BRAND LOYALTY.pdf.pdf .....................

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1. Brand loyalty
.
PRESENTED BY – AKASH
MBA (MARKETING)
ROLL NO. - 250101050045
understanding consumer
commitment to brand
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2. What is brand loyalty ?
•Brand loyalty is a consumer's consistent preference for
aspecific brand, driven by trust, satisfaction, and
emotional connection.
•It leads to repeat purchases, stronger customer
retention, and word-of-mouth promotion, making it a
key factor in long-term marketing success.
Philip Kotler: “Brand loyalty is a deeply held commitment to
rebuy a preferred product or service consistently in the
future.”
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3. Importance of brand loyalty
Benefits for companies:
Repeat purchases → stable revenue
Lower marketing costs
Brand advocacy through word-of-
mouth
Provides competitive advantage.
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4. Features of Brand loyalty
1. Repeat Purchases
2. Resistance to Change
3. Trust and Satisfaction
4. Lower Price Sensitivity
5. Emotional Connection
7. Brand Advocacy
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5. Factors Influencing Brand Loyalty
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Product
quality
Customer
service
Price and
value
Brand image
and
reputation
Emotional
connection

6. Types of Brand Loyalty
1. Hard-core Loyalty
•Always buys the same brand
•Strong emotional attachment
2. Soft Loyalty
•Prefers one brand but occasionally
switches
•Influenced by price or availability
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3. No Loyalty (Switchers)
•Frequently changes brands
•Driven by price, offers, or trends

7. Advantages for Customers
1. Assurance of Quality and Reliability
2. Personalized Experiences
3. Satisfaction and Emotional Fulfillment
4. Trust in the Brand
5. Better After-Sales Support
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8. Strategies to Build Brand Loyalty
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Deliver consistent quality
Offer loyalty programs and rewards
Maintain strong customer engagement
Personalize marketing and communication
Build trust and credibility

9. Celebrity Endorsements and Brand Loyalty
Meaning: Using famous personalities to promote or
represent a brand.
Purpose:
Attract public attention
Build emotional connection with audience
Increase brand trust and credibility
Differentiate the brand from competitors
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10. Impact and Result
•Impact:
•Boosts brand recall and influences consumer buying
decisions
•Creates emotional attachment between fans and the
brand
•Examples: Cristiano Ronaldo × Nike – Strengthens
youth appeal and global image
•Lionel Messi × Adidas – Builds emotional trust and
preference
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11. Challenges in Maintaining Loyalty
•Price Competition
•– Competitors attract customers with lower prices and
better offers.
•Changing Customer Preferences
•– Shifting trends and lifestyles reduce long-term brand
attachment.
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12. Challenges in Maintaining Loyalty
•Negative Brand Experiences
•– Poor product quality or service damages customer
trust and satisfaction.
•Increased Competition and Alternatives
•– Similar brands make it easy for customers to
switch.
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13. Celebrity-Related Challenges
•Celebrity - related challenges occur when a brand’s image
or reputation is affected by the actions, behaviour, or
public perception of the celebrity endorser.
•Impact:
•– Can damage brand reputation and reduce customer
trust.
•– May lead to a decline in customer loyalty if the celebrity
faces controversy or loses credibility.
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14. Cristiano Ronaldo’s ‘Agua’ Moment
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Cristiano Ronaldo pushed Coca-Cola bottles aside and
raised an Agua bottle during a press conference.
Impact : Ronaldo’s gesture led to negative publicity,
temporary stock dip, and questioned the brand’s health image.

15. When Puma Failed: Cucurella’s Costly Slip
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Marc Cucurella slipped twice in his new Puma boots during Chelsea vs.
Tottenham, conceding early goals, changed boots quickly, and Chelsea
eventually won 4-3.

16. Puma’s Response: Turning a Slip into a Marketing Win
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After Cucurella’s slips in Puma boots, he
humorously posted his discarded boots in a bin.
Puma acknowledged the incident with a witty
social media post:
“It’s not how you slip; it’s how you bounce
back.”
Turned potential PR issue into a positive
marketing moment.

17. Conclusion
•Brand loyalty ensures long-term success by
building trust and emotional connections.
•Understanding its types, factors, and features
helps brands retain customers.
•Celebrity endorsements boost visibility, but true
loyalty comes from consistent quality and value.
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18. References
•How Cristiano Ronaldo’s one gesture snubbing
Coca-Cola pushed soft drink brand to lose
billions — case details & impact
URL:
https://economictimes.indiatimes.com/magazine
s/panache/how-cristiano-ronaldos-one-gesture-
pushed-coca-cola-to-lose-billions-of-
dollars/articleshow/83569858.cms?from=mdr
The Economic Times
•Puma’s playful response to Marc Cucurella’s
blunder highlights crisis management success —
covering the Puma / Cucurella “slip boots” event
URL:
https://thebftonline.com/2024/12/19/pumas-
playful-response-to-marc-cucurellas-blunder-
highlights-crisis-management-success/The
Business & Financial Times
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Brand Loyalty: Definition, Importance, Types
& Factors
Brand Loyalty - Definition, Importance, Types
& Factors (MBA Skool)
https://www.mbaskool.com/business-
concepts/marketing-and-strategy-
terms/17643-brand-loyalty.html MBA Skool
Brand Loyalty Overview
Brand Loyalty: Definition & Theories
(StudySmarter)
https://www.studysmarter.co.uk/explanations
/business-studies/operational-
management/brand-loyalty/ StudySmarter UK

19. Thank you