Branding that Means Business by Matt Johnson & Tessa G. Misiaszek PhD

Author:Matt Johnson & Tessa G. Misiaszek, PhD [Matt Johnson, PhD & Tessa G. Misiaszek, PhD]
Language: eng
Format: epub
Publisher: PublicAffairs
Published: 2022-10-25T00:00:00+00:00

• The same things that bond us to people bond us to brands: it’s all about warmth, which means going beyond loyalty punch cards, airline points and transactional-type programmes.

• Brands have the ability to unite a diverse customer base who may share very little in common besides love for the brand itself. Building a relationship with the customer is extremely important for brand loyalty. But when the brand can help foster relationships to be built between customers, then a brand community forms and loyalty thrives.

• When trust is established between the brand and the loyal customer, all other aspects of the marketing strategy become more effective, giving the brand a distinctive competitive advantage.

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