Brand Loyalty

Brand Loyalty

Marc Sullivan

MKT/421 – Marketing

Ken Metz

In todays market it is not uncommon for a similar product to be produced by 3 or 4 different brands, allowing us freedom of choice. Based on the qualities and characteristics of a product consumers my develop loyalty to one specific product. I for example am very passionate about Apple products and prefer to buy them to leading competitors. One reason I am passionate about their products is because of their dependability, which I have heard about and experienced for myself. Another reason I am passionate about the brand is because of the level of customer service that is provided to their customers. They are eager, willing and will do anything they can do to try and resolve an issue, even if it’s customer inflicted. Steve Jobs was quoted saying “Your customers dream of a happier and better life. Don’t move products. Enrich lives.” Jobs was a firm believer in better the lives of his customers rather than just pushing out products for profit. Lastly, I am always impressed about their passion to their own brand. Apple only releases products that they whole heartily believe in, and that reflective through their use of all their products in their stores. They want to show you the functionality, dependability, and capabilities of their products to their customers. Time magazine stated, “Apple’s approach is quite different, the engineers who are creating Apple products actually make them for themselves. The late Steve Jobs represented the real customer and if the idea or product didn’t work it was scrapped all together.

        Apple has had overwhelming success over the course of the past 39 years across a mass market.  Their level of brand loyalty is probably the highest out of any of it competitors. One attributing factor to that is the approach Steve Jobs had when introducing and marketing Apple products at their World Wide Developers Conference. His passion and dedication to the products was evident and helped consumers develop a sense of emotional attachment to the products, just as he had. Apples worldwide success also comes from how their mission statement reignites in every part of their operation. Their abilities to connect with their customers has strengthened their brand loyalty and therefor enabled the longevity of their success. Brand loyalty ensures that your customers don’t go anywhere even if a similar product is offered at a lower price or because a new feature is added, someone we commonly see with Apple products. Prices for their products have always been higher than their competitors and many have often said that their products lack as many features of other brands, but their buyers still continue to stay loyal and profits still exceed competitors.