Are brand lovers really the holy grail?

Caroline Hayter Whitehill and Nitasha Kapoor

Using academic research and experience of brand repertoire development in China, Caroline Hayter-Whitehill and Nitasha Kapoor, of Acacia Avenue, discuss brand loyalty and brand repertoires.

Are brand lovers really the holy grail?

Caroline Hayter Whitehill and Nitasha Kapoor

This article seeks to answer some big questions about repertoires: are people really aware of their brand repertoires, or is this simply a marketing construct that does not reflect reality? How are brand repertoires formed from childhood and how do they change over time? How do categories differ – are there low-engagement and high-engagement markets? What marketing levers can be used to make sure a brand stays in a repertoire and does not fall from grace?

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