Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition (mykl ruiz's Library) by Larry Light & Joan Kiddon

Author:Larry Light & Joan Kiddon
Language: eng
Format: epub
Publisher: Pearson FT Press
Published: 2016-04-20T04:00:00+00:00

Deal Loyalty and Real Loyalty

To be considered fair value and not be perceived as cheap, brands must avoid excessive marketing communications that emphasize price as the reason to buy. Building deal loyalty does not build brand loyalty. Deal loyalty is not real loyalty. Brand loyalty cannot be bought with bribes. When you lure customers with incentives, all you do is make the customer loyal to the deal instead of loyal to the brand. If there is a better deal elsewhere, deal-loyal customers are out your door and in through the competitor’s door. If a customer does not prefer your brand’s experience, then making it cheaper and easier will not build brand strength.

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