Brand loyalty: 4 levels to cultivate in your company
Posted: Thu Dec 05, 2024 9:22 am
Brand loyalty is an indicator that describes the degree of a consumer's attachment to a particular product, service or company. That's what happens when you manage to stimulate positive feelings about the items you sell and the service you provide, encouraging people to buy more things, more often .
Also known as brand loyalty , brand loyalty is an important economic factor for commercial success, since attracting a new customer can be up to 25 times more expensive than retaining those who already buy from you , according to Harvard Business Review .
If you want to learn how to build brand loyalty and increase customer retention , you've come to the right place. Here you'll find:
Brand loyalty refers to a consumer's special attachment to a particular product, service or organization. This emotional connection can be demonstrated through frequentzambia email list
purchases, word-of-mouth advertising and support in times of crisis.
According to the Oxford Marketing Dictionary , successful brands in brand loyalty are characterized by high levels of customer satisfaction , because they are able to understand the needs, satisfy the desires and exceed the expectations of consumers.
If you want to foster brand loyalty in your company, learn how to anticipate customer needs in 5 steps .
What are the 4 levels of brand loyalty?
Did you know that there are different levels of brand loyalty? According to a German academic study , it is possible to identify four degrees of brand loyalty. Take a look at each one!
1. Cognitive loyalty
Cognitive loyalty is that which is determined by information related to the offer , such as price, quality and product features. Here, the consumer is largely influenced by past experiences and perceived value .
Among the levels of brand loyalty, this is the weakest , because it focuses on the costs and benefits of an item, and not on the brand itself. It is common for consumers with cognitive loyalty to leave your company for another if they believe they will get a better cost-benefit ratio .
What can you do in this case of brand loyalty? Monitor the strategies adopted in your sector and develop a competitive advantage that positions you as an attractive alternative in the market.
As you can see, cognitive loyalty is a matter of perspective. Read: What is customer value and how can it be created?
2. Affective loyalty
Affective loyalty is that which is determined by a favorable attitude toward a specific brand. Here, the consumer recognizes your company and feels satisfaction when buying your products, because they know that their expectations will be met.
Among the levels of brand loyalty, this one is a little stronger than the previous one, but it is still fragile. In fact, Zendesk's 2021 Trends Report revealed that 50% of customers choose the competition after having a bad experience . In the case of more than one unpleasant or inconvenient situation, the figure rises to 80%.
What can you do in this case of brand loyalty? Invest in the quality of customer service and create a loyalty program so that consumers remember (with the help of rewards) who treats them with excellence.
Want to foster this type of brand loyalty? Find out what delights customers at every stage of their relationship with your company in: Customer expectations before, during and after the sale .
3. Conative loyalty
Conative loyalty is loyalty driven by a desire to purchase products from a specific brand frequently. A consumer develops this type of brand loyalty after a series of successful purchases , and feels more committed to the company — though not completely.
Also known as brand loyalty , brand loyalty is an important economic factor for commercial success, since attracting a new customer can be up to 25 times more expensive than retaining those who already buy from you , according to Harvard Business Review .
If you want to learn how to build brand loyalty and increase customer retention , you've come to the right place. Here you'll find:
Brand loyalty refers to a consumer's special attachment to a particular product, service or organization. This emotional connection can be demonstrated through frequentzambia email list
purchases, word-of-mouth advertising and support in times of crisis.
According to the Oxford Marketing Dictionary , successful brands in brand loyalty are characterized by high levels of customer satisfaction , because they are able to understand the needs, satisfy the desires and exceed the expectations of consumers.
If you want to foster brand loyalty in your company, learn how to anticipate customer needs in 5 steps .
What are the 4 levels of brand loyalty?
Did you know that there are different levels of brand loyalty? According to a German academic study , it is possible to identify four degrees of brand loyalty. Take a look at each one!
1. Cognitive loyalty
Cognitive loyalty is that which is determined by information related to the offer , such as price, quality and product features. Here, the consumer is largely influenced by past experiences and perceived value .
Among the levels of brand loyalty, this is the weakest , because it focuses on the costs and benefits of an item, and not on the brand itself. It is common for consumers with cognitive loyalty to leave your company for another if they believe they will get a better cost-benefit ratio .
What can you do in this case of brand loyalty? Monitor the strategies adopted in your sector and develop a competitive advantage that positions you as an attractive alternative in the market.
As you can see, cognitive loyalty is a matter of perspective. Read: What is customer value and how can it be created?
2. Affective loyalty
Affective loyalty is that which is determined by a favorable attitude toward a specific brand. Here, the consumer recognizes your company and feels satisfaction when buying your products, because they know that their expectations will be met.
Among the levels of brand loyalty, this one is a little stronger than the previous one, but it is still fragile. In fact, Zendesk's 2021 Trends Report revealed that 50% of customers choose the competition after having a bad experience . In the case of more than one unpleasant or inconvenient situation, the figure rises to 80%.
What can you do in this case of brand loyalty? Invest in the quality of customer service and create a loyalty program so that consumers remember (with the help of rewards) who treats them with excellence.
Want to foster this type of brand loyalty? Find out what delights customers at every stage of their relationship with your company in: Customer expectations before, during and after the sale .
3. Conative loyalty
Conative loyalty is loyalty driven by a desire to purchase products from a specific brand frequently. A consumer develops this type of brand loyalty after a series of successful purchases , and feels more committed to the company — though not completely.