### 날짜 : 2023-11-26 11:38 ### 주제 : #마케팅 #공부 #브랜딩 ---- ### **Brand Loyalty and Advocacy** Brand loyalty and advocacy are two closely related concepts in marketing that play a significant role in building and maintaining a strong brand presence in the market. Here's a detailed exploration of these concepts: #### **Brand Loyalty** **Brand loyalty** refers to the degree of commitment and preference that a customer has for a particular brand or product. It represents the customer's willingness to consistently choose that brand over others, even when competing options are available. **Key Aspects of Brand Loyalty:** 1. **Repeat Purchases:** Loyal customers repeatedly buy products or services from the same brand. They are less likely to switch to competitors. 2. **Emotional Connection:** Brand loyalty often involves an emotional connection between the customer and the brand. This emotional bond can be built through positive experiences, trust, and shared values. 3. **Higher Prices:** Loyal customers are often willing to pay higher prices for products or services from their preferred brand because they perceive greater value and quality. 4. **Word-of-Mouth:** Loyal customers become brand advocates and recommend the brand to friends and family, contributing to positive word-of-mouth marketing. 5. **Resistance to Competitor Marketing:** Brand-loyal customers are less responsive to competitors' marketing efforts and promotions. **Strategies for Building Brand Loyalty:** - **Consistent Quality:** Delivering consistent product or service quality is essential to earn and maintain loyalty. - **Excellent Customer Service:** Providing exceptional customer service, addressing concerns promptly, and showing appreciation for customer loyalty can strengthen bonds. - **Loyalty Programs:** Offering loyalty programs, rewards, discounts, and exclusive access can incentivize repeat purchases. - **Engagement:** Engaging with customers through social media, email marketing, and personalized content helps maintain a connection. - **Surprise and Delight:** Occasionally surprising loyal customers with unexpected perks or gifts can enhance their loyalty. #### **Brand Advocacy** **Brand advocacy** takes brand loyalty a step further. Advocates are not just loyal customers; they actively promote and endorse the brand to others. They willingly share positive experiences, recommendations, and testimonials about the brand. **Key Aspects of Brand Advocacy:** 1. **Word-of-Mouth Marketing:** Brand advocates serve as unpaid brand ambassadors, spreading positive messages about the brand through word of mouth. 2. **Social Media Advocacy:** Advocates often share their experiences on social media, influencing their networks. 3. **Trustworthiness:** Advocates are viewed as authentic and trustworthy sources of information, making their recommendations more impactful. **Strategies for Fostering Brand Advocacy:** - **Exceptional Experiences:** Providing extraordinary experiences and exceeding customer expectations can turn loyal customers into advocates. - **Engagement and Community Building:** Actively engage with loyal customers, build online communities, and encourage user-generated content. - **Advocacy Programs:** Implement advocacy programs that reward customers for referrals and advocacy efforts. - **Authenticity:** Authenticity in marketing and interactions with customers is essential for earning and maintaining advocacy. #### **Measuring Brand Loyalty and Advocacy:** - **Net Promoter Score (NPS):** NPS measures the likelihood of customers recommending a brand to others. High NPS scores indicate strong advocacy. - **Customer Lifetime Value (CLV):** Loyal customers tend to have a higher CLV, as they make repeated purchases over time. - **Social Media Engagement:** Analyzing social media interactions, shares, and mentions can provide insights into brand advocacy. Both brand loyalty and advocacy are valuable assets for businesses. They contribute to long-term customer relationships, positive brand reputation, and increased sales. Building and nurturing these relationships require consistent effort and a customer-centric approach, but the benefits to the brand are substantial. ### 출처(참고문헌) - ### 연결문서 - [[5.3 Branding and Brand Management]]