Identification of A the Specified Name and A Specific Symbol

Question: Deference between Brand Loyalty Versus Customer Loyalty? Answer: Intrroducation: The brand loyalty regarding the pattern of the purchase has been observed for a product of highly differentiated category. Identification of a specified name and a specific symbol which help in distinguishing the product with the unique specification that it have form the other competitors is termed as branding. The objective of the marketer is creating a brand loyalty that will help them to gain sustainable advantages in the field of competitive market. In recent time band loyalty is becoming one of the most emerging concepts for gaining the competitive edge where there are numerous similar products in the market. Brand loyalty thus helps in achieving the generation of high level market for getting the maximum competitive advantages from the companies who are in the same business (Laroche, Habibi Richard, 2013). Numerous companies concentrated on creating the brand loyalty and according to that formulated the strategies of marketing. It is seen that when the price started to increa se it has an effect on the brand loyalty and when it is decreasing the brand loyalty starts increasing. On the other hand promotional sales in order to increase the customer loyalty are also an important factor of the marketing. Offering discounts and offers to the customers are generally termed as Customer loyalty (Zakaria et al., 2014). The essay is about the brand loyalty competing with the discount offers. The thesis statement can be formulated as the customer loyalty having an impact on the brand loyalty. The main ideas that the essay will contain how brand loyalty is receiving an heavy competition from the discounts and offering, factors affecting the brand loyalty, the way of establishing the brand loyalty in a market obsessed with discount. The main difference between brand loyalty and customer loyalty is brand loyalty is what the customers have in their mind and customer loyalty is what the customers have in their wallet. Customer loyalty programs helps in having smaller margin of gain but the sell took place at a high volume due to the factors of discounts and offerings where as brand loyalty is all about having higher margins of profits but volume of sell will be less. Brand loyalty above all this has the capability of achieving high volumes and having added bonus of margins. The value of the money is increasing day by day. Therefore customer loyalty which is giving offer and discounts to the customer will be getting more and more customers and the brand loyalty will face the danger. It is seen that customers are tending more towards the customer loyalty than the brand loyalty in retailing or grocery stores (Orel Kara, 2014). The investigation done against the thesis statement shows that promotion plays a significant influence against the brand loyalty. The sales promotion has become significant intruder in the environment of business. The company is allocating a major part of their budget in sales and promotion. Companies are now focusing on the short term sale for gaining profit and brand loyalty cannot be attends with the help of short term sale. The marketing managers are formulating new strategies regarding customer loyalty like loyalty cards, discounts line buy one get one and discounts on products which attracted the customers than that of brand. The customers are getting attracted due to the appealing price of the product and thus are not staying loyal with their brands. For instance, the customer who is the prime users of Lee apparel is tending to make a change towards the discounted products. However this transformation also depends on the economic structure of the company (Jeong, Cha Jang, 2016). The reason for this is as the price of the branded products is much more therefore if the country is not that developed economically the customers will tend towards the discounted products. In number of research is seen that customer loyalty that is providing promotion and discounts for getting hold of the market which shows that customers are deviating from their brands. Companies are achieving the process of sales promotion for achieving their sales equipped with excellent loyalty to the customers. It is also seen that sales promotion is becoming the decision making process for the customers in order to select their brands. T his shows that the factors of price are becoming significant in the decision of purchase (Rubino, Oubina Villasenor, 2014). This is enough to describe that customers are no longer loyal to their brand when it comes to the field of customer loyalty. In the recent times it is seen that e-commerce is also playing a significant role in having an adverse effect for the brand loyalty. The e-commerce site like Amazon and Flipkart are taking the maximum base of the customers. Customers are receiving the Customer loyalty facility by having large discounts on the products and more over they dont have to visit the outlets for buying the products. Therefore this e-commerce site is also taking the customers who were loyal to their brand. It can be said that customer loyalty is having a great effect on brand loyalty (Machado, Cant Seaborne, 2014). The factors affecting brand loyalty are the product quality, price, advertising and quality of service. If the quality of the product satisfies the requirement of the customers then that product will certainly attain brand loyalty. The product is stated to be fit for use. The customers mainly tends to get divert from a certain brand is due to the quality of the product. The customers who are loyal to their brand generally tend to pay higher price for their brand and the price factor does not matter to them (Severi Ling, 2013). Advertising plays a significant role in achieving the brand loyalty. The more the promotion is done for the product through advertising the indirect communication with the customers becomes significant. Advertising also helps the customer to develop the idea that the product is distinguishable. Therefore, proper advertising of the product helps the band switcher and the inconsistent customer in becoming loyal to their brand. The quality of service also signifi cantly affects the brand loyalty. The service quality provided by brand to the customers ensures the customers that the product they are buying from a particular brand store will provide them the service in future. Trust as well as good relationship in between the customers and the brand representatives also increases the brand loyalty of the customers (Kim, Park Kim, 2014). But there is an exceptional case where we can exhibit that this company has still maintained the brand loyalty of the customers in the blooming market of customer loyalty. The name of the company is Apple and the threats like discounts; offer has not still affected the brand loyalty. Therefore in other terms it may be said that if the establishment of brand loyalty and maintaining it, is done in an excellent way then it may not affect in any circumstances. The first thing that the multinational company did in order to build the brand loyalty is they build the good relationship with their customers. The customer felt that the brand is trustworthy as well as transparent. The relationship built with the customer is by embracing internet and social media. They started communicating with their people directly on twitter (Mourad Youssef, 2016). Therefore they built a good relationship with the customers and that help them when they were first introduced in the market. Secondly the vital w ay of continuing brand loyalty is adapting the approach of movement marketing. The customer should not be said about what the company makes but instead they should be informed on what the company believes. This touches the nerve of the target market and once this is achieved it can be said that the brand is established and brand loyalty could be obtained. For example Apple statement of mission states Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings (Singh Uncles, 2016). This particular mission statement helps apple to gain the brand loyalty as brand loyalty comes within from the customers. Customers could not be fooled and their brand loyalty could not be achieved. Apart from this example there are few companies which are running on the brand loyalty. Every company is now introduced the customer loyalty program in order to obtain the sustainable advantages in competitive market. But from my point of view there should be mix and match for both customer as well as brand loyalty in the market. Sometimes customer loyalty should be given value in some seasons and sometimes the company should run on brand loyalty. Then there will be existing fair competition in the market. Reference List Jeong, M. S., Cha, J. E., Jang, D. H. (2016). Impact of the Service Quality of Horseback Riding Experience on Customer Satisfaction and Loyalty-In Case of Jangsu Horse Riding Experience Course.Journal of Korean Society of Rural Planning,22(2), 131-140. Kim, K., Park, J., Kim, J. (2014). 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