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Article Details :: |
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| Article Name : | | | ROLE OF BRANDING IN ACHIEVING CUSTOMER LOYALTY | | Author Name : | | | SMITA YOGESH VEDPATHAK | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ISRJ-25 | | Article URL : | |  | Author Profile | | Abstract : | | | A 'brand' is a set of expectations that the customer has about the product. When the customer gets
reliable and satisfactory experience about the expectations from the product it results in the loyalty of the
customer towards 'brand'. The strength of the 'successful brand' is directly proportional to the
expectations of the customer about it and it has various attributes like Customer Desire, Relevance,
Pricing Strategy, Positioning, and Consistency etc. Brand Building is a process which is continuous and
requires repeated recharging. It is very important for achieving Customer Loyalty because it is extremely
dangerous and absolutely wrong to presume that “Once a Customer is always a Customer.” Even a
single negative experience is enough to make the customer to change over to a competitive brand.
Branding is an indispensible activity of any organization. At the customer end it reduces the risk of the
customer and eases his or her purchase decisions. Branding involves Rejuvenation which helps in
acquiring and maintaining Loyalty. Branding and Customer Loyalty are two different but connected
aspects of Marketing. Brand building requires full support of all possible marketing activities whereas
customer loyalty or loyal customer does the marketing functions in the way of “mouth publicity” of a
'brand'. | | Keywords : | | - branding, , , .
- marketing
- loyalty
- mouth publicity
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