BRAND BUILDING AND ITS INFLUENCE ON CUSTOMER LOYALTY
BRAND BUILDING AND ITS INFLUENCE ON CUSTOMER LOYALTY
Author(s): Alena Kusá, Diana KarrafováSubject(s): Social Sciences, Psychology, Social psychology and group interaction, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand awareness; brand equity; branding; customer experience; customer value; loyalty;
Summary/Abstract: Brand Building Communications is a lifestyle that stands by its core value: to grow our clients businesses. Brands are psychology and commercaly brought together as a promise mark as opposed to a trademark. Brand itself is today more important than anytime in the past. Not just for the companies to make money, but also for people to find an icon that they represent their expectations, brand that they can identify. As a result, brands must be fully engaged and actively involved in allowing their brands to grow into relevant destinations for consumers looking to solve particular needs – these are the ones that will win market share and continue to grow. Those companies that successfully build a higher number of positive emotional relationships with consumers will enjoy higher penetration and loyalty to keep and strength their position at nowadays changing market.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 162-170
- Page Count: 9
- Language: English
