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Drive loyalty

It’s one thing getting consumers to buy your brand once, but it’s quite another to make people repurchase your brand – especially if there is a lack of differentiation within your category.

It’s one thing getting consumers to buy your brand once, but it’s quite another to make people repurchase your brand – especially if there is a lack of differentiation within your category. Brands can increase loyalty among consumers partly through bribery and partly through having brand values that consumers feel affiliated to. A brand that forges strong and enduring relationships with consumers should provide a financial advantage to a company – people will pay more for a favoured brand than the alternatives and a brand with loyal customers will be more valuable to companies.

  • Advocacy breeds loyalty

    • Kozel
    • Russia
    • 2009

    Kozel rewards loyal customers with free beer for their friends

    Rated zero stars
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  • Ensure your product has social currency

    • Calippo
    • Spain
    • 2008

    A partnership with digital world Habbo Hotel drives sales of Calippo among Spanish teens

    Rated zero stars
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  • See what people will give up for your brand

    • Burger King
    • USA
    • 2009

    Burger King tests consumers' loyalty to its Whopper hamburger with a witty Facebook application.

    Rated zero stars
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  • Support your consumers in times of need

    • Timberland
    • USA
    • 2009

    Timberland helps blue collar workers find a job in a tough economic climate.

    Rated zero stars
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  • Show non-customers what they are missing out on

    • O2
    • UK
    • 2008

    O2 rewards its loyal customers with an interactive campaign that uses pioneering image-recognition technology.

    Rated zero stars
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  • Gain loyalty by association

    • Gambrinus
    • Czech Republic
    • 2006

    A beer brand taps into football fans' passion for their sport, following them from the Czech Republic to Germany during the World Cup in 2006

    Rated zero stars
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  • Allow fans to help shape the brand

    • Skins
    • UK
    • 2006

    New E4 TV show Skins creates a community to generate buzz and contribute to the show – the fans even get to appear in the trailer.

    Rated zero stars
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  • Reward consumers personally

    • McDonald's
    • China
    • 2008

    A personalised coupon campaign offering meal discounts leads to a massive 12% response rate

    Rated zero stars
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  • Back to List

5 Key Lessons

  • Reward brand advocates
  • Be careful to balance quick-win schemes to drive sales with campaigns that truly drive long-term brand preference
  • Ensure that the business can cope in the rise in demand
  • True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behaviour
  • Tap into passions shared between the consumer and the brand eg sport, music etc

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  • Gillette
  • India
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Cream guides that help you navigate the changing communications landscape.

Drive loyalty

It’s one thing getting consumers to buy your brand once, but it’s quite another to make people repurchase your brand – especially if there is a lack of differentiation within your category.

Read more
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