42% of consumers follow the family

make brand loyalty central to driving referral In the 1960s, the biggest influencers of purchase behaviour, in order of importance, were: (1) advertising; (2) history; and (3) what others say. By 2000, this ranking had reversed, and the order was: (1) what other people say; (2) history; and (3) advertising. This change is partly due […]

make brand loyalty central to driving referral In the 1960s, the biggest influencers of purchase behaviour, in order of importance, were: (1) advertising; (2) history; and (3) what others say. By 2000, this ranking had reversed, and the order was: (1) what other people say; (2) history; and (3) advertising. This change is partly due to the impact of social media. It is also partly due to improved expertise in branding and, as a result, greater brand loyalty. Consider the following research findings: • 42% of U.S. consumers are loyal to brands that their family and friends do business with • 55% of U.S. consumers express loyalty by recommending the brands and companies they love to family friends • 86% of consumers engage with a brand they are loyal to by recommending it to others Brand loyalty drives referral. This makes it very important, indeed! Why else is brand loyalty…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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