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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

Sainsbury's, a British supermarket chain, transformed itself from making seasonal retail Christmas ads to creating Christmas campaigns that are now arguably amongst the most eagerly anticipated ads of the year.

Case Study

Nike, the sportswear brand, created Nike On Demand, to re-engage with young athletes in Germany and compete with its top competitor in the country, adidas.

Case Study

The Economist, the business magazine, optimised its face-to-face subscription sales in the UK by shocking people with PR activities based on the magazine's own articles.

News

GLOBAL: It is often reported that large global brands are losing out to their smaller rivals and that customer loyalty to major brands is in decline, but these are myths unsupported by the evidence, according to a new academic study.

Article

This interview examines the success of the Art Fund non-profit’s Art Pass campaign in the UK.

Case Study

This case study details how T-Mobile, a phone carrier company, created the 'T-Mobile Tuesdays' loyalty program in the US to build and manage its relationship with millennials.

Case Study

This case study details how Marriott, an American hospitality company, launched a global, real-time social monitoring center that attracts, connects and engages consumers.

Case Study

This case study details how Shell, an oil and gas production company, improved its relationship with its customers by creating a direct mobile channel to actively engage and provide relevant services globally.

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.