Thursday, 17 November 2011

Brand loyalty

Yesterday we had expensive production creating high quality products.  The high quality created brand loyalty, i.e. the consumer would buy some brand next time as well. But,these high quality products were long lived, thus reducing number of purchases made.

Like ths upper small model in this. The harmful expensive production create (neutral) high quality products. They have (harmfully!) long lives making purchase a rare event. When a purchase is made though, the consumer will due to the brand loyalty created bu high quality pick the right product.

In the lower model we have instead cheap production creating (neutral) low quality products. Those are short lived and the consumers need to buy more products.
In the lower model you instead need to create brand loyalty some other way:
  • Support
  • Functionality
  • Advertising
  • Image
  • ...
This way you will also be able to create a "need" to get next product even when product is not broken...

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