In order for a brand to fall under the category behavioral loyalty customers must not only be brand loyal, but also feel that it is the only brand out there that has the product they need (pg.96). For example, if the product you are looking for is not at the store, but there are other brands that carry it- you will go to another store to find that brand. If your brand can achieve this, you have reached one category.
Sense of community is when you can relate to others who use this brand. For example, when you are at store and you notice someone picking the same brand of shoes as you, you find yourself to be similar. If the yare running shoes like Nike 5.0 you will look at them to see if they have a runners body or look to see what they might wear with those shoes. You will immediately feel similar and you might strike up a conversation asking them why they like those shoes, which there are others out there. If you have entered the stage where people relate with your brand- your brand is succeeding.
Last there is the active engagement category. This shows how involved your customer is with your brand. This can be noticed in a variety of ways like receiving updates via email, signing up for their rewards pro...
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...ose Victoria Secret, Aveda and OGX (brand of shampoo/ conditioner). If it was hard to identify three brands of resonance, what does this say? It says that brands aren’t achieving the final step in building a strong brand (pg.79). If brands can only grab their customers at levels that almost any brand can obtain, then how will they fully get that customer to become loyal? It isn’t enough for brands to just identify themselves and explain who they are and watching consumers respond to their brand (pg.79). It is not enough to have you customers just thinking about your brand- it needs more. If you can make your brand become apart of them like their daily activities, conversations and allow them to make a deep connection then that customer should never leave the brand. This means they will have more loyal customers then brands that cant truly connect with their audience.
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