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Volume : III, Issue : I, February - 2013 ROLE OF BRANDING IN ACHIEVING CUSTOMER LOYALTY SMITA YOGESH VEDPATHAK Published By : Laxmi Book Publication Abstract : A 'brand' is a set of expectations that the customer has about the product. when
the customer gets reliable and satisfactory experience about the
expectations from the product it results in the loyalty of the customer towards
'brand'. The strength of the 'successful brand' is directly proportional to the
expectations of the customer about it and it has various attributes like Customer
Desire, Relevance, Pricing Strategy, Positioning, and Consistency etc. Brand
Building is a process which is continuous and requires repeated recharging. It is
very important for achieving Customer Loyalty because it is extremely dangerous
and absolutely wrong to presume that “Once a Customer is always a Customer.”
Even a single negative experience is enough to make the customer to change over
to a competitive brand. Branding is an indispensible activity of any organization.
At the customer end it reduces the risk of the customer and eases his or her
purchase decisions. Branding involves Rejuvenation which helps in acquiring and
maintaining Loyalty. Branding and Customer Loyalty are two different but
connected aspects of Marketing. Brand building requires full support of all
possible marketing activities whereas customer loyalty or loyal customer does the
marketing functions in the way of “mouth publicity” of a 'brand'. Keywords : Article : Cite This Article : SMITA YOGESH VEDPATHAK, (2013). ROLE OF BRANDING IN ACHIEVING CUSTOMER LOYALTY. Indian Streams Research Journal, Vol. III, Issue. I, http://oldisrj.lbp.world/UploadedData/2062.pdf References : - Perreault, William D., “Basic marketing,” Tata McGraw Hill, 2007
- Mason Thelen.(2010) “Loyalty Programs: A Thing of the Past,” http://www.vnumedia.com
- Choudhary,Vikas & Dhansoia, “Building Customer Focused Organizations for Superior Performance through Customer Relationship Management ,” Dec. 2010, http://www.srirec.com
- Czinkota, Micheal R. And Ronkainen, IIkka A., “International Business,” Cengage Learning, 2005
- MonicaO'Brienl.(2010)Available:http://www.personalbrandingblog.com/six-tipsfor- building-brand-loyalty/
- Arun kumar And Meenakshi, “Marketing Management ,” Vikas Publication, 2009
- Bose, Biplab , “Marketing Management ,” Himalaya Publication, 2010
- Sherlekar, S.A., “Marketing Management ,” Himalaya Publication, 2007
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