Customer Loyalty And Brand Management

Author : María Jesús Yagüe Guillén
Publisher : MDPI
ISBN 13 : 3039213350
Total Pages : 122 pages
Book Rating : 4.51/5 ( download)

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Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén and published by MDPI. This book was released on 2019-09-23 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Author : Harvard Business Review
Publisher : Harvard Business Press
ISBN 13 : 1422162524
Total Pages : 234 pages
Book Rating : 4.21/5 ( download)

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Download or read book Harvard Business Review on Increasing Customer Loyalty written by Harvard Business Review and published by Harvard Business Press. This book was released on 2011 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do you keep your customers coming back - and get them to bring others? This collection of HBR articles helps you: turn angry customers into loyal advocates; get more people to recommend you; boost customer satisfaction by satisfying your employees; and, focus on profitable customers - whether they're loyal or not.

Author : María Jesús Yagüe Guillén
Publisher :
ISBN 13 : 9783039213368
Total Pages : 122 pages
Book Rating : 4.69/5 ( download)

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Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén and published by . This book was released on 2019 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today's markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience--among other issues--and contribute to improving a brand's portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Author : Jacob Jacoby
Publisher : John Wiley & Sons
ISBN 13 :
Total Pages : 184 pages
Book Rating : 4.03/5 ( download)

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Download or read book Brand Loyalty written by Jacob Jacoby and published by John Wiley & Sons. This book was released on 1978 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Laurence Vincent
Publisher : AMACOM
ISBN 13 : 0814416772
Total Pages : 364 pages
Book Rating : 4.78/5 ( download)

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Download or read book Brand Real written by Laurence Vincent and published by AMACOM. This book was released on 2012-03-28 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands--logos, advertising, imagery, communications--directly to the core elements of business strategy. Most importantly, they’ll explore the correlation between a succinct, efficient brand and powerful, lasting connections with their customers.Companies are becoming increasingly creative in their branding strategies--building identities ranging from the warm and fuzzy to the ultra cool and edgy. But it seems many of these enterprises forget that a brand, at its heart, is a promise to deliver. Brand Real ensures your customers’ experiences lives up to that promise and that their loyalties stay with you.

Author : Nazimudeen Saleem
Publisher :
ISBN 13 : 9781086644074
Total Pages : 172 pages
Book Rating : 4.77/5 ( download)

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Download or read book Brand Loyalty and Customer Retention Strategy written by Nazimudeen Saleem and published by . This book was released on 2019-08 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the key objectives of any branding strategy is to attract and retain customers by building customer loyalty. Increasingly though firms employ loyalty card programs to retain the customer although genuine brand loyalty of a customer cannot be expected to be built through such strategies. In this book, Saleem takes a different view about customer loyalty altogether and considers it as a 'product' for exchange. He attempts to commoditize the concept of brand loyalty to sell it to customers. In this regard, it requires the firm to offer something extraordinary in exchange for their long-term relationship. Such offerings are considered different to the traditional exchanges of goods and services for money. The title of the book therefore reflects the deep meaning of the concept of brand loyalty.As a product for exchange, Saleem sees customer brand loyalty as something of an affinity and bonding that comes from the bottom of the heart of customers. Brand loyalty does not pop up suddenly but may takes years to build it up through meaningful relationships. Also, the author believes that brand loyalty as a product has a life-cycle with stages of growth, maturity and decline. Having defined and described brand loyalty in depth, Saleem goes to examine the issues of managing loyalty in order to recruit and retain customers. It requires the firms to build and manage customer brand loyalty by identifying and offering loyalty attributes, he argues. In this regard, study of loyalty management may seem like an investigation into the understanding the concept of marketing orientation and customer relationship. Providing a new market segmentation model based on the attributes of the traditional marketing mix variables substantiates this argument. Moreover, this also helps to measure brand loyalty based on the attributes of customer loyalty and to construct the brand loyalty life-cycle. In a nutshell, this book is about brand loyalty management and, therefore, it is obviously about strategic customer orientation. Although the book takes the reader deeper into measuring the intensity of loyalty and examining the analytical tools, the focus is on developing a customer brand loyalty management strategy. Author believes this will remain an essential book for all marketing professionals. Brand managers, in particular, would find it very useful when it comes to formulating a strategy for brand loyalty management, Saleem believes.

Author : Robert Passikoff
Publisher : John Wiley & Sons
ISBN 13 : 0470088796
Total Pages : 256 pages
Book Rating : 4.91/5 ( download)

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Download or read book Predicting Market Success written by Robert Passikoff and published by John Wiley & Sons. This book was released on 2006-12-15 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for Predicting Market Success "Predicting Market Success has come at the right time for major companies. The value of understanding the dimensions of your brand's unique appeal and strength of preference is indispensable for brand strategy today. This book is well worth your time." —Joseph T. Plummer, Chief Research OfficerThe Advertising Research Foundation "In the competitive world of branding, understanding what drives consumer loyalty is the cornerstone of a brand's continued success. Passikoff's market-driven insights on how to obtain, analyze, and utilize loyalty metrics will help you make strategic, brand-enhancing decisions." —Seth M. Siegel, Cochairman, The Beanstalk Group "Passikoff is the guy who can explain to me why people buy certain things from certain companies, even though other things by other companies seem just as good. With his great feel for pop culture and almost philosophical outlook, he understands what makes consumers tick-and stick." —Lenore Skenazy, syndicated columnist "Loyalty is a key component of the strength of a brand and brand equity, and Passikoff understands loyalty like few others. In this book, he captures the essence of loyalty and branding in a practical way-showing how loyalty drives profitability." —Erich Joachimsthaler, Chairman, Vivaldi Partners "If you want a business book that will make you feel justified, complimented, and comfortable, don't read this. If you want a book to challenge your beliefs about brand marketing right down to the core, you can't afford not to." —John Gaffney, Executive Editor, Peppers & Rogers Group

Author : Jessica Salver
Publisher : GRIN Verlag
ISBN 13 : 3640445201
Total Pages : 125 pages
Book Rating : 4.02/5 ( download)

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Download or read book Brand Management in the Hotel Industry and its Potential for Achieving Customer Loyalty written by Jessica Salver and published by GRIN Verlag. This book was released on 2009-10-14 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2005 in the subject Tourism - Hotel Management, grade: 1,0, University resin university for applied sciences, language: English, abstract: Brands are a phenomenon that has been in existence already for centuries. From its original purpose of marking livestock, the concept was later adopted by manufacturers for their products and further developed and adapted to changes in business environments. The original idea of using marks to indicate ownership and origin, however, can be traced back even for millennia to ancient Greek and Rome and early Chinese dynasties. These days, the number of brands is greater than ever. More and more businesses have come to realize the power of brands, and the concept of brand management has consequently gained considerable interest in recent years. Every year the number of new brands registered increases. Fortune magazine suggests that "In the 21st century, branding ultimately will be the only unique differentiator between companies." Initially, the use of brands, or marks respectively, was limited to physical products only. Service brands are comparatively new in the long history of branding. The hotel industry – along with many other services – is lagging behind manufactured goods by decades. For this reason, research on brand management mainly concentrates on this type of products. Literature on service brands is comparatively scarce. Nonetheless, there are great potentials for brand management in the service industry in general and the hotel industry in particular. Hotel services differ from physical goods in many ways. For this reason, research findings and approaches to building and managing brands cannot simply be transferred. The major goal of this work is therefore to examine the concept of brand management, to adapt and apply it to hotel services. In today’s ultra-competitive business environment, customer loyalty is a hot topic. The hotel industry has turned into a buyer’s market. Competition keeps intensifying at steady pace, resulting in a surplus of capacities. As a consequence, the importance of making guests return becomes a critical issue. It is said that brands provide the opportunity to encourage the creation of loyalty among consumers. In comparison to generic products, they are believed to have an advantage in achieving this goal. A second objective of this work is to determine the connection between these two concepts and to investigate the beneficial effects of branding hotel services for the process of establishing loyalty.

Author : Thorsten Hennig-Thurau
Publisher : Springer Science & Business Media
ISBN 13 : 3662097451
Total Pages : 454 pages
Book Rating : 4.58/5 ( download)

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Download or read book Relationship Marketing written by Thorsten Hennig-Thurau and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 454 pages. Available in PDF, EPUB and Kindle. Book excerpt: Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1522517944
Total Pages : 1806 pages
Book Rating : 4.48/5 ( download)

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Download or read book Advertising and Branding: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-01-06 with total page 1806 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.