Abstract
This paper explains that the article "Customer/Brand Loyalty 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 ...."

Tags:marketing research, marketing strategies, tactics, brand loyalty, customer loyalty

Abstract
This paper examines the impact of customer and brand loyalty on company revenues over a product's life cycle. First, the paper defines product and brand loyalty, using the example of Heinz Ketchup. Then, the consequences of brand loyalty are discussed, which includes a look at customer retention. Methods of customer retention are described, such as increasing the customer experience. Various industries, such as cosmetics, automotive and financial services are examined in light of customer loyalty. Additionally, research is cited which further explores the topic of customer and brand loyalty. The paper concludes by stating that today's business environment is vastly different from the past, and therefore companies must be prepared to commit an extra effort in order to retain customers.

From the Paper
"Basically, a client that does not switch to a new product is a loyal client. Tony O'Reilly, former CEO at H.J. Heinz, explained brand or customer loyalty in these plastic terms: "my acid test...is whether a housewife, intending to buy Heinz tomato ketchup in the store, finding it to be out of stock, will walk out of the store to buy it elsewhere" . This example properly connects customer and brand loyalty not only with the incentive to buy the same product from the same company for a long period of time, but also the rejection of the idea of potentially buying another similar product from a different company, in cases such as the one described previously."

Tags:customers, product loyalty, customer retention, cosmetics industry

Abstract
The paper explores how the use of social networking applications based on Web 2.0 technologies is revolutionizing advertising and the many strategies used for generating and sustaining brand loyalty over time. The paper shows how branding is used to reinforce segmentation strategies and examines Nordstrom's as a case study of how branding can be used as an effective segmentation strategy. The paper focuses on Nordstrom's use of social networking technologies and how they are being used to further reinforce and strengthen their brand. The paper further shows how they been able to create the role of trusted advisor in retailing through the use of social networking technologies.

Outline:
Executive Summary
Branding's Revolution: Collaborating and Participating With Consumers
Creating and Sustaining Trustworthy Brands with Web 2.0 and Social Networking
Internal Collaboration Critical for Branding Consistency
Using Branding to Reinforce Segmentation Strategies
Nordstrom's Moments of Truth and Branding Consistency
Summary

From the Paper
"Today, advertising is transforming from traditional print, television and radio to a primary reliance on the Internet as the primary communications platform. Specifically the use of social networking applications based on Web 2.0 technologies is revolutionizing advertising and the many strategies used for generating and sustaining brand loyalty over time. In addition, there is a reciprocal relationship emerging between brandings' critical success factors globally and the increasing reliance on user-generated media including blogs, Wikis, and in the past, bulletin board systems. The growth of Web 2.0 technologies defined by O'Reilly (226) is re-ordering the dynamics of branding globally. Table 1 in the Appendix of this report provides an overview of the collection of technologies that comprise Web 2.0. Figure 1 is the map O'Reilly and Battelle created showing how both market and user dynamics are defining social networking (O'Reilly. et.al.)"

Tags:segmentation, strategies, branding, advertising, transparency, trust

Abstract
This paper examines how loyalty to a particular brand of product may be the way forward for future marketing strategies. Brand loyalty 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."

Tags:product, strategy, customer, supplier, ecommerce

Abstract
The paper outlines the research process involved in a study of the effect of brand loyalty and price in a downturn economy, the philosophy of the research process, the research approach and the research strategy. The paper describes the data collection methods to be used, the data quality issues and how the data will be analyzed. The writer anticipates that this research will contribute to increase the knowledge of current practice and provide a basis for future discussions and development of practice.

Outline:
The Research Process
Research Philosophy
Research Approach
Research Strategy
Time Horizons and Research Type
Data Collection Methods
Primary Data Collection
Sample Description
Data Quality Issues
Analysing the Data
Conclusion

From the Paper
"According to Saunders et al. (2003) the three views on the research process which lead the literature are: positivism, interpretivism and realism. Since the researcher believes that the concept of brand loyalty is far too complex to be theorised by laws and generalisations, therefore the research has a more interpretivist theme. Remenyi et al. (1998 cited in Saunder et al. 2003) argue that it is necessary to discover the details of a situation to understand the reality behind it. The aim of the research is to understand the effect of brand loyalty and price in a downturn economy in a meaningful way."

Tags:data, surveys, variables, interviews

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 brand loyalty 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
Brand Loyalty 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)."

Tags:portfolio, brand, quality, IT

Abstract
This paper gives the reader an investigation into the concept of brand equity in relation to the modern retail environment. The project considers the issue in relation to a number of other issues which have an impact on the retail sector considering, the changing nature of the retail market, the use of on-line elements of branding and how the concept of branding and brand equity interact with the modern retail consumer.
The paper gives the reader a complete set of research and includes, a comprehensive background, research aims and objectives, a specific methodology, literature review and a findings and analysis sections. The paper in conducting the research has made use of a variety of methods including both primary and secondary research methods using quantitative and qualitative data. Finally having conducted the research the paper gives an indication as to the limitations of the project and what subjects the researcher believes would be beneficial for further researchers to engage in, in future projects.

Outline:
1.0 Background
2.0 Research aims and objectives
3.0 Methodology
3.1 Research approach
3.2 Research philosophy
3.3 Primary research
3.4 Secondary research
3.5 Research Sample
3.6 Qualitative and quantitative data
3.7 Primary research analysis
3.8 Findings and analysis
3.9 Ethics health and safety
4.0 Literature review
4.1 Key Concepts
4.2 Consumer experience
4.3 The value of brand equity
4.4 Brand loyalty
4.5 On-line markets
4.6 Brand devaluation
5.0 Findings analysis
5.1 Primary research findings
5.2 Key trends
6.0 Conclusions
7.0 Personal reflections
8.0 Further research
Consumer Brands Questionnaire
Questionnaire Results (Quantitative questions)
Bibliography

From the Paper
"Over the past decades both the retail industry and the economy as a whole have seen some dramatic changes, in both trading conditions and the business models which have been adopted to react to such conditions.
"In the first case the very fabric of the retail business its self has changed, going through several business models. Two decades ago many in the retail sector operated on a small single branch basis, with locations in inner city areas and town centres. From the 1990's onwards the retail business model saw the introduction of the chain store. Stores such as Next pioneered the concept that consumers felt at ease being able to receive standardized products and services, served in more or less identical looking stores on a national basis. Further in the development of the business model, the location of such large national chain stores has also changed.
"Where stores were once previously sited in inner city areas and town centres, chain stores have become part of the out of town retail park revolution. To this day many retailers which operate with the traditional bricks and mortar outlet as the primary distribution channel operate from out of town locations. Such out of town locations in the retail sector range from the construction of single outlet retail site on the edge of town, most commonly favored by the supermarket chains. In addition the model has also seen the construction of entire retail "villages" dedicated to the retail experience and often having a singular theme such as discount outlets or luxury shopping malls."

Tags:brand, equity, retail, marketing, internet, commerce, consumer, positivist, ethics, on-line

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, brand loyalty, 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"."

Tags:carrier, corporate, management, goals, flying

Abstract
The paper provides descriptions of ordering and order tracking, technical suppport, and installation assistance. The paper relates that Dell has won a best support website award because of their extensive website devoted to customer support. The paper notes that in spite of this infrastructure, there are still unhappy customers. The paper offers suggestions as to how Dell could continue to improve.

From the Paper
"One company company that has a good strategy for developing relationships with their customers is Dell, Inc. Dell uses a lot of advertising to keep consumers and business customers informed about new pricing, products, and offerings. Some examples are direct-mail pieces for back-to-school sales, newspaper inserts, email offers to previous customers, and catalog sales. The company has a whole division dedicated to business customers and another division dedicated to government sales and the public sector (Dell Web Page, 2008). Placing orders can be done online, by telephone, or by a visit from a Dell..."

Tags:dell, customer, service

Abstract
The paper examines Unilever's innovative management of its flagship Dove brand through a strategic initiative called "Path to Growth". The paper reveals that the "Path to Growth" initiative was based on research on customers' perceptions, preferences and motivations. The paper provides an overview of the theories and concepts of consumer motivation and identifies the five specific steps in the "Path to Growth" initiative. The paper shows how the initiative capitalized on satisfying customers in the short-term and further strengthening loyalty over the long-term. The paper contains a table.

Outline:
Introduction
Product and Brand Overview
Theory Overview
Applying the Concepts of Motivation and Perception
Conclusion

From the Paper
"Unilever made the decision to launch an additional 13 variations of products based on the Dove brand as of January, 2003 in the U.S. market (Unilever Investor Relations). Extending the brand was underwritten by a $110 million investment in marketing support (Cole, 2004) with the company publicly stating their objective of capturing 5 percent of the $1.8 billion shampoo and conditioner market (Unilever Investor Relations). Unilever claims in their investor relations material, annual reports and presentations by key executives that the company consistently delivers between 12% to 15% growth in the U.S. (Unilever Investor Relations, 2009). Unilever realized that for Dove to continue to profitably grow as a brand it would require re-positioning and an entirely new unique value proposition, which was the impetus for creating the "Campaign for Real Beauty" integrated marketing campaign that features not models, but real women from everyday life (Toane, 2007)."

Tags:customer, perceptions, preferences, motivations, Maslow, Herzberg, brand, loyalty