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Brand loyalty

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Article

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

Article

This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.

Case Study

In this case study, Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Case Study

This case study looks at how Woolworths Rewards, an Australian retailer rewards scheme, turned negative customer sentiment into a program with satisfied members through an email personalisation campaign.

Article

This article surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Case Study

This case study looks at InterContinental Hotels Group's (IHG) Channel Shift strategy, as it partnered with the intent marketing platform, iotec, to increase direct bookings.

Case Study

This case study shows how STC, a telecommunications brand, successfully eased pressure from its customer services outlets in the KSA by launching a campaign that migrated its users towards a nocturnal support service app.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

Case Study

This case study shows how McDonald's, the fast food brand, successfully shifted its McDelivery service to an app-based platform, by highlighting a small design feature of its product that continuously updated consumers in the GCC region.

News

LONDON: Half of consumers tend to remain loyal to brands they like, but the vast majority still spend time researching products to make sure they get the best deal, according to DMA research.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

News

NEW ORLEANS: Microsoft, the technology group, is putting customer listening at the heart of its efforts to gain brand fans.

Article

This event report outlines how Microsoft, the technology giant, is using consumer feedback to enhance its products.

Case Study

This case study looks at how Mars Chocolate North America, a confectionery brand, partnered with Walmart to create the 'Say Thank you With M' campaign in the US which gave a bag of M&Ms to US troops every time one was purchased.

Case Study

This case study looks at how American Express, the financial service, has had success with its Small Business Saturday campaign in the US which has become a social movement for local, community businesses and is supported by the US President.

Case Study

This case study describes how Trolli, the brand of gummy sweets, increased growth and sales in the US by appealing to young people through association with a NBA star in the US.

Case Study

This case study explores how Mastercard, the financial services corporation, launched a campaign in the US to connect with Google's young base of Android Pay users.

Case Study

This case study explores how KBank Live, a banking corporation, launched a local campaign in Thailand to become more engaged amongst young office workers.

Case Study

This case study explains how sports brand adidas deepened engagement and brand loyalty among young, male football enthusiasts aged 14-25 in Moscow, Russia.

Case Study

This case study explains how internet and technology company Google used a live reading event broadcast online to build a connection with Russian culture and people.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.