Role of Branding in Achieving Customer Loyalty

Abstract

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 indispensable 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'.