Branding Building Customer Loyalty

Design ManagementBranding

Brand LoyaltyPrepared by Timothy ChanUpdated 29 April 2013Version 3.0

1. What is brand loyalty2. How to build brand loyalty3. Case study - UniQLO

Learning Objectives

What is Brand Loyalty?

What is Brand Loyalty?

1.) Tried your products/services(Induced to try via A&P)

2.) Like your products/services(Moments of truth – their experiences)

3.) Think of You first(Repeat customers, repeat purchases)

4.) Recommend their friends(Brand ambassador – word of mouth)

I don’t know your brand

Building Brand Loyalty

Great product, great services, great value, WOW experiences

CrapSUCKS!!!

#1

Building Brand Loyalty

Easy to Recall (brand elements)Brand name, logo, symbol, slogan, associations

website domain, character, visuals…

#2

Brand Elements Basics

• Memorability• Meaningfulness• Likability• Transferability• Adaptability• Protectability

How to increase ease of recall…

Brand Elements Basics

How to increase ease of recall…

MessageStory

Advert

Involvement Community

VisualsNon-visual…

Building Brand Loyalty

Deliver excellent customer service….Satisfaction, Opinions, Relations

#3

Shopping experiences

Shopping experiences

Shopping experiences

Shopping experiences

Shopping experiences

Quality products

Value for money pricing

Co-branding designs

Co-branding designs

Co-branding designs

Co-branding designs

• CHINATOWN POINT STORE• PLAZA SINGAPURA STORE

• BUGIS+ STORE

• PARKWAY PARADE STORE• CAUSEWAY POINT STORE

• VIVOCITY STORE• 313@SOMERSET STORE

• ION ORCHARD STORE• TAMPINES 1 STORE

Strategic and Convenient

Brand Elements

Brand Elements

Social Responsibility

Community Relations

Customer’s Relations

Customer’s Relations

Customer’s Relations

Customer’s Relations

Customer’s Relations

Customer’s Relations

Assignments

Each group to present in 5 minutes:

• Your strategies to foster strong customer’s loyalty

• Relates to your final project