness of discount vouchers as well as the development, launch and continued support of loyalty programs. The paper aims to illustrate how the combined effects of branding, marketing, public relations and promotional activities contribute to the development of a quantification of trust model of branding's impact on consumer behavior. The paper explains the research objectives and hypotheses of this research effort and outlines the methodology for a proposed study on this topic.
Outline:
Introduction
Literature Review
Brands and the Issue of Trust
Relying on Brands to Segment Using Trust
Research Objectives and Hypotheses
Methodology
From the Paper "In assessing the impact of brand on consumer purchasing behavior, the factors that influence successful execution of branding strategies are assessed in this literature review. Pricing's role in defining branding and differentiation is first discussed. The impact of pricing on branding has been widely studied, with research (McKinsey and Company) showing that the impact of pricing strategies on branding as the most significant factor in the marketing mix. Preslan (et.al.) discusses the need for pricing execution, pricing enforcement, and pricing optimization throughout industries that rely on price elasticity as a means of making pricing strategies more effective in supporting branding strategies. Pricing has also shown the need for having a more integrative approach to managing identity and differentiation, making pricing an integral component of a pricing management strategy."
Abstract This paper explains that JavaZip intends to build brand recognition and customer loyalty by focusing on attracting the first-time customer and building brandloyalty through heavy advertising and promotions during the first two years of operations. The author points out that JavaZip products will be offered through multiple distribution channels but primarily through on-site vendors at local businesses, on campus and in surrounding retail stores. The paper relates that JavaZip's marketing mix will include multiple components, concentrating on print advertising, local educational and athletic events, newspaper advertising and information and educational materials.
Table of Content:
Executive Summary
Mission Statement
Situational Analysis
Internal Analysis
Market Trends/Demographics
Market Growth
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Competition
Marketing Strategies
Target Market/Positioning/Product Strategies
Positioning
Pricing
Promotions
Implementation Strategies
Target Market - University Students
Target Market Business Professionals
Target Market - Travelers
Target Market - Athletes
Monitoring and Control Strategies
Milestone
From the Paper "JavaZip's primary purpose includes providing members of the community with the ability to enjoy a coffee flavored energy drink product with health benefits that promote optimal wellness. JavaZip is neither a coffee nor a soda, but a hybrid product that provides consumers with the best of both worlds. Unlike ordinary soda's, JavaZip contains no sugar and is infused with multiple vitamins and minerals to provide consumers with not only a coffee buzz but also the perk in their step they need to get through a tough day, a work out or a complex business meeting."
Abstract This paper explores the importance of branding in the automobile industry by using the Audi brand and company to illustrate many of the central aspects relating to the strategies and implications of branding within the industry. This study shows conclusively that a product or service brand is an essential aspect of commercial success in a very competitive age. The examples of the way that Audi has overcome various problems, discussed in the paper, show how important a brand is as a pivotal aspect of a company's success or failure. The writer notes that what is particularly noteworthy about the Audi brand is the innovative and creative way that the company has achieved its particular brand status.
Introduction
Research Methodology and Sources
The Importance of Branding Branding in the Automotive Industry
The Function and Significance of Branding Audi: A Case Study
Audi and Branding: Brief History
Discussion: The Example and Importance of Audi Branding Statistics and Figures
General Discussion
The Importance of Innovative Brand Marketing
Integrated Branding and Customer Relationships
Consolidating the Brand: Organization Structure and Staff Training
The Relationship between CRM and Branding Social Involvement and Alternate Reality Branding Overcoming Image Problems through Branding Conclusion
Works Cited
Appendix
From the Paper "Another aspect that relates to the importance of branding in a general sense is the increased global competition and "... increasing product homogeneity", which has brought fierce rivalry to the international markets and made it more difficult to maintain strong and durable brands. This factor has increased the importance and significance of branding, in that. "... it is likely that brands with strong consumer emotional ties will continue to grow in importance and significance.
Integrated branding is a concept and praxis that continually comes to the fore in discussions about contemporary branding practices. The concept of integrated branding is one which comes closer to the meaning that branding has for modern companies and particularly for the automotive industry. In essence this concept means that the entire strategy, in terms of organization and marketing of a product, is encapsulated in the creation and maintenance of a given brand. In other words, the brand becomes the measure of the relationship that is developed between the customer and the product or company."
This paper discusses branding and its application in two Israeli companies, including the use of urban space for advertising via the method of advertising on buildings and on billboards.
7,405 words (approx. 29.6 pages), 14 sources, 2002, $ 163.95
Abstract This paper compares the background and marketing programs of two companies operating in Israel: the Neviot mineral water company, an Israeli company, which is an aggressive marketer; and the Buiron homeopathy company, a Belgian company, which is a more traditional marketer. The author points out that Neviot was one of the first companies to adopt the advertising-on-building media by showing a huge bottle of mineral water painted on the wall of a thirty-six-story tower building located next to a freeway. This paper states that advertising on buildings is a form of urban decoration.
Table of Contents
Introduction
Branding and Space - Theoretical Background
The Meaning of Branding Branding and its Ramifications
Consumer's Perspective
The Firm's Perspective
Branding Approaches
Individual Product Brand Family or Blanket Brand Company Brand Distributor Brand Licensing
Brand Image and Perception
Marketing
Penetration
Market Development
Product Development
Diversification
The Art of Brand Construction
The Myth of BrandLoyalty The "Neviot" Company
The "Boiron" Company
Background
Main Groups
The Products ? Strengths and Weaknesses
Strengths
Weaknesses
The End Consumer
The Market Characteristics
The Development of the Market and Estimate of the Market Size
Marketing Strategy
General Strategy
Entering the Market ? General
Activity When Entering the Market
Survey
The Salesmen Force
Sales Promotion
Medical Reliability
Professional Advertisement
Summary and Conclusions
From the Paper "A brand is a name, concept, sign, symbol, example, decoration or combination of the aforementioned designed to identify the goods, products or services of an individual seller or a group of sellers, and to differentiate between these products and those of the competition. Brands shape the image and "personality" of the product, lending it features perceived as having overall quality by the consumer when they evaluate it against another product. Coca Cola is the name brand of a soft drink. There are several parameters used to assess soft drinks (taste, color, texture) but the manufacturer brands the name Coca Cola so that consumers can classify the drink in a certain category that provides it with perceived features beyond the regular ones. When consumers purchase Reebok sneakers, they are not only purchasing shoes but shoes along with the added value derived from the name. As a result, consumers are prepared to pay much more for Reeboks than for regular shoes."
Abstract In this article, the writer identifies the differentiations between Virgin Atlantic Airways and British Airways. The writer examines what factors contributed to Virgin Atlantic Airways success within a short period of time. The writer then looks at what other competitors in the field of big business airliners are doing to counter this success. The writer discusses research relevant to Virgin Atlantic Airways and its rival competitor, British Airways, to develop relevant insights concerning awareness, brandloyalty, customer's perception, brand equity and brand value. An evaluation of the respective operations, facts and figures of these airlines serves to offer an overview of how Virgin Atlantic Airways carries and handles the reputation and sensitive balancing act to find a niche for its own brand.
Outline:
Abstract
Table of Contents
Introduction
Statement of the Problem
Purpose of Study
Importance of Study
Scope of Study
Rationale of Study
Overview of Study
Review of Related Literature
Summary and Conclusion
From the Paper "There is a play element as well, which was one of the findings of the Virgin team: passengers like games. So the 'Den' section includes a pool table, retro video games (obviously beloved of middle-aged male passengers who have achieved financial success), plus films, and tv sports coverage, all viewed from extra-deep sofas. The quality of furniture and materials throughout is impressive and well chosen, giving distinct identity to very different parts of the facility, for example the spa facility. This is an unusual interior; aptly contemporary, it doesn't conform to the pattern of dilute modernism of much airport design, but nor does it fall for the antique look so beloved of British hoteliers when it comes to offering luxury services. Richard Branson must be pleased with the increase in passenger numbers the Clubhouse has helped to generate. For us ordinary mortals, we can only hope that the Formula One standards achieved here (with a price tag of [pounds sterling]11m) somehow rub off on the travelling experience for those of us in carriage class"."
Abstract This paper explores a number of promotional concepts and the role of demand in price determination, including brandloyalty, impulse purchases, supply and demand, elastic and inelastic demand and TV sweepstakes.
From the Paper " Different forms of sales promotion can erode or build brand loyalty. Promotional strategies need to be in sync with the company's brand image in order to be effective and not detract from brand loyalty. For example if Godiva ..."
Tags: consumer sales promotion, elastic demand, brandloyalty, impulse purchases, TV sweepstakes, supply and demand
Abstract The paper reveals that the merger of the two companies Boise-Cascade and OfficeMax improved the images and stock prices of both companies. The paper also explains that by possessing the name and the brandloyalty of OfficeMax, Boise-Cascade acquired new consumer capital and expanded its distribution arm. The paper explains further that for OfficeMax, being acquired by a company of the size and purchasing power of Boise-Cascade gave it the revenue, platform and impetus to improve its image and rival other fierce competitors.
From the Paper "Boise Cascade or OfficeMax? What name is more resonant to your consumer-savvy ears? Very likely, the latter, brand name of the famous office supply retailer is more familiar, even though it is a relatively smaller company. In fact, OfficeMax was acquired by a giant paper manufacturing and timber milling corporation in 2001, according to the Idaho Business Review. According to the homepage of the behemoth, acquiring entity, "Boise manufactures engineered wood products, plywood, lumber, and particleboard and distributes a broad line of building materials. The company also manufactures specialty and premium paper products, printing and converting papers, containerboard and corrugated boxes, newsprint, and market pulp" (Boise Cascade, Homepage, 2007). On the eve of the acquisition, Boise Cascade's stock price was strong for a company of its size and type. It was trading in the $24-to-$25 range, but there were fears that the company was slowly faltering."
Abstract The paper discusses how Howard Schultz conducted one of the most successful ventures in business history, turning Starbucks into the world's largest coffeehouse company. The paper notes that in recent years, Starbucks' brandloyalty has waned and Starbucks is in a state of flux as it deals with over saturation and over-diversification in the U.S. market. The paper discusses, however, how Starbucks has gained new opportunities in Asia, where it is attempting to replicate the successful rise it had twenty years ago in the United States.
From the Paper "In 1971, three coffee lovers named Jerry Baldwin, Zev Siegel, and Gordon Bowker opened the first Starbucks Coffee Company in the Pike Place Public Market in Seattle. They named it after the coffee-loving first mate in the classic novel Moby Dick in order to give it a sense of sophistication. At the time, the definition of a coffee shop was nothing more than a small, informal restaurant that featured sandwiches, drip coffee and deserts."
Tags:brand, loyalty, Japan, Indonesia, China, Singapore
Abstract This paper compares the success of Apple Inc's products, mainly the iPod, to that of Microsoft's. The author attributes most of the Apple Inc's success to clever and innovative branding methods and explains why Microsoft have failed where Apple has succeeded. The paper gives several reasons how Apple has been able to foster an aura of respectability, of excitement and brand-loyalty and also discusses how Apple knows how to maintain its position as the 'cool kid' - by keeping the product line fresh, new, ahead of the competition, and always "better" than the other guy's.
From the Paper "Apple Inc. has created a truly impressive brand that is not only immediately recognized throughout the world, but enjoys a cult-like following that has been seen only with short-term fad products and, certainly, never with a technology company. Taking this one step further, the Apple products themselves take on a sub-brand life of their own, and none has been so successful and so absolutely domineering in the market as the iPod. In terms of overall lasting success, Apple Inc (nee Apple Computer, Inc.) has been creating overwhelmingly successful brands since 1977."
Tags: marketing, apple inc, microsoft product mp3 hardware competition
Abstract This paper discusses customer loyalty, using the company Comcast Corporation as a case study. The paper begins with an assessment of the roots of customer loyalty, which it maintains are in staff loyalty. Next the paper examines how customer loyalty is developed. Then the paper asks how customer loyalty is incorporated into marketing strategy. Finally, the paper studies the affect of customer loyalty on Comcast's customer retention.
From the Paper "Winning customer loyalty begins with winning staff loyalty. Companies that try to win customer loyalty without first winning staff loyalty often find that in spite of great customer loyalty programs and initiatives their results fall far short."
Abstract Customer loyalty describes the tendency of a customer to choose one business or product over another for a particular need; customer loyalty becomes evident when choices are made and actions taken by customers. This paper analyzes and critically evaluates the various methodologies and techniques of customer loyalty in application to the hotel industry in its marketing management, supported by theoretical models, news excerpts, case studies and research articles focusing on the trends and the latest problems/issues concerning the industry. The paper includes a graph.
Paper Outline:
Abstract
Definition
Customer Loyalty in Hospitality Industry
Efficiency Measurement in Hotel Industry in terms of Customer Loyalty Theoretical models/techniques of Customer loyalty programs in Hotels
Latest Problems/Issues Concerning the Industry/Organisation
Conclusion
References
Bibliography
From the Paper "Academic analysis of the literature on customer satisfaction within the hotel industry brought forth an amazing lack of empirical data. Lewis and Nightingale (1991) commented that hotel companies have difficulty in measuring customer satisfaction and, in spite of the proven inefficiency of comment cards, many still rely upon them. However, they also make the point that Marriott regularly surveys its customers randomly and chains like Sheraton are always looking at how the room comment cards can be improved. Schneider and Bowen (1985) empirically demonstrated that customers and employees share perceptions and attitudes. It is therefore appropriate to use the employee perceptions of customer satisfaction as a reasonable measure of organisational performance in regard to customer loyalty."
Abstract The paper examines the theme of filial loyalty in Shakespeare's tragedy "King Lear." The paper focuses on loyalty children owe their parents and how the play demonstrates what constitutes loyalty and tragic consequences of disloyalty.
From the Paper "One of the central themes in William Shakespeare's "King Lear" centers on the loyalty owed by children to their parents, a theme explicated in the relationships between Lear and his three daughters, Cordelia Goneril and Regan and the Earl of Gloucester and his sons Edgar and Edmund, the bastard King Lear."
