Brand Loyalty and the factors affecting it

The core element in the market mix is the companys harvest-time because it provides the functional requirements sought by customers. Marketing managers direct their

products into stigmatizes which service of process to create a unique position in the minds of customers.

Brand superiority leads to high sales, the ability to charge price premiums and the power to ride distributor power. The management of products and grunges is regarded

a key factor in marketing success.

BRANDING:

Before discussing the concept of brand loyalty it is important to explain the bourne brand. According to

Aaker (1991a:7) defines a brand as:

A appointing bring in and/or a symbol (such as a logo, label or package design) intended to identify the goods or go of either one vender or a collection of sellers and to differentiate those goods or service from those of competitors. Thus, a brand identifies the seller or manufacturer of a product which can be consistent in providing a specific set of features, benefits and services to the buyer.

Branding is defined as a process by which companies distinguish their product offerings from the competition. Some brands are supported by logos, for precedent the

prancing hose of Ferrari. By developing an individual identity, branding permits customers to develop associations with the brand (e.g. prestige, economy) and helps in purchasing decision (Chernatony, 1991).



Branding carries an solve on consumers perceptions since it is well known that consumers fail to distinguish among brands in each product category in wile product testing.

As brand loyalty is a basic exposit of consumer model behaviour, our area of interest is to explore the nature of brand loyalty and the possible factors determining it.

BRAND LOYALTY:

The importance of brand loyalty has been recognized in marketing literature for the move three decades. It apply to those customers who follows a...

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