Successful brands
A brand is not just a beautiful product package, but a marketing asset that will add value to the company in the long term, attract and retain customers, forming strong customer-brand bonds and providing the company with long-term stability.
Author's approach of successful brand building based on the customer loyalty management
Brand drives based on customer motivations, drivers and barriers at every stage
The author’s original approach to integration of brand management and customer loyalty management is based on customer loyalty chain formation and its implementation into brand management. The term “customer loyalty chain formation” can be defined as follows: customer loyalty chain is a combination of consequently described customer expectations, by meeting which a company can form positive attitude to the brand, trust, satisfaction and eventually will manage customer brand loyalty.
Understanding of customer loyalty formation origins in brand management gives opportunity to make this process controllable and to monitor management efficiency and results rating via a combination of metrics.
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