The key to brand loyalty: Don't say what you sell, say what you believe

Source: Internet
Author: User
Keywords Apple brand loyalty consumers they

Lead: "Brand loyalty is the key to Apple's success, and consumers tend to be tolerant of Apple product problems, thanks mainly to Steve Jobs," Forbes magazine's Web page, published in Monday, Scott Guderson Scott Goodson. The establishment of the user emotional contact and smart brand concept marketing.

The following is the full text of the article:

Apple is only updating the system to solve the new iphone 4S phone battery, a problem that has caused global consumer and critic dissatisfaction. Of course, such a problem won't take a few weeks for Apple to admit, and it won't be the biggest influence on many of the latest iOS 5 systems because the problems have been solved by Apple.

So will it hurt Apple's reputation? More people are starting to resist Apple? Give up Apple products and switch to other vendors? Will Apple's PR team panic? None of this seems to happen.

Every time Apple products are in trouble, its users show incredible tolerance and patience. Because they know that Apple products sometimes have problems, despite this, they will continue to buy.

So why are users so loyal to Apple?

This is mainly thanks to Apple's soul figure jobs. Apple is jobs, and jobs is Apple. Consumers feel they have a personal connection with Apple, which in essence reminds them of jobs.

When you think about the incredible enthusiasm that jobs has put into Apple products to ensure that the products are of high quality and cutting-edge design, you will understand why people are willing to be so tolerant of Apple products.

When the emotional connection with consumers was established, Apple almost achieved what it wanted to accomplish – gaining a loyal fan base. There is no doubt that brand loyalty has played an important role in Apple's global success.

How to build brand loyalty

So even if the enterprise sometimes make some mistakes, but the user will give forgiveness. So how do you create brand loyalty like Apple?

First, companies must establish contact with consumers. This means that you have to be trustworthy and transparent, you can build this connection around the Internet and social media, you can start a corporate blog, or you can directly use Twitter to discuss it with users, or Facebook to showcase your company's internal culture.

Secondly, enterprises must carry out brand marketing. This is the key to building brand loyalty, and you don't have to tell consumers what products they are making, but rather to think about the firm's beliefs, which must be closely linked to the market the company is targeting.

Steve Jobs has made the ultimate in brand marketing, telling the world that its belief is to innovate, build high-quality products, and always strive to bring the best technology into the market. In fact, Apple's mission statement does not really talk about their products, but their beliefs.

Apple, in its mission statement, said: "Apple II triggered the 70 's PC Revolution through Mac, which revolutionized the PC market in the late 80." Apple is committed to bringing the best personal computing experience to students, educators and creative professionals and global consumers through innovative hardware and software and Internet technology. ”

This inspiring mission statement is memorable, and if you are a car dealer, you should not use the simple marketing slogan "We sell Cars", but to tap into the internal culture associated with consumer sentiment.

Associate with Core business

But regardless of the choice, the firm's faith must derive from its core business. If a company wastes a lot of paper every year, even if your marketing slogan is to save the environment, it will not work.

Apple's global success is because its mission statement resonates with all operations, and brand loyalty permeates the company. Companies cannot fool consumers because loyalty is not built so easily.

People who buy Apple products know how much passion and effort Apple has poured into the product. They know that Apple is committed to designing the best systems and products, and they are linking jobs to Apple as an emotional connection. That's why consumers are so tolerant of the problems that come with Apple products.

Brand loyalty not only allows consumers to tolerate the problems of enterprise products sometimes, but also can retain users, even if the other opponents to adopt low-cost strategy. The enterprise therefore maintains the high revenue and the market share, the brand loyalty degree is any enterprise's preferential choice.

If enterprises want to establish brand loyalty, it must be clear how to establish personal emotional contact with the user, and brand belief marketing. When these are done, the rest will follow.

This article source: Forbes Chinese website

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