Brand Loyalty and the factors affecting it
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The core element in the marketing mix is the company's product because it provides the functional requirements sought by customers. Marketing managers develop their
products into brands which help 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 resist distributor power. The management of products and brands is regarded
a key factor in marketing success.
Before discussing the concept of brand loyalty it is important to explain the term "brand". According to
Aaker (1991a:7) define…
- Brand Loyalty and the factors affecting it
- How is the concept of congruency can be relevant to a revitalisation of brand equity strategy?
The Birth of a Brand
Brand development in the detergent market in Serbia.
Essay is good for using it as a guidline for structuring a marketing communications plan
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